Certificate in PR and Media Masterclass for Non-Marketing Professionals (CPD)

Program Overview

Senior leaders, engineers, finance and technical specialists are increasingly asked to speak for their organisation in the media and on social platforms. This masterclass gives non-marketing professionals a practical understanding of how public relations and the media work, how journalists choose stories, how to prepare and deliver interviews, how to work effectively with the communication team, and how to protect reputation online and during a crisis. Simulated television, radio and print interviews provide realistic practice with feedback.

Learning Outcomes

• ✓Explain how news is selected and how media coverage shapes organisational reputation.
• ✓Prepare three key messages and supporting proof points for a media interview.
• ✓Deliver a television or radio interview using bridging techniques to stay on message.
• ✓Respond to difficult or hostile questions without speculation or conflicting statements.
• ✓Follow organisational protocols for media requests, approvals and social media use.
• ✓Contribute effectively to a crisis communication response as a spokesperson or subject expert.

Target Audience

• Senior executives and department heads
• Technical and subject matter experts who brief media
• Designated spokespersons outside the communication team
• Managers in regulated sectors facing public scrutiny

Detailed Program Modules

Training Methodology

Applied Project & Assessment