This seminar contains practically everything corporate executives and public figures need to know about the media. The objective of this seminar is to equip you with an in-depth knowledge of the  press so that you can handle reporters and editors professionally and with ease in any situation for positive impact and results.

For senior managers who seldom deal directly with the press, it is crucial to familiarize yourselves with the workings of the media, for you never know when a corporate crisis may strike, just as you never know when or where you will be confronted by reporters. Even during normal situations, being approached by newsmen may be unavoidable since corporate and public figures are “newsmakers” to the press.

Presenting to you the most accurate views on the media

This programme is personally designed, structured and conducted by the speaker based on his 17 years of experience and those of his fellow journalists in dealing with communications practitioners.  Having been in the shoes of a news reporter and editor, he knows exactly how reporters and editors think and operate in the coverage of general and corporate news. He knows how they react to issues and he knows how they deal with public and corporate crises and controversies.

Book your seats now! Tel: (03) 7044 666 / 777 / 888, fax: 03-7044 484 or e-mail: seminars@rayma.com.my .

How the Press Works

• It is vital to know how the press functions if you deal with the newspapers regularly to seek media coverage for your press conferences or events such as official launches and signing ceremonies.
• Without a clear knowledge of the workings of the press, you will not be able to communicate effectively with it  to achieve positive media coverage for your company.
• Find out why “The Editor” may not be the right person to whom you should send your press releases or invitations.
• Tips will also be given as to when you can call up the editors without annoying them.

• Having a good working relationship with the press helps a lot and in many ways. Especially when you need non-advertisement publicity (which is more credible) for a certain project or when you come under public criticism in a crisis.
• This module discusses how you can go about cultivating such a relationship and making the press feel “obliged” to you.

• Very often you do not get good turnout of reporters at a press conference or an event you organise. Why?
• Among the things you will learn from this module are when you should or should not hold an event, and what you can do if no press at all wants to attend your press conference.
• Where the VIPs should be seated at a press conference will also be discussed.

• There are certainly ways you can persuade the press into covering your functions. You will be taught how to tantalize the press into coming for your press conferences or events.

• You can get lots of mileage out of the press if you know what to do to make newsmen keep coming back to you for stories.
• This module tells you how you can increase your chances of getting press coverage.
• Examples of how two public-listed companies tried to maximise coverage for their events will be discussed.

• Press releases often get thrown away by editors because they have not written the way they should be written for the press.
• This module stresses on the key elements and a fundamental principle to writing a good and complete press release.
• Photo treatment, which is equally important in persuading editors to use your press releases will be discussed.

• It is not easy to get a press release published in the papers, especially when its contents are very PR-oriented. In most cases whether or not such a press statement is used depends on the availability of space in a paper.
• This module teaches you some persuasive ways in getting the editors to use your releases. For instance, in whose name should the press releases be written?

• What do you do if your company is embroiled in a crisis or caught in a controversial situation? How do you ward off or take into your stride an inquisitive press to prevent further damage?
• This module with some of these important questions, including one on how to prevent a slip-up from turning into an issue because of press reports.

• This module discusses how you can capitalise on public-interest issues or events to gain publicity or enhance your company’s public image.

• Sometimes, somewhere, somehow - whether you like it or not - you will have to face the press if you are in the communications industry, a VIP or a public or corporate figure. Be it a spontaneous interview or a pre-arranged one, you should always be prepared. The worst is being caught off-guard when confronted by the press at a social or official function. Many just go blank before the TV camera in situations like this.
• This module, therefore, aims to alert you on when to expect the unexpected and guide you on how to handle an interview confidently and professionally to your advantage.

How they work: the electronic media, the local and foreign news agencies, and the features syndicates.

• Company Chairmen
• CEO’s/Presidents
• Managing Directors/Executive Directors
• General Managers
• Corporate Planners
• Public Relations/Public Affairs Managers
• Press Liaison/Media Relations Managers
• Corporate Communications Managers
• Marketing Communications Managers
• Sales/Marketing Managers
• Advertising/Promotions Managers
• Product/Brand Managers
• Business Development Managers
• Senior Government Officers
• Politicians

Certificate of Participation will be awarded.