Media Relations: How to Run a Press Office

Running a Press office takes a great deal of research which means having to sort out facts from fiction. Honing these skills allows for accurate campaign building, allowing for the correct information to get out into the public.  Participants will learn what exactly goes on within a press office, from technical process to general daily life. This course will dive into how to run an effective press office by looking at case studies and iterative practice.

This press office training will give participants insight into the principles, functions and processes behind the operation of an effective press office. The course will outline examples of successful press offices while also demonstrating – through real-world examples – how core principles and practices can be adapted to work in a multitude of challenging scenarios.

Participants will leave with a firm understanding of the processes which are needed to run an effective press office. New skills will be developed in conjunction to social media, research, press release creation and data interpretation, analyses and presentation.

Media Relations: How to Run a Press Office is a trending online course within our Information, Digital & Data Management. At the Civil Service College, we tailor our courses to each attendee’s role and organisations, ensuring that each delegate gets the most out of the training. Our courses and trainers are continuously updated and evaluated to ensure that we are always delivering the best service possible.


Key training features:

  • What is the role of a press office? Why is it useful? (depending on the audience, this element will also include a short exploration of the information environment participants can expect to be operating in)
  • Key principles:
    • Organisational: empowered press office heads
    • Messaging: Always prioritise the human factor
  • “Digital-by-Default”. The UK’s approach to media relations since 2013
  • Key functions of an effective press office: Reactive (monitoring, lines to take) and proactive (pitching, relationship management). Participants will also learn the relative merits and disadvantages of dividing reactive and proactive functions between different individuals
  • Earned coverage, purchased coverage and owned coverage. How to use each effectively within an overall plan (introducing the concept of a grid)
  • The key tools of any press office; coherent narratives, coordinated grids and shared lines. Participants will be guided through the process of generating these key tools
  • Practical exercise: participants are shown real-world examples of poor performance and asked to devise alternative approaches

Who is this virtual course for:

UKCS staff at SCS1 and SCS2 level, as SEO and HEO level who are going into media management roles. E.g. diplomats with postings covering media responsibilities, non-UK officials looking to establish or run effective press office functions.


Learning resources:

Go above and beyond your training with new collaborative resources from our partnership with Kogan Page, an award-winning independent publisher of business books and content. Additional learning resources include print books, ebooks and online learning courses, which will take you through a journey experience of blended learning. 

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Summary

Virtual
Training
Course
View

Face to Face Training
option available

Duration

10:00 - 16:00

Price

£495 + VAT

Location

Zoom or Microsoft Teams

Dates

Lead Trainer

Amil Khan

Amil Khan

Amil Khan is a Political communications adviser; specialising in digital campaigning in highly contested environments. He has extensive experience working across structures’ development, operations and crisis management.

Read Bio
Amil Khan

Amil Khan

Amil Khan is a Political communications adviser; specialising in digital campaigning in highly contested environments. He has extensive experience working across structures’ development, operations and crisis management. He has experience working with pro-democracy opposition groups in the Middle East and established governments seeking reform. Founder of Valent Projects, UK digital comms agency for social impact. Former Reuters Middle East correspondent and BBC documentary journalist

Job Roles 
Director; Valent Projects:

  • Advising and supporting five UK MPs during the 2019 General Elections with digital communications content and ad strategies, resulting in increased majorities for each
  • Assisting a North African government to achieve the closure of state-sponsored malign online networks through data gathering, information-environment analysis and outreach
  • Key contributor to Labour Together’s report on the Labour Party’s performance in the 2019 general election - the only independent assessment covering digital campaigning and media management 
Tailored in-house training

Civil Service College can deliver In-House training within your organisation that is exactly tailored to meet your individual training requirements.

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