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Understanding the Media - Managing, Not Manipulating It
BE it mainstream or social media – communication by the newsmakers (‘you’) with the news editors and reporters (’them’) ought to be cordial and not adversarial.
LEARN the techniques of good media management and have a hand in drafting a good press release – and master the art of effective mass communication even in a crisis or major event.
LEARN the techniques of good media management and have a hand in drafting a good press release – and master the art of effective mass communication even in a crisis or major event.
Objective
At the end of the workshop, participants will be provided a better handle to deal with:
- traditional media (including both local and foreign news agencies)
- social media
- crisis management
Outline
1. WHEN COMM DISASTER STRIKES
1.1 What was it about?
1.2 What went wrong?
1.3 How was it put right (if at all)?
2. OVERVIEW OF THE RAPIDLY AND RADICALLY CHANGING MEDIA LANDSCAPE IN SINGAPORE
2.1 Implications of media merger
2.2 Emergence of social media
2.3 Threat of cyberattack and fake news (Deep fakes)
2.4 Rise of trolls, influencers and GAN (Generating Adversarial Networks)
2.5 Implications for your agency
3. LEVERAGING ON MAINSTREAM MEDIA
3.1 Going inside the newsroom
3.2 Understanding deadlines, scoops and wishbones
3.3 Opportunities for Public Education, Persuasion or Participation (“Buy-in”)
4. DRAFTING NEW RELEASE - THE INVERTED PYRAMID
4.1 Comparison of Pyramid with other news release approaches
4.2 Addressing Issue at hand
4.3 Providing your position
5. MEDIA FACILITATION: Facilitating Queries/Requests From The Media
5.1 Press Kit: Statistics / Trends etc
5.2 Visual Aid: Photos / Illustrations /Maps etc
5.3 Audio/Video Aid: Soundbites and Vidclips etc
5.4 Interview with Experts
5.5 One-or one scoop interview, Press Conference and Door-stop Interviews
. UNDERSTANDING HOW SINGAPOREANS USE SOCIAL MEDIA
6.1 Visual appeal
6.2 Reflective mood
6.3 Anecdotal evidence
6.4 Factual account
6.5 Emotional dimension
6.6 Personal touch
6.7 Resourceful input
6.8 Practical action
7. CREATING ATTRACTIVE/ENGAGING CONTENT THAT PUSHES YOUR MESSAGES
7.1 Self-serving versus Public-serving Content
7.2 Relatable Content
7.3 Use warm, welcoming words
7.4 Avoid Legal Landmines!
8. MEDIA CRISIS MANAGEMENT
8.1 Flight Response
8.2 Fight Response
8.3 Owl Response
1.1 What was it about?
1.2 What went wrong?
1.3 How was it put right (if at all)?
2. OVERVIEW OF THE RAPIDLY AND RADICALLY CHANGING MEDIA LANDSCAPE IN SINGAPORE
2.1 Implications of media merger
2.2 Emergence of social media
2.3 Threat of cyberattack and fake news (Deep fakes)
2.4 Rise of trolls, influencers and GAN (Generating Adversarial Networks)
2.5 Implications for your agency
3. LEVERAGING ON MAINSTREAM MEDIA
3.1 Going inside the newsroom
3.2 Understanding deadlines, scoops and wishbones
3.3 Opportunities for Public Education, Persuasion or Participation (“Buy-in”)
4. DRAFTING NEW RELEASE - THE INVERTED PYRAMID
4.1 Comparison of Pyramid with other news release approaches
4.2 Addressing Issue at hand
4.3 Providing your position
5. MEDIA FACILITATION: Facilitating Queries/Requests From The Media
5.1 Press Kit: Statistics / Trends etc
5.2 Visual Aid: Photos / Illustrations /Maps etc
5.3 Audio/Video Aid: Soundbites and Vidclips etc
5.4 Interview with Experts
5.5 One-or one scoop interview, Press Conference and Door-stop Interviews
. UNDERSTANDING HOW SINGAPOREANS USE SOCIAL MEDIA
6.1 Visual appeal
6.2 Reflective mood
6.3 Anecdotal evidence
6.4 Factual account
6.5 Emotional dimension
6.6 Personal touch
6.7 Resourceful input
6.8 Practical action
7. CREATING ATTRACTIVE/ENGAGING CONTENT THAT PUSHES YOUR MESSAGES
7.1 Self-serving versus Public-serving Content
7.2 Relatable Content
7.3 Use warm, welcoming words
7.4 Avoid Legal Landmines!
8. MEDIA CRISIS MANAGEMENT
8.1 Flight Response
8.2 Fight Response
8.3 Owl Response
Who should attend
Any person who needs to deal with the media, including media relations, public relations and corporate relations officers. Even those who simply enjoy mass communication in general are welcome.
Testimonials
“Media management is at once exciting yet exacting. The Trainer knows how to strike the right balance.” SIM (Mar 2016)
“Sunny is one of the most dedicated and passionate lecturers I have come across. He is clear in his delivery and explanation, and weaves in real life examples of the concepts he teaches.” IPOS (Jan 2018)
“His depth of knowledge in this area has facilitated it to be smooth running and paced suitably for learning. He has also included examples for the ease of our learning and applicability of the concepts.” LTA (Apr 2018)
“I like Dr Sunny’s very practical approach in dealing with the media. His reputation and credibility speak volumes about him as a media old hand.” RMIT (Oct 2019)
“Sunny is one of the most dedicated and passionate lecturers I have come across. He is clear in his delivery and explanation, and weaves in real life examples of the concepts he teaches.” IPOS (Jan 2018)
“His depth of knowledge in this area has facilitated it to be smooth running and paced suitably for learning. He has also included examples for the ease of our learning and applicability of the concepts.” LTA (Apr 2018)
“I like Dr Sunny’s very practical approach in dealing with the media. His reputation and credibility speak volumes about him as a media old hand.” RMIT (Oct 2019)
Profile of Dr. Sunny Goh
Sunny is a Trainer of Trainers (TOT) and has taught many public comm coaches to teach media management and mass communication. He was the editorial trainer at the School of Journalism, teaching cub reporters and designers on the techniques in report, slogan and headline writing. He also teaches interviewing techniques and news gathering skills in his old haunt at The Straits Times.
As a volunteer, he was a Mediator with the Ministry of Law, a Council Member of the Singapore Red Cross Society and writes regularly for the local and regional media.
