Communication and Media Relations
Course Description
Communicating effectively with the media is one of the critical skills that individuals working in the field of Statistics should possess. In this 30 hour course, you will learn how to interact successfully with the media when dealing with everyday situations as well as in times of crisis. You will explore the following seven key areas:
1. Communication/Media/ Dissemination policies and directives
2. Types/characteristics of media
3. Development of key media messages
4. Negotiating with the media
5. Media interview tips and techniques
6. Development of communications products
7. Introduction to crisis management (communication)
It will take you approximately four hours to complete each module which will include a series of teaching, learning and assessment activities such as quizzes, reviewing video and audio files, readings, and product development.
Learning Outcomes
At the end of this course, you should:
1. Understand the media
2. Know how to prepare for media interviews
3. Be able to negotiate the conditions of interviews
4. Be equipped with the skills to deal with difficult, tough, tricky, or hostile questions smoothly
5. Become more confident and improve your delivery skills
6. Know how to create/design media products
Course Content
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Module 1: Communication/Media / Dissemination policies and directives
There are a number of policies and directives for dealing with the media. In this module we will examine three of these policies and explore how individuals working in the field of Statistics should engage and interact with the media.
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Module 2: Types and Characteristics of Media and Interactions with Journalists
There are different types of media which are used to package information for public consumption. In this Module we will explore the different types of media and analyse the media landscape for two jurisdictions (Jamaica and Barbados). Emphasis will also be placed on expectations when dealing with journalists and preparing data for their use.
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Module 3: Development of Key Media Messages
it is important that the message being shared with the media is clear and appropriate for the type of media and the intended target audience. In this module we will examine important things to bear in mind when developing key messages for the media.
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Module 4: Negotiating with the Media
Negotiation requires planning, clarification of ground rules, the issues/problem at hand and most importantly must be appropriately closed. In this module we will examine important things you must bear in mind when negotiating with the media.
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Module 5: Media Interview Tips and Techniques
When you are going to face the media be sure to have a key message which checks all the boxes. Remember, a good key message answers what, when, who, where, why and how questions in 5-20 seconds. You do not want to be misunderstood or misquoted.
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Module 6: Development of Communications Products
When interacting with the media there are many ways to get your message across. . In this module we will examine important reports and documents that are typically shared with the media to ensure that the message is consistent and remains accurate.
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Module 7: Introduction to Crisis Management
This module is an introduction to crisis management. You will be exposed to basic information about crisis and the TEN steps of crisis communication.
Pre-requisites
- Familiarity with statistical analysis, data visualization and use of graphics
Course Provider
- This online self-paced course was adapted from a 4-day workshop conducted by the PRASC project in the Caribbean
Target audiences
- This course is for you if you interact with the media as part of your functions or if you have to create or design media messages involving communicating statistical data
FAQs
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