Promoting your school, college or University to parents, potential pupils, the local and business communities is an essential feature of managing and leading a modern organisation. From sharing good news to handling a crisis, Principals and management teams need to be able to build effective relationships with the media in all of its forms. Getting this right can enhance your image, protect your reputation and boost your credibility.
This challenging and interactive course will help develop your skills to enable you talk to the media with confidence. You will learn creative and practical ways to share success, to be talked about positively, to attract pupils and staff and to cultivate and sustain a reputation for excellence.
A former BBC journalist will show you how other schools have successfully used the media to share good news and promote their reputation. You will also learn how to implement a crisis management strategy to ensure you’re prepared if you have to handle bad news – from poor results and sackings to a more serious crisis.
Being pro-active in managing the media can bring substantial benefits, including:
- Improving school ethos and pride;
- Attracting prospective parents and pupils;
- Rewarding and celebrating the work of particular children, teachers and parents;
- Contributing to a sense of school community;
- Attracting prospective staff;
- Attracting business community partners.
Who should attend?
- Head/Deputy Head Teachers and Principals
- School/College/University leaders
- Communications/Marketing Managers
- Heads of Department
- School governors and chairs of governing bodies
Key sessions include:
- How you can use the media to raise awareness and reputation
- Building relations with the media – what do they want?
- Practical tips for sharing and promoting good news
- Press Releases
- The role of Social media and web 2.0
- Creating story ideas and events
- CASE STUDY VIDEO – interview/s with headteachers explaining how they used the media
- Handling BAD news: how to handle the media in a crisis; developing key messages
- Preparing for interview
- Chance to take part in mock TV interview
Workshop facilitator - Mark Brealey
Mark spent 12 years working as a journalist in newspapers and the BBC before moving into media training and public relations in 2001. He worked initially as Head of Media Training for one of the country’s top public sector PR agencies, before setting up his own business. Mark consistently receives excellent feedback. Here's what some of our previous delegates thought of his workshops:
"Unusually, I felt engaged throughout the day! Course had pace and variety."
"Excellent course, didn't miss anything. Fantastic facilitator, very topical and helpful."
"Excellent facilitator, very nice to have someone who really knows what he is talking about."
"Mark offered really valuable advice and put us all at ease to generate discussion. I feel I've learnt lots and had a great confidence boost."
