Strategic Media Engagement

OverviewBuild editorial authority and strategic media relationships at the highest level.The difference between good media coverage and great media coverage is strategy. This course is for senior communicators who want to move beyond reactive press handling to shape how their organisation is covered at an editorial level. You will learn to design media campaigns, build journalist relationships strategically, drive thought leadership, manage a high-functioning press office and handle sensitive situations with professional judgment.What this course coversAdvanced media dynamics and strategic engagement, building editorial authority and thought leadership, ethics and professional standards in media relations, and supporting and managing spokespeople.How it worksEvery session runs in a small, boardroom-format group — typically six to eight senior professionals. Your trainer tailors content to the specific industries, organisations and challenges each participant brings, so you work on real situations, not generic examples. The learning combines evidence-based best practice briefings with structured discussions, practical workshops and peer learning. This is training with a coaching and consulting flavour — focused on building skills and producing outputs you can apply in your work immediately.What you will be able to doDesign and execute sophisticated media relations strategies across multiple channelsBuild editorial authority and position your organisation as a credible sourceDrive thought leadership through strategic media engagementManage and develop a high-performing press office operationPlan and execute professional press conferences and media eventsSupport, brief and manage spokespeople effectively for media encountersHandle sensitive media situations with sound professional judgmentEngage with journalists strategically at a senior editorial levelModule: Top-level approaches to media managementNavigating the charged relationship between PR and the mediaBalancing tactics and strategyTrends and developments in media relations tacticsOnline media relationsModule: Strategic engagement with journalists at a senior editorial levelBuilding authority in the mediaThought leadershipStimulating and managing third party advocacyIssues-led media relations: planned opportunismTricky situations, and how to handle themEthics in media relationsThis module deals with why and how communications professionals can and ought to "do the right thing" in dealings with the media.Managing the reputation of the reputation managersUniversal codes and principles of ethics as applied to PRVeracity, harm avoidance, beneficence, confidentiality and fairnessSupporting spokespeopleThis module covers how to prepare senior spokespeople to perform well in media interviews, from the perspective of a communication director.Media insightAnalysing the news landscapePractical messaging for interviewsQ&A and briefing documentsWho should attendThis course is for communication managers and directors with existing media relations experience who want to operate at a strategic and editorial level. It is designed for professionals who manage press office teams, advise leadership on media strategy, or shape how their organisation engages with journalists.One day face-to-face · Two half-days live onlineAll prices exclude local VAT where applicableThe following ISOC trainersAdam KirtleySenior media trainer and broadcast journalistVeteran presenter and reporter with 30+ years' BBC experience. Presents on BBC Radio 4 and Five Live. Trains executives in media interviews, crisis communication and public speaking.Nick WalsheSenior media consultant and crisis communication trainerSenior media consultant with 30+ years' international broadcast experience. BBC-trained, former ITV, ITN and Al Jazeera English. Clients include IKEA, Huawei, Qatar Airways, JP Morgan and UAE Central Bank. Specialises in media skills and crisis communications.Broadcast journalist, presenter and media trainerExperienced journalist, presenter and media trainer with 20 years in radio, TV and film. Former BBC journalist and Dubai One TV host. Currently freelance producer and host for Dubai Eye Radio.Broadcast journalist and executive communication coachDynamic communicator with over 20 years' experience in media, finance and business. Former CNBC anchor. Coaches blue-chip executives in public speaking and media interviews.Will HardieManaging Partner, communication strategist and executive coachPsychologist, journalist, strategist and coach with 25 years' experience in 50+ countries. Oxford Master\'s in Experimental Psychology. Former Reuters foreign correspondent. One of the world's leading communications advisors.What participants say★★★★★“Managing media relationships made the biggest impact on me because this is something I have not really been doing well so far.”Cameroon Oil Transportation Company (COTCO)Frequently asked questionsYes. We deliver this course for teams of any size, tailore