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Media Relations for Civil Society and Community-based Organizations

  Certified      3  hour(s)      13 enrollment(s)      6 lecture(s)      6 quizz(es)      106 view(s)   
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Media Relations for Civil Society and Community-based Organizations
Course Description

This lesson will help you understand the basics of media relations. It covers topics like the functions of media, different types of media, and six essential elements for planning a successful media relations program. By applying these concepts, you will be able to effectively share your organization's messages and information through various media channels.

This course will provide you with insights on how to improve your press release writing for your organization, effectively handle media interview questions, and monitor and evaluate news coverage about your organization in the media. 

Media relations involves effectively communicating with the media to convey your organization's goals, policies, and actions to the intended audience and the public. It entails maintaining a positive image for your organization by facilitating smooth interactions between your organization and the media. This includes following guidelines for effective communication and understanding the dos and don'ts. In this lesson, you will gain a deeper understanding of media relations and its various aspects.

In Myanmar, businesses and embassies often hire professionals and public communication companies to handle their media relations. However, civil organizations and non-profit organizations may have limited financial resources to hire such services. As a result, individuals within these organizations who are assigned media relations responsibilities often learn the necessary guidelines and best practices on their own to benefit their organizations. These media relations lessons specifically target individuals from these organizations, aiming to provide them with the knowledge and practical skills needed for effective media relations.

Course Objectives

1. Participants will gain an understanding of the step-by-step workflow followed by media outlets when featuring an article or conveying a media message. Additionally, they will learn about the criteria used to determine which news stories are featured in the media.

2. They will also acquire knowledge about the four primary types of media prevalent in today's news media landscape, namely print, TV/audiovisual, radio/audio, and online/digital. Furthermore, participants will familiarize themselves with terms such as local media, ethnic media, and mainstream media.

3. Participants will develop the skills to systematically plan a media relations program, ensuring that the media messages and information of their organization effectively reach the public.

4. They will also learn the importance of carefully selecting titles and writing concise summaries for press releases. Additionally, participants will understand the significance of including references and providing contact information for the organization.

5. Participants will understand the importance of preparing in advance to effectively answer potential interview questions. They will also learn the significance of seeking clarification during interviews when questions are unclear.

6. Additionally, participants will acquire knowledge on how to track the media coverage of their organization's messages and information. This will enable them to monitor and evaluate the effectiveness of their media outreach efforts.

Learning Outcomes

The participants will gain a clear understanding of the nature and functions of media, enabling them to effectively engage with the media and feature their organization's messages. They will enhance their skills in writing press releases with greater efficiency and learn systematic approaches to answer interview questions. Additionally, they will acquire the ability to track their organization's media messages as they are featured in various outlets, allowing them to perform essential tasks of monitoring and evaluation.

Assessment and Certification

In order to get the certification, you need to finish all the course work, quizzes and final assessment.

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