Talking to the Media: Threat and Opportunity

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Course outline

This workshop will provide an insight into the opportunities and pitfalls of dealing with the media in an age when “the media” can mean many things. It’s a given that journalists are no longer the principal storytellers. And traditional media, although still a significant force, is no longer the only conduit for conveying a message.

Nevertheless, there are basic principles of effective communication that remain true regardless of the type of media through which we choose to speak to our target audience, whether it be customers (existing and potential), the financial markets, regulators or our own workforce. We will cover:

  • Why engage? The importance of establishing a business case for going public
  • A step-by-step guide on how to prepare
  • Control technique – owning the interview
  • Understanding what the media wants and how to provide it on your terms
  • The risks and opportunities of social media

We will be encouraging maximum feedback, discussion and debate throughout the session. We will also seek your perceptions of the media and, if you have had any first-hand experience (good or bad) of engaging with the media, will encourage you to share it with the group.

DATE: Friday 8 August 2014

TIME: Afternoon 13.30 – 17.00

LOCATION: MEAA Head Offices, 245 Chalmers Street, Redfern, NSW 2016

Speaker profile

Stephen FeneleyStephen Feneley’s career in journalism and corporate communications spans more than 35 years. He has worked as a reporter and commentator in newspapers, broadcasting and on-line publishing, including extensive experience as a foreign correspondent. He has also coached and advised senior executives in a wide range of global corporations, listed companies, public sector organisations and advocacy groups in Australia, Asia, the UK and Europe.

Feneley’s approach to coaching is based on his many years as a journalist working across the full media spectrum – tabloid and broadsheet press, commercial and public broadcasting, and on-line publishing. He has covered general news, politics, international affairs, industrial relations, economics and finance, arts and entertainment, and sport.

To read more about his work: http://feneleyandco.com.au/about.html

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