At the end of this training, students will understand how to better prepare information for use by the media, talk to reporters effectively, and engage the media as a useful communications partner. The course is highly interactive. Students will use real-life situations to practice and engage in the learning points. Topics covered include:

• Understanding the media
  What is news?
  
  
• How do journalists think?
  What do they want from you?
  
  
• Basic Communications
  How the process of communications works
  Applying the process to your communications
  
  
• Media Basics
  What to do
  What not to do
  
  
• Developing Your Message
  Key messages
  Reaching your intended audience
  Keeping it simple
  
  
• Mastering the Interview
  Getting prepared
  Staying focused
  Avoiding traps
  
  
• Creating Effective Media Tools
  The Press Release
  The Press Kit
  Your Web Site