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Practical Media Relations

Practical Media Relations

London College of Communication
Taught by
Ann Mealor, Ashley Gibbins


Get insight into building effective and mutually beneficial relationships with journalists. You'll learn about both reactive and proactive media relations so by the end of the course you'll know how to respond effectively to enquiries from journalists and how to gain coverage for your stories. This course is ideal if you have just started out in your career. It's a workshop style course and you'll contribute your ideas to group discussions and take part in writing exercises.

Topics Covered

  • What is media relations?
  • Why is media relations so important to the PR practitioner?
  • The different types of media and the different ways of reaching and influencing journalists
  • Working with journalists – what journalists want and do not want.
  • Managing media enquiries (reactive media relations)
  • Getting media coverage (pro-active media relations)
  • How to write a news release
  • How to manage a media briefing
  • Media relations in a crisis
Course Outcomes
By the end of this course you should be able to:
  • recognise what journalists want from PR practitioners
  • know how to target relevant media
  • understandwhat makes a good news story
Who Should Attend

This course is perfect for you if you are new to working in a communications or PR role, or are looking to start a career in media relations

Beginner: This course is perfect for those with little or no knowledge of media relations.

Follow up courses
After you have completed this course you may want to sign up to Crisis Management or Practical Writing for PR.

Customised Training
We also offer bespoke media and communications courses for groups, individuals and businesses. To find out more, visit our Customised Training.

Tutor Description

Ann began her career in local government PR and advanced to Head of Communications at the London Borough of Tower Hamlets before joining the Institute of Public Relations in 1997.

As the Institute’s Head of Public Relations and Deputy Director General she supported the development of the Institute from a small, almost ‘family’ run organisation through to it achieving Chartered status in 2005.

Ann spent the last 18 months of her career with the Chartered Institute of Public Relations (CIPR) acting as its Director General and first Chief Executive.  She then left to become Chief Executive of public relations consultancy, WilliamJack Communications.

Ann is an Associate Lecturer in Public Relations at the University of the Arts, London.  She is a Fellow of the CIPR, and an Accredited Practitioner.  She has a degree in English and Postgraduate Diplomas in Marketing, Crisis Communications and Internal Communications. She also a Board Director of the National Register of Public Service Interpreters and advises on communication matters.

Ashley Gibbins is Managing Director of PR consultancy WilliamJack Communications and Chief Executive of the International Travel Writers Alliance, the world’s largest association of professional travel journalists.

During a career in publications he has led the marketing and communications teams for the Commission for the New Towns and for the London Boroughs’ of Tower Hamlets, Enfield and Barnet.

Ashley is an Associate Lecturer in Public Relations at the University of the Arts, London. He is a Fellow of the Chartered Institute of Public Relations and a Member of the Chartered Institute of Journalists.

Available dates