SMC's 2009/2010 Training Courses

1. Introduction to Media Skills & Media Relations Duration:
Half-day (approx 4 hours)
This workshop will help you to generate positive media coverage by first
No. of participants:
improving your understanding of the media and how it works. As former
Between 2 and 10
national journalists we do this by breaking down some basic media
Who should attend:
myths and unveiling some tricks of the trade used by the media to get
People with responsibility for media
their story.
liaison and media interviews on a
semi-regular basis
Participants are encouraged to share their ideas, ask questions and take
part in interactive media exercises. We also provide practical advice
on how to deliver credible newsworthy stories, develop effective key
messages, the importance of knowing your target news cycle and style-
flexing your information to suit different audiences.
We outline the dos and don’ts of backgrounding journalists, conducting
basic media interviews and using effective techniques to reduce the risk of
something going wrong which can often lead to negative media coverage.
Advanced Media Skills & Media Relations Duration:
Full day (approx 8 hours)
This workshop incorporates much of the information and practical tips No. of participants:
included in the Introduction to Media Skills & Media Relations workshop, Between 2 and 4
but also provides strategies for achieving best media performance Who should attend:
even when faced with tough journalists and challenging or controversial Senior managers and
situations. spokespeople who conduct
media interviews on potentially
The day includes up to four simulated print, radio and television interviews challenging issues
which seek to reflect the conditions and issues your spokespeople may
have to face in real life.
Many participants find these interviews challenging and hard work given
they are recorded on camera and then played back to encourage
feedback and constructive comment from the entire group. We find,
however, that this helps workshop participants more clearly understand
their strengths and weakness. It also enables them to witness their own
improvements as they progress and utilise their newly learnt skills.
Effective Crisis & Issues Management Duration:
Full day (approx 8 hours)
This workshop provides participants with a strategy for identifying
No. of participants:
upcoming issues which could be critical or controversial to your
Between 2 and 10
organisation. It then explores how these issues can be managed or
Who should attend:
mitigated.
Senior managers and
spokespeople who need to
Participants learn the importance of establishing consistent procedures
engage stakeholders and
to ensure everyone is working towards an agreed communications
manage vital information during
outcome. They also learn about the different ways information is received
controversial or crisis events
by stakeholders and the options available to share vital key messages so
they are heard, understood and acted upon.
The day features stakeholder management exercises which include role
playing and the preparation of various written materials.

2. Perfecting Your Presentation & Information Duration:
Sharing Skills Full day (approx 8 hours)
No. of participants:
This workshop provides participants with strategies for engaging an Between 2 and 6
audience and holding their interest. This includes appropriate body Who should attend:
language, the delivery of effective key messages and the use of People who regularly share
supporting visual materials. information and present to internal
and/or external audiences
It also provides participants with a valuable insight into how different
people receive and process information. From there we explore the ways
to positively influence an audience’s attitudes and actions.
Participants undertake presentation exercises to test the effectiveness of
their key message development and information sharing skills.
Effective Stakeholder Engagement* Duration:
Full day (approx 8 hours)
This workshop provides participants with a strategic plan for identifying No. of participants:
key stakeholders, confirming their current attitudes and assessing any Between 2 and 6
misconception or barriers to change that they may have. Who should attend:
People who regularly engage with
We then explore how these barriers can be broken down using a range of internal and external
various approaches to engage and manage different stakeholders, stakeholders in the short, medium
remembering that ‘one size does not fit all’. and long-term
The workshop also looks at the benefits of a coordinated approach, the
value of consistent messaging and the actions needed to build ongoing
confidence, trust and support among your stakeholders.
The day features interactive stakeholder engagement exercises which
include role playing, the preparation of various written materials, and
on-camera presentations where appropriate.
* an additional Advanced workshop is also available

3. Essentials for Community Liaison* Duration:
Full day (approx 8 hours)
This workshop provides participants with an end-to-end view of
No. of participants:
community liaison to illustrate the value of getting it right and the risks of
Between 2 and 6
getting it wrong.
Who should attend:
People who interact with the
It looks at the common misconceptions of community liaison versus
community during a major project
community consultation and the need for a consistent and integrated
or roll out of new policies, programs
approach. It also explores the value of starting community liaison
or services
activities as early as possible.
Participants learn the importance of using establishing credible key
messages and written materials as well as the value of a transparent
information sharing process, all of which can influence the ultimate
success of a project as well as the ongoing market position and
reputation of your organisation.
The workshop also looks at how different people respond to and
process information and what behavioural change techniques are
available to positively influence their actions or attitudes in the short,
medium and long-term.
Participants undertake interactive exercises including role playing, the
preparation of written materials, and on-camera presentations where
appropriate.
* an additional Advanced workshop is also available
Introduction to Behavioural Change*
Duration:
Full day (approx 8 hours)
This workshop introduces participants to the proven methodologies of
No. of participants:
stakeholder profiling and core belief research. It then provides insights
Between 2 and 4
into how these methodologies can be used to better understand what
Who should attend:
makes different types of people ‘tick’ and how to share information with
People who wish to change
them in the right way to achieve the right outcomes.
the attitudes and behaviours of
stakeholders over the medium and
Participants get the chance to identify their own ‘personality profile’
long-term
and gain insights into the different behaviours they display when they
are in a logical and calm mindset versus an emotional and anxious one.
This provides them with first-hand experience about how information will
be received by different types of people in different circumstances.
The day includes simulated stakeholder management exercises which
include role playing, the preparation of various written materials and
on-camera presentations where appropriate.
* an additional Advanced workshop is also available
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