Media 101: Understanding and Managing the Media. Effectively!

Course Description
The media is an animal. You can utilise them, use them or fall prey to them.
Make them your partners, and it can be a piece of cake. Tap on them tactfully, and you will get
great coverage. But err on the wrong side, and chances are you will almost certainly face a PR
disaster.

This 2-day course will provide deeper insights for entry to medium-level communications practitioners in the dynamic media-related industry.

At the end of this course, you will understand how a newsroom functions and why it is imperative
that it moves in a frenetic pace. You will also learn the critical skills needed when dealing with
journalists and other media professionals including spotting opportunities and red flags, winning
the media over, understanding their preferences and pet peeves, and knowing the main
differences between broadcast and print journalism.

The course combines practical hands-on training with analytical thinking challenges. There will be
frank discussions, exercises, mock media conferences and crisis circumstances that will put you
under pressure to perform and appreciate.
This will be a useful, experiential course deliberately customised with the participants in mind.

Course Outline

•  Introduction to the ‘Newsroom’ – What makes the Newsroom: Organisation and Function.
• Broadcast vs. Print Media – Main differences between Broadcast and Print Journalism.
• Your role – Understand your Responsibilities as Communications Practitioners.
• Being One Step Ahead – Know how the Media Think and their Tactics!
• Managing Crisis Situations – Head-On or Run Away?
• Media Conference – simulation exercise that puts participants under ‘real’ pressure.
• Cultivating that Relationship – Yes you should.

• Understand and appreciate the media – what do they do and why do they do what they do!
• Think strategically before engagement.
• Learn the necessary skills when responding to them.
• Know the importance of cultivating a good working relationship.
• Experience and appreciate real-time ‘pressure’ both as a communications practitioner and journalists.

Who Should Attend
The course is tailored for  executives and managers from the communications
industry, or whoever has a need to engage the media in their course of work. The course will be
enlightening and entertaining, and frank tapping on anecdotes from the trainer’s past
experiences.

TRAINER

Zaki Amrullah brings with him 14 years of experience in the Media and Communications industries.

Currently with one of Asia’s leading media organisations, Zak has had the good fortune of having been in both broadcast and print media as well as in the corporate world in communications and public relations.

He had also presided over several crisis situations, and received training in crisis management from members of the British Foreign & Common wealth Office. Zak was also trained in International Protocol matters by the Ministry of Foreign Affairs.In the course of his professional career, Zak has provided sound, strategic and objective advice to management staff on communications strategies and implemented tactical communications plans.

Zak has provided training in several areas; they include Business & Communications Writing & Strategies; News, Feature, TV and Print Writing including script writing; Research Writing; Presentation and Public Speaking; Journalism (from both broadcast and print media’s perspectives); Media Production, Management and Studies; Public Relations; Corporate Communications; and Event and Project Management. 

Zak holds a Master of Science degree in International Relations conferred by the well-regarded S Rajaratnam School of International Studies, Nanyang Technological University. He has also attained other educational and professional qualifications in Business Administration and Mass Communications.

COURSE FEE: S$750.00 ( inclusive of lunch & teabreaks)

EARLY BIRD RATE: S$680.00 (register at least 10 days before class date)

For in-house or any enquiries, please call Lorraine @65-96930601 or email This email address is being protected from spam bots, you need Javascript enabled to view it  

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