• Senior members and managers of an organization who need to understand the importance of public relations and the need for media skills training
• Marketing professionals who should understand public relations and the need for healthy interaction with the media
• Members of branding agencies who assist organisations in their branding and public relations strategies and plans
• Human resource professionals who are also involved, to a certain extent, in branding activities of an organisation
• Investors and stakeholders interested in understanding the importance of public relations in maintaining the prospect of an organisation by providing facts related to future business opportunities
• Any other professional interested in knowing more about public relations and media skills

The main objective of this Public Relations (PR) and Communication Course is to empower professionals with: 

• in-depth information on PR  and a detailed understanding of media skills required to maintain good media relations
• the required awareness, information and maturity to understand the impact of media coverage on the image and brand of the organisation
• the necessary confidence and experience to successfully coordinate and communicate with media professionals
• the adequate skill set to undertake sensitive roles and responsibilities concerning public relations and media relations for the organisation, thus contributing to better organisational branding and growth of the organisation as well as self-growth and progression
• the required confidence, experience, exposure and capability to manage media relations and content and information being released to the media, with an aim to protect and uphold a positive brand image for the organisation
• the necessary skillset and ability to filter important content and make necessary changes for effective and impactful launches of press releases
• the confidence and experience to build good working relationships with media personnel
• the required confidence to balance being transparent and protecting the reputation of the organization

Media training involves learning and practicing the skills necessary for an individual to face the media. Within PR media training, you will learn about a distinct form of communication, answering questions from journalists, anticipating their questions, and effectively conveying your message with confidence.

By learning the techniques of media training you are best preparing yourself for when journalists and publications are coming to your business and hearing from you directly. Perhaps you are being interviewed, or publicly speaking at an event, both of which are great opportunities for communicating your business’ mission in a meaningful way and educating your target audience on your brand.

If you are not prepared your message may be miscommunicated and your brand may suffer as a result. Taking the time to prepare your key messages, and learning how to ensure they are communicated even when an interview becomes difficult ensures that you or your team can promote your brand.

Media skills training is important because speaking to journalists requires an entirely different skill set to that of talking to your colleagues and industry peers. While a journalist is a person just like you, conversations and interviews with journalists have a transactional nature. They want to find out information about you to create an interesting story, and you are trying to promote your brand.

This is the main reason for media training, improving your ability to effectively share your brand’s message and information that will resonate with your customers and educate a wider audience about your business. By following a PR marketing course you can learn how to clearly transmit the key messages of your business in a clear and precise way, and control the direction the interview is taking. The journalist asks the questions, but you can still steer them in the direction you wish the conversation to go.

While the skills from this public relations management course will do more than benefit your PR department, developing stronger communication skills is simply beneficial to you. You will learn to communicate in a persuasive, natural and empathetic manner which ultimately will build your confidence and add credence to your credibility.

With professionals undertaking this Public Relations (PR) and Communication Course, their organizations will benefit in the following manner:

• Experienced and trained employees who thoroughly understand the importance of public relations and media skills.
• Better media coverage for passage of positive information to the public
• Better organizational branding
• Better handling and management of media and information released in the media
• Well-managed campaigns and media events
• Greater customer satisfaction because of conscious public relations efforts to understand the problems of the public and address them immediately
• Good and healthy working relationships with media professionals
• High-quality and positive news and press releases
• Greater investments because of positive organizational branding