Government servants and public officers are used to writing reports and approval papers for their own authority and agencies. But when it comes to writing for an external organisation, particularly an adversarial media, they are either caught unaware or fumbled.
There are statements to make, and confidentiality to keep – striking the right balance will ensure that the interests of both newsmakers and news media are safeguarded. There are also preparations to be made, in terms of the resources to be made available and in what amount.
Let veteran editor OUR TRAINER show you the ropes in media management and reporter handling. As a trainer under the School of Journalism, subsequently Editorial Support Unit, in the Singapore Press Holdings, he has shown thousands of journalists and media relations officers how to go about their business professionally – and successfully.
Objectives
At the end of the one-day workshop, participants will be able to:
- Manage the Media
- Develop Media Plans
- Prepare Media Materials
Outline
PART 1: MEDIA MANAGEMENT
- From Mainstream Media to Social Media
- No news is not good news
- If you don’t answer their questions, they will answer it for you
- Information, Misinformation and Disinformation
- 24/7 Availability
PART 2: MEDIA PLANS
- Door Stop Interview
- Press Statement
- Press Briefing
- Press Conference
PART 3: MEDIA RESOURCES
- Comments, No Comments and Declined Comments
- Press Kit
- Press Demo
- Sound Bites
PART 4: MEDIA PRACTICE
- Writing a Press Brief
- Acting as a Spokesperson
- Holding a Press Conference
Testimonials
“Media Management? There’s only one person I will always go to – Sunny.”
- UOB Bank Group (Feb 2019)
“The Trainer is effective in delivering the course and his depth of knowledge in this area has facilitated it to be smooth running and paced suitably for learning. He has also included examples for the ease of our learning and applicability of the concepts.”
- LTA (Apr 2018)
“Sunny is one of the most dedicated and passionate lecturers I have come across. He is clear in his delivery and explanation, and weaves in real life examples of the concepts he teaches.”
- IPOS (Jan 2018)
“The course by Dr Sunny gives us very good overview, guidelines and examples of how to draft good public papers.”
- MINDEF (Aug 2018)
Who should attend
– Media Relations Officers
– Press Writers
– Experienced writers who want to learn more about the media
Trainer’s Profile
Sunny is a Trainer of Trainers (TOT) and has taught many public comm coaches to teach copywriting. He was the editorial trainer at the School of Journalism, teaching cub reporters and designers on the techniques in slogan and headline writing. He also teaches interviewing techniques and news gathering skills at The Straits Times. As a volunteer, he was a Mediator with the Ministry of Law, a Council Member of the Singapore Red Cross Society and writes regularly for the local and regional media. He is currently board director of five international firms where clean communication is essential to winning contracts, clients and confidence.