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Media and public relations training prepares the people who speak for your organisation to deal with journalists, write a clear media statement, give a confident interview and communicate well in a crisis. This guide sets out those skills in plain terms and explains what BOTI’s one-day PR training covers. For related skills such as presentations, report writing and business writing, see BOTI’s communication and business writing courses.
This course at BOTI todayMedia and Public Relations Course (1 day)
The current course runs at your offices anywhere in South Africa, live online or at a BOTI venue. The course page has the up-to-date outline and group prices.
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Who needs media training
Any organisation can find itself in the news: a product launch, a leadership change, a service failure, an incident at a site or a complaint that spreads on social media. When a journalist calls, the person who answers helps shape the story. Media training in South Africa is usually aimed at:
- Executives and senior managers who may be quoted or interviewed.
- Appointed spokespeople and communication or marketing staff.
- Branch and site managers, who are often the first people a local reporter reaches.
- Receptionists and front-line staff, who need to know what to say, and what not to say, when a journalist phones.
Working with journalists
Journalists have a job to do, usually on a tight deadline. Treating them as a nuisance rarely helps your organisation; helping them get the facts right usually does. A few principles go a long way:
- Decide who speaks for the organisation, and make sure every staff member knows to refer media enquiries to that person.
- Respond quickly, even if only to say when you will have more information. Silence is often reported as “did not respond to questions”.
- Before you answer, find out the journalist’s deadline, the angle of the story and what they already know.
- Stick to facts you can confirm. Do not guess, speculate or say anything untrue.
- Assume that anything you say may be published, whether or not you call it “off the record”.
- Avoid a bare “no comment”. If you cannot discuss something, say why, for example because of a legal process or because the people affected must be told first.
Writing a media statement
A media statement, or press release, gives journalists your organisation’s position in writing so that it can be quoted accurately. A good statement is short and clear:
- A headline that states the news, not a slogan.
- An opening paragraph that answers the main questions: what happened, who is involved, when and where.
- What the organisation is doing about it, and what happens next.
- A short quote from a named spokesperson, in plain language.
- The date, and contact details for media enquiries.
Check every fact, keep jargon out and agree in advance who must approve a statement before it is released, so that approval does not take a day when the story is moving in hours.
Preparing for a media interview
Most interviews go wrong because the spokesperson arrived unprepared. Before any interview:
- Agree two or three key messages: the points you want the audience to remember.
- List the difficult questions you are likely to be asked and prepare honest answers.
- Practise short answers. Broadcast interviews use brief clips, and a long, technical answer is easy to cut badly.
- If a question takes you off course, answer it briefly and bring the conversation back to your key message.
- Know the format. Television adds body language, dress and eye contact; radio depends on your voice; print and online interviews are often longer but quoted selectively.
Crisis communication
A crisis is the worst time to work out who speaks, who approves and who must be told. A basic crisis communication plan settles this in advance: how to gauge how serious an incident is, who sits on the response team, who the spokesperson is, how information will be distributed to staff, customers, the media and other stakeholders, and how the overall impact will be tracked afterwards.
When a crisis breaks, a short holding statement buys time. Acknowledge what has happened, show concern for anyone affected, say what you are doing and say when you will give an update. Then update as promised. Speak with one voice, tell your own employees before or at the same time as the public, and correct mistakes quickly rather than defending them.
Reputation is built before you need it
Media relations is one part of public relations. Reputation is also shaped by how staff talk about the organisation, how it uses social media, how it handles complaints and whether it keeps its promises. Clear employee communication, consistent messages across every channel and the habit of monitoring what is said about you all make it easier to be believed when something goes wrong.
What BOTI’s PR training covers
BOTI’s Media and Public Relations Course is a one-day public relations short course that prepares spokespeople to face the press at a launch, a leadership change or a crisis. It covers:
- Networking and making a good first impression.
- Business writing: letters, proposals, reports and executive summaries.
- Setting SMART objectives.
- Media relations for television, print and online media.
- Issues and crisis communication planning.
- Social media as a PR tool.
- Employee communication, including verbal and non-verbal communication, email etiquette and negotiation.
A one-day course gives practical tools; it is not a public relations qualification. BOTI also offers customised courses across the country, so a team can train together on the situations it is most likely to face.
Related communication courses
- Public Speaking Training (2 days): for spokespeople who need to speak with confidence in front of an audience.
- Professional Presentations Course (2 days): for managers who present to boards, clients and the public.
- Voice and Speech Training for Business (1 day): useful before radio and television interviews.
- Body Language Basics Course (2 days): for anyone who will appear on camera or speak in public.
- Business Writing Skills for Function and Purpose (2 days): for staff who write statements, letters and reports.
- Social Media in the Workplace Course (1 day): for teams that represent the organisation online.
The courses in this list are not accredited. They are delivered as professional skills programmes, and delegates receive a BOTI certificate of attendance. For a short session, BOTI’s people and communication masterclasses run live online for 3 hours.
Speak to a BOTI consultant
Phone 011 882 8853 or email [email protected], or fill in the form and we will get back to you. You can also browse all BOTI courses.
Frequently asked questions
What does a media and PR training course cover?
BOTI’s course covers networking and first impressions, business writing (letters, proposals, reports and executive summaries), setting SMART objectives, media relations for television, print and the web, issues and crisis communication planning, social media as a PR tool, and employee communication, including verbal and non-verbal communication, email etiquette and negotiation.
How long is the media training course?
The course runs for one day. BOTI delivers it in-house at your premises, at its venue in Sunningdale, Johannesburg, or online, so a team can train together without travelling. It is not an accredited course, and delegates receive a BOTI certificate of attendance. Call 011 882 8853 or email [email protected] to arrange a date for your group.
What does the media relations part of the course cover?
The media relations component looks at working with television, print and online media, including a web presence, blogs and the internet. It sits alongside a crisis communication component that covers gauging the level of an impending crisis, offering suggestions and insights, deciding how information will be distributed and tracking the overall impact of what is communicated.
How should a spokesperson prepare for a media interview?
Agree two or three key messages, list the difficult questions you are likely to face and prepare honest answers, and practise giving short, clear replies. Find out the journalist’s deadline and the angle of the story beforehand, stick to facts you can confirm, and assume that anything you say may be published.
Is BOTI’s PR training accredited?
No. The Media and Public Relations course is a practical short course that is not accredited. It is delivered as a professional skills programme, and delegates receive a BOTI certificate of attendance rather than NQF credits. It suits staff who deal with the media and the public and need practical tools rather than a formal qualification.
To prepare your spokespeople and communication staff, BOTI runs this one-day media and PR course in-house at your premises, at our venue in Sunningdale, Johannesburg, or online. It is not accredited, and delegates receive a BOTI certificate of attendance. Call 011 882 8853 or email [email protected] to book a date for your team.