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Effective media skills training
Firebird PR delivers media skills development courses
Firebird PR recently delivered two complementary skills development courses for staff at wildlife conservation charity the People's Trust for Endangered Species: Introduction to the media and Advanced interview skills.
Building on Firebird's extensive experience of working with print and broadcast media, these courses provide the knowledge and skills needed to deliver effective media communications and to develop good working relationships with print and broadcast journalists. Delegates learned to work with the media with greater confidence and left the course with practical PR tools and techniques that they can implement during interactions with journalists.
Topics covered during the courses included:
- Creating a media relations strategy and campaign plan
- Identifying media stories (e.g. topics and angles)
- Writing for the media (e.g. press packs, press releases, features, listings)
- Understanding and building relationships with journalists
- Interviewing techniques for print, TV and radio
- Communicating in a crisis
- Monitoring and evaluation
For the Advanced interview skills course, Firebird drew on its network of industry contacts to involve two guest tutors who helped create authentic interview scenarios:
- David Derbyshire, Environment Editor on the Daily Mail
- Justyn Jones, Small World Television Productions
Training for both courses took place at the estate office of Burnham Beeches, a National Nature Reserve consisting of ancient woodland, heath and wetland.