An Interactive 5-Day Training Course
Press Office Management
How to Run a Press Office and Manage the Media
Course Overview
With 24-hour rolling news channels and social media, the ways that news is shared and consumed has changed entirely and is set to keep changing. So, however you learned about the media and how to interact with it, chances are your models may need review and updating.
During this GLOMACS training course, you will learn how to get the most out of your media relations, raise your profile and keep your stakeholders engaged. Good media coverage gets your message across effectively to the public and decision makers and allows you to positively influence what is printed and broadcast. By the end of the training course, you will know what makes a good story and what makes journalists want to run it. You will also take a deep dive into the principles, functions, and processes behind running an effective press office.
This course will highlight:
- Dealing effectively with the press/media in today’s news environment
- Using online and digital media to give 24/7 service and increase efficiency
- Techniques to build your media list and contacts network
- Tools to ‘triage’ media requests
- Crisis media management in the age of social media
Training Objectives
During this training course, you will learn:
- How to run a media office (physical and virtual)
- How to sell your story to the media and handle media enquiries
- How to prepare spokespeople to engage with the media in various scenarios
- How to set up, manage and handle a press conference
- The importance of crisis planning and how to create an effective plan
Who should Attend?
This training course is for you, if you're:
- A spokesperson for an organisation looking to enhance your ability to deliver press conferences, handle media interviews, and accurately communicate information to the public.
- Press officer/managers looking to implement best practices within their organisations
- Junior to mid-level press officers and media relations managers looking to enhance their understanding of media relations.
- Press officers are seeking to understand crisis communications.
- Press officers overseeing issues or clients that may require sensitive press handling.
About Saudi Glomacs
At Saudi GLOMACS, we specialize in delivering world-class training courses in Saudi Arabia and across various international locations. Our training courses are tailored to meet the unique demands of Saudi Vision 2030 and the Human Capability Development Program, focusing on empowering Saudi citizens and enhancing workforce skills. We offer diverse courses spanning leadership, management, engineering, and technical disciplines to cultivate expertise and drive professional growth. Our flexible learning options—whether in-person, online, or in-house—ensure accessibility and convenience for individuals and organizations alike.
With over 30+ years of experience through the GLOMACS global network, we are committed to delivering innovative, results-driven training solutions. Our expert instructors combine industry knowledge with dynamic teaching methods, fostering practical skill development and long-term career success. By choosing Saudi GLOMACS, you're investing in personal excellence and contributing to the Kingdom’s sustainable economic growth and vision-driven transformation.
Training Outline
DAY 1: The Role and Purpose of a Press Office
- Understanding how today’s ‘lean’ news operations work
- What is news? The ‘news media', social media and slow reading
- Using the internet (your website, news sites, blogs, podcasts)
- Different traditional media – print, TV, radio local, national and international
- Identifying the media that matter to your organisation
- Essential functions of an effective press office: Reactive and proactive approaches
DAY 2: Understanding what is a 'Story' and How to ‘Sell’ it
- What is a ‘news angle’ or ‘hook’ and how to find it
- Researching your target media and story versioning
- Who to contact and how – selling in your story
- The news cycle – when to call
- Building a news story from scratch:
- Statistics based stories
- Picture or video clip stories, use of influencers
- Versioning stories
DAY 3: Developing Media Campaigns and Content Programmes
- Starting with your organisation’s strategy and plans
- SMART objectives and measurement
- The Message House
- POEM and PESO – Blending paid, owned, shared, and earned media
- Digital Media: Managing and using social media effectively
- Media measurement and continuous improvement
DAY 4: Good Practice in the Press Office
- Developing your tech stack
- Essential Admin: policies, procedures, keeping records, approvals and sign-off
- Contact databases
- 24-hour availability, account management and roster management
- Media and social media monitoring: sentiment analysis
- Content management, content calendars
DAY 5: Issue Management and Crisis Media Management
- Strategies for monitoring issues and prevent media crises
- Identifying, training, and briefing your critical spokespeople
- Preparing your spokespeople in times of crisis
- Types of interviews
- Avoiding journalist bear-traps
- Messaging, bridging and impactful language
- How to triage incoming media enquiries
- How to set up, manage and handle a press conference
- Action Planning
Certificates
- On successful completion of this training course, GLOMACS Certificate will be awarded to the delegates
- Continuing Professional Education credits (CPE) : In accordance with the standards of the National Registry of CPE Sponsor, one CPE credit is granted per 50 minutes of attendance
Accreditation
GLOMACS is registered with NASBA as a sponsor of Continuing Professional Education (CPE) on the National Registry of CPE Sponsors. NASBA have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.
All Training Seminars delivered by GLOMACS by default are eligible for CPE Credit.
Providers and Associations
Sessions in international locations
Online Sessions
What do you need to learn next?
Check our list of courses or let us customize a course for you.
View courses
