The Media Relations Training Handbook

J. Suzanne Horsley · Peter M. Macías

03/2023 · Waveland Press

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The Media Relations Training Handbook provides a step-by-step guide for students and early career professionals to develop a robust and comprehensive media training program. Written by authors with extensive experience working with media and conducting training sessions, this handbook provides real-world insights into the demands of preparing spokespersons, subject matter experts, and organizational leaders to deliver successful media interviews.

Each chapter presents defined learning objectives followed by action steps that take the reader through development of all the components—from developing a philosophy and strategic plan for media relations to implementing realistic training sessions and everything in between. Once completed, the worksheets, writing prompts, checklists, and templates will generate an actionable training plan for media relations teams that is informed by research and connected to organizational strategy.

This handbook allows instructors and teams to easily customize their approach based on their media relations goals, the team’s composition, skillsets, use of subject matter experts, budgets, available training resources and personnel, and connections with industry partners. Recommendations are given for a variety of financial and personnel considerations to help teams be equipped for a successful media training experience.

The Media Relations Training Handbook makes an excellent companion text to On Deadline: Managing Media Relations, Sixth Edition, guiding students from classroom learning to hands-on activities. A template of all Action Steps is available for download here.