Workshop

2006/4/29 Meaningful Manipulation: How to Get Positive Coverage, for Free

 

 

Seminar (Morning Session)

Overview
Get an insight into news and news gathering as follows:

• Negative publicity - scandals, errors in judgment, problems or the stuff that helps sell newspapers
• Cursory analysis - could it have been averted, ie, the negative exposure?

Conceptual Level

• Plan ahead - strategically (for the long term) and tactically (for the near term)
• Understand the media as:
  • A target audience
  • A channel to all other audiences
• Cultivate a win-win relationship
• Know how to talk back and face up to contentious issues:

Execution Level

• Ply the trade with a full tool kit to match the needs of different situations and objectives.
• Learn what is news
• Get acquainted with media training, ie, oral presentation skills for interviews and speeches.
• Make it convenient for the media

Workshop (Afternoon Session)
Crafting the message:

• The substance, ie, the news angle with the 5Ws and 1H
• The style, ie, the lingo, the tone, the 3Cs, the journalistic style rules
• The structure of the inverted pyramid
• The quote, citing someone close to the subject matter
• The background
• The contact

„h Providing that extra kick with an "appropriate circumstance"

• An event
• A photo or photo opportunity
• A personality