Media Relations and Press Office Management

Course overview

Journalists remain powerful shapers of public opinion, even as newsrooms shrink and digital outlets multiply. Organisations that understand how the media works and run an efficient press office get their stories told accurately; those that do not are left reacting to coverage. This media relations training equips communicators to build strong media relationships and run a professional press office.

The first week covers the media landscape and relationships: how newsrooms in the region work, what makes news, building and maintaining journalist relationships, writing press releases and statements, preparing media kits, and organising press briefings and conferences. The second week focuses on press office management: spokesperson preparation and interview skills, handling crisis enquiries, media monitoring and analysis, digital media relations, press office systems and protocols, media law and ethics, and measuring performance. Participants run a simulated press office over several days, handling real-time enquiries and producing materials.

Participants leave able to manage media relations confidently and to run a press office that responds quickly and accurately.

What you will be able to do

• Explain how newsrooms work and what makes news
• Build and maintain productive journalist relationships
• Write press releases, statements and media kits
• Organise effective press briefings and conferences
• Prepare spokespeople and give strong interviews
• Handle media enquiries in crises
• Set up press office systems and protocols
• Monitor coverage and measure media relations performance

Who should attend

For press officers, media relations staff, PR officers and spokespeople who deal with journalists on behalf of their organisations.

• Press and media relations officers
• PR and communication officers
• Spokespeople
• Heads of press offices
• Government media liaison officers
• NGO media officers

Course outline

Week 1

Week 2

Fees are per participant in US dollars and cover tuition, course materials and your certificate. Travel and accommodation are not included.