Public Relations and Media Skills

This professional DIXONTECH training develops essential public relations and media skills required to communicate effectively with media, stakeholders, and the public. The course focuses on practical PR fundamentals, message development, media interaction techniques, and spokesperson readiness. Participants will build confidence, credibility, and consistency in handling media opportunities while supporting organizational reputation and communication objectives.

TRAINING TOPICS

• Public Relations Fundamentals

• Media Relations and Communication

• Message Development and Storytelling

• Spokesperson and Interview Skills

• Professional Media Engagement

By the end of this training course, delegates will be able to:

• Apply core public relations principles professionally

• Communicate clear and consistent messages

• Handle media interviews confidently

• Build positive media relationships effectively

• Represent organizations as credible spokespersons

• Support reputation through professional communication

TRAINING IS TAILORED TO

• Public relations officers and executives

• Corporate communication professionals

• Media relations coordinators

• Government communication staff

• NGO and nonprofit communication teams

• Junior and mid-level spokespersons

TRAINING METHODOLOGY

This course combines interactive presentations, practical exercises, media simulations, and real-life examples. Participants practice interviews, message delivery, and media responses in a supportive learning environment, ensuring skill development, confidence building, and immediate application in daily professional roles.

DAY 1

Public Relations Fundamentals

• Role of public relations in organizations

• Core PR functions and responsibilities

• Ethics and professionalism in public relations

• Understanding audiences and stakeholders

• PR communication channels overview

DAY 2

Media Landscape and Relations

• Understanding traditional and digital media

• How media organizations operate

• Building effective media relationships

• Responding to media inquiries professionally

• Media timing and news value principles

• Managing routine media communications

DAY 3

Message Development and Storytelling

• Crafting clear key messages

• Storytelling techniques for public relations

• Aligning messages with organizational goals

• Adapting messages for different audiences

• Consistency and clarity in communication

DAY 4

Spokesperson and Interview Skills

• Spokesperson roles and responsibilities

• Preparing for media interviews

• Handling difficult or sensitive questions

• Verbal and non-verbal communication skills

• Managing live and recorded interviews

• Building personal credibility with media

DAY 5

Professional Media Engagement Practice

• Press releases and media briefings basics

• Conducting press conferences professionally

• Managing follow-up with journalists

• Evaluating media coverage and feedback

• Continuous improvement in media skills