Running a Press Office

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​​​​​​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.


Key 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

Designed 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 Outcomes:


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.


Resources:

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Summary

Face to Face
Training
Course
Duration

16:07 - 22:07

Price

£595 + VAT

Location

Westminster, London

Dates

In-House Option

This course is available In-House and can be tailored to meet your individual training requirements.

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Lead Trainer

Simon Hall

Simon Hall

Simon Hall is a journalist with 25 years’ experience. Most of his career has been spent as a BBC News Correspondent, specialising in local government, politics, policing, legal, and home affairs reporting, working for television, radio and online.

Read Bio
Simon Hall

Simon Hall

Simon Hall is a journalist with 25 years’ experience of covering some of the biggest stories Britain has seen. 

Most of his career has been spent as a BBC News Correspondent, specialising in local government, politics, policing, legal, and home affairs reporting, working for television, radio and online. 

He also writes freelance articles for magazines and newspapers. 

Simon has covered stories ranging from terrorist attacks to floods, fatal fires, serious crime, shipwrecks, cyber-attacks, the impact of austerity, and systemic organisational failures.

In recent years, he has also worked with council leaders, chief constables, chief executives, politicians, senior business people and chief fire officers to help with their handling of the media. 

As well as being a journalist, Simon is an author, teacher and public speaker. 

His novels - the tvdetective series - are about a television reporter who covers crimes and gets so involved in the cases he helps the police to solve them. Seven have been published. 

Simon has also contributed short stories to a range of magazines, written plays, and even a pantomime. 

Alongside his novels and stories, Simon is a tutor in creative writing, teaching at popular writers’ schools, on cruise ships and overseas. 

Simon has become sought after as a speaker, appearing at a variety of prestigious literary festivals.  His talks combine an insight into his writing work, along with some extraordinary anecdotes from the life of a television reporter.

Simon lectures at Cambridge and Exeter Universities on careers in the media, as well as giving talks about the industry at schools and colleges across Britain under the auspices of the Speakers for Schools charity.

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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