The media industry remains in a state of constant flux. Traditional news media is changing and the way we consume news has been transformed thanks to social media. Accusations of ‘fake news’ and lack of trust abound. The importance of communicating your message to your audiences in the right way, at the right time and through the right channels has never been more important – and the skills to do it never more in demand. This one-day introductory course will give you a solid grounding in how PR and Communications is reacting to the changes in the media landscape – and how you can create, shape and manage your messaging in the most effective way.
Whether you have no experience in Communications or have – or already work – in a public relations role, this course will help you to hone the skills necessary to ensure your organisation’s mission and message are at the forefront of any media. You will also understand the emotional drivers associated with communications, the changing media landscape and how you can take advantage of it. You will learn how to target your communications, ensuring they best fit the media you need to reach your audience – and how to get your people for interviews. You will also gain a better understanding of the importance of social media and how it is changing the Comms landscape and how integrated campaigns and digital assets are impacting a new canvas for creative and direct communications. What’s more, you will understand how to drive public debate and get a flavour of what – and what not to do – during a reputational crisis.
Your tutor for the day is an award-winning journalist and scriptwriter, who has led the PR and Communications team at Glasgow Life since 2007. During that time, James Doherty has helped to successfully communicate everything from the opening of the Riverside Museum and the Emirates Arena in Glasgow, to major events such as the 2014 Commonwealth Games and 2018 European Championships. He’s also helped manage the odd reputational crisis or two. Glasgow Life operates from 171 venues and sites, with almost 3,000 staff and volunteers across the city’s cultural, arts, music, sport, communities and libraries and events estates.
So, if you are looking to learn new skills or see if you’re already on the right track towards a career in PR and Communications, then this course is for you.
Course costs £95 for NUJ members which includes a sandwich lunch and all materials. To book, contact joanm@nuj.org.uk
NUJ Training Scotland 