Press Office Management Training Course

Participants can research, segment and maintain media contacts for targeted outreach.

• Media list segmentation by beat, outlet, geography, audience and influence
• Journalist research using recent bylines, commissioning patterns and stated preferences
• Contact records maintained with source, consent, history and relationship notes
• Earned-media priorities distinguished from owned, shared and paid communications
• Pitch timing matched to news cycles, embargoes, publication schedules and deadlines
• Regional, trade and national media requirements compared before targeting stories

Participants can produce accurate media materials that meet editorial and approval requirements.

• Inverted-pyramid release structure: headline, lead, evidence, quote and boilerplate
• Angle statements tested against audience relevance, evidence strength and editorial fit
• Fact sheets built with approved data, definitions, sources and update dates
• Quotes drafted for attribution, message discipline, authenticity and legal clearance
• Boilerplate language maintained for organisational description, contact routes and mandatory disclosures
• Embargo and exclusivity terms agreed explicitly before distributing material
• Plain-language editing removes jargon, unsupported claims, ambiguity and promotional excess

Participants can triage enquiries, control responses and manage interview arrangements professionally.

• Enquiry triage separates routine requests, sensitive issues, crises and misinformation
• Response clock set from journalist deadline, risk level and approval needs
• Bridging, flagging and hooking techniques keep interviews aligned to key messages
• On-the-record, background, deep-background and off-the-record terms clarified before briefing
• Q-and-A briefing books anticipate hostile questions, evidence requests and follow-ups
• Corrections sought using documented inaccuracies, source material and proportionate escalation
• Interview logistics confirm format, attendees, recording, location and publication timing

Participants can prepare suitable spokespeople for print, broadcast and online media interviews.

• Spokesperson selection matches subject authority, credibility, availability and media capability
• Message house connects core position, supporting proof points and audience concerns
• Three-message discipline limits interviews to memorable, defensible priority statements
• Answer blocks structure difficult responses: acknowledge, bridge, evidence and close
• Broadcast preparation covers soundbites, body language, studio protocol and remote feeds
• Executive briefing packs include context, risks, questions, messages and logistics

Participants can identify media risks and coordinate initial communications during escalating incidents.

• Issue radar tracks policy changes, service failures, activism and emerging narratives
• Risk matrix scores likelihood, impact, velocity, stakeholder concern and media interest
• Escalation thresholds distinguish monitoring, proactive response, incident and crisis activation
• ISO 22361 principles inform incident communications roles, information and coordination
• Holding statements provide verified facts, empathy, action and update commitments
• Rumour-control protocol corrects false claims without amplifying harmful allegations
• Scenario plans define decision owners, spokespersons, channels and response deadlines

Participants can monitor online narratives, verify claims and coordinate digital press responses.

• Social listening queries capture brand mentions, executives, issues, competitors and misspellings
• Verification ladder checks origin, corroboration, recency, location and manipulated content
• Screenshot, URL and timestamp evidence preserved before posts change or disappear
• Online responses distinguish correction, clarification, non-engagement and escalation decisions
• Coordinated channel plans align press statements, newsroom pages, social posts and staff
• Search visibility improved through descriptive headlines, metadata, links and accessible assets

Participants can plan media events and briefings with clear access, materials and operational controls.

• Media advisory specifies news angle, attendance rationale, timing, location and contacts
• Press conference run sheets sequence registration, remarks, questions, interviews and close
• Accreditation process verifies access, security requirements, photography rules and embargoes
• Media kits combine release, fact sheet, biographies, images and background materials
• Site visits manage safety briefings, restricted areas, transport and filming permissions
• Virtual briefings test platform access, moderator roles, captions and recording consent

Participants can measure press office performance and report meaningful communication results.

• AMEC Integrated Evaluation Framework links objectives, activities, outputs, outcomes and impact
• Measurement plan defines baselines, targets, data sources, owners and reporting cadence
• Coverage coding records prominence, messages, tone, accuracy, audience and spokesperson
• Share of voice compared against competitors within defined media and topic sets
• Qualitative review identifies narrative shifts, stakeholder concerns and recurring inaccuracies
• Monthly dashboards separate activity counts from communication outcomes and business signals

Participants can establish governance controls and prioritise practical press office improvements.

• Approval workflow balances speed, accuracy, legal exposure and executive accountability
• Confidentiality controls classify embargoed, personal, market-sensitive and security-related information
• Accessibility checks cover alt text, captions, readable documents and inclusive language
• Copyright permissions recorded for photographs, video, music, quotations and third-party data
• Press office handbook documents contacts, protocols, templates, escalation and retention rules
• Thirty-day action plan prioritises service improvements, stakeholders, measures and ownership