Getting up to speed on dealing with the media

The traditional media hasn’t died… it’s changed.

Ofcom research shows three quarters of under 24’s get their COVID-19 news from traditional media. That rises to more than 90 per cent for over 65s.

So, TV, radio and local news titles remain an important part of the media landscape.

How we get news has radically changed.

source: Reuters Institute Digital News Report 2020, UK figures

The ESSENTIAL MEDIA SKILLS workshop aims to track the changes and give you confidence and strategies for reactive and pro-active media relations.

We’ll look at lived experience, current practices, published research and unique research.

When you’ve got good news for a journalist or if they’ve got awkward questions for you, this is for you.


Spread across three sessions the workshop will be delivered online so it fits into a busy day.

There will also be a strong practical element to the programme.

Session 1: Pro-active (2 hours)

How to assess the readership online and offline of media in your area.

Learn what a journalist wants.

Learn how to sell-in an idea.

Find out how to create content to get a journalist interested.

How to evaluate.

How to create a process for this.

Session 2: Reactive (2 hours)

How to answer a media query and create a replicable and auditable process.

How to create a statement.

How to brief an interviewee.

How to run a news conference.

How to make a complaint.

Session 3: Practical (1 hour)

We’ll look back at what we’ve learned and run through a practical exercise to re-inforce what we’ve learned.

Who is this for?
  • People who work in in-house public sector comms teams who need to refresh their skills.
  • People with limited experience who need to include media relations as part of a wider skills set.
Who is the trainer?

Dan Slee has more than 20 years experience working for and with the media both as a journalist and as a member of a public sector communications team. He’s worked with current broadcast and print journalists to refine the learning.

Programme #1: NEW places available

Session 1 Pro-active media relations 1.6.21 9.20am (two hours) Session 2 Re-active media relations 8.6.21 (two hours) Session 3 Practical 15.6.21 (one hour).


A place on the programme costs £195 + VAT with a 20 per cent discount for a block booking of five or more. Use the contact form below or email to book.


In-house sessions for your team at dates and times to suit you are available with double delivery to allow business continuity. It also means everyone is on the same page. Depending on team size we can run the each session at 90 minutes to make them more interactive.

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