Media Strategy Training Workshop

The Australian Womensport and Recreation Association (AWRA) has released an online learning module for sports clubs and associations wanting to develop a public/media relations strategy. AWRA explain that "a media relations strategy is essential for any organisation seeking to create a profile in the marketplace. This training programme is designed to assist in providing a strategic approach to developing a communications strategy." The widely misunderstood process of media relations is simply explained in a free-to-access 11 module online training resource.

The modules cover:

• Module 1 - Objectives: Define your objectives
  Including: What are the objectives of your media campaign, and how to make them measurable
• Module 2 - Audience: Identify target audiences
  Including: How to identify your target audience; and what role different audiences play in your campaign
• Module 3 - Strategic Plan for traditional channels
  Including: How to develop a strategic plan; methods of identifying communication tools for specific audiences and selecting the most appropriate tools to achieve your objectives
• Module 4 - Defining new channels/Strategic Planning for new channels
  Including: What new media is?; definition of new media - the tools; why it has become so popular; facts around usage
• Module 5 - Understanding Traditional Media and its role in a PR strategy
  Including: Defining what is the media; what traditional media is; definition of the different forms of traditional media and how to work with traditional media
• Module 6 - Key Messages
  Including: How to develop relevant key messages; how to write a media alert and a media release; how to work with traditional media
• Module 7 - Understanding New Media
  Including: What you can do with social media; new media strategy; managing the conversations; campaign examples; tips and implementing guidelines; and resourcing
• Module 8 - Crisis and Issues media management
  Including: How to recognise and identify potential media issues; preparing media strategies for dealing with issues; action plans for managing a crisis in the media; minimizing the negative impact of issues and crises
• Module 9 - Implementing and Evaluating the PR Strategy
  Including: How to evaluate or measure whether your campaign has met the initial objectives; how to ensure whether your initial objectives are SMART specific, measurable, achievable, realistic and timely; tools currently used to measure campaign effectives in media including AVE's (what are these?);determining whether your message reached its intended audience(s)
• Module 10 - Budgeting
  Including: How to budget for a campaign; in-house budgeting;  consultancy budgeting; contingencies
• Module 11 - Reviewing the whole process
  Including: Have you got it all right?

For more information visit http://www.australianwomensport.com.au/default.asp?PageID=198