This course will be delivered in Chinese. PPT will not be shared.

Businesses and their spokespeople often need to meet with press, whether it be at a press conference, for an interview, or even during a crisis. Businesses' spokespeople and relevant teams should receive formal, comprehensive training concerning communication skills with media, including exercises such as mock interviews.

This two-day training will deliver comprehensive and logical media skills concerning how to handle corporate, PR teams, and media.

First Day (April 9): Integrated Skills of Handling Media

A comprehensive explanation of overall strategies and implementation skills for corporate media relations.

Second Day (April 10): Mock Interview

A full-day simulation will be carried out based on the first day's strategic and overall knowledge. Through this, students will achieve a qualitative leap in their understanding of corporate media relations. Through mock interviews, including video shooting, replay, critique, etc., we prepare two rounds of one-on-one interviews for the trainees to improve trainee's integrated skills of handling media.

Course Highlights:

This is the first time that media workers and PR experts are working together in order to study and improve integrated skills for handling media as a professional skill from a professional, neutral, and objective perspective.

Course One (April 9): PR Practical Strategy: How to Build Enterprise Media Relationship Systematically and Comprehensively

China has the largest number of media and the most flexible corporate media relation in the world, especially in the digital age.

In the early days of the 2000's, traditional institutional media began to transform towards commercialization. Before the advent of Sina Weibo in 2009, there was a temporary spring for Chinese media which used to be an effective communication channel and favored by advertisers. The following we-media has left the immature Chinese media behind. Many print media ceased publication every year, while the emergence of WeChat has further enhanced the reader's "mobile screen reading".

However, upholding press responsibilities, a group of traditional media like China Daily and Xinhua News Agency try their best to catch up with the times and release news through all platforms and channels.

Until today, after the "melee" of internet media and the "sniping" of social media, the audiences finally realized from round of "rumors", "headline party", and "vulgar fake news" that the primary value of news is credibility and the first responsibility of media is not profit.

The Spring of Chinese news media comes again when readers return to focus on credibility. Regardless of how the technological means change, the public's demand for news is only getting stronger and stronger, and behavioral habits are constantly being strengthened. As for enterprises, media is always an indispensable information transmission channel. According to different communication purposes, companies must establish their own media lists and media relations and maintain corporate media relation in a long term plan. Making good use of the media is a long-term compulsory course for business publicists.

This course is intended to help you to see through this chaotic media environment and find real media partners for business' brand output.

Course Outline:

Section One: Chinese Media Maps and Key Perceptions

Section Two: Necessities of Corporate-Media Cooperation in Mobile Age

Section Three: Common Scenarios and Essentials in Corporate-Media Relation

Section Four: Management and Essentials for Business Internal Media Team

Section Five: Enterprise Need to Make a Media List

Section Six: Enterprise PR Suites: Press Kit

Section Seven: Essentials for Business Leaders of Meeting the Press

Section Eight: How to Maintain Relation with Media in a Long Term

Section Nine: Do's for Corporate-Media Cooperation

Section Ten: Don'ts for Corporate-Media Cooperation

Course Two (April 10): How to Face Media: Live Mock Interview & Experienced Reporter Comments

Course Outline:

Part One (Morning): Positive Interview: Daily Propaganda

Section One: First Round Mock Interview

Section Two: Comments on First Round Mock Interview

Section Three: Common Essentials in Media Interview Given By Trainer

Section Four: Second Round Practice

After the critiques and explanations, every trainee will have another round of mock interviews. From this, students will see their improvement made from Day 1 to Day 2.

Part Two (Afternoon): Response during Public Opinion Crisis

Section One: First Round of Mock Interview: Group Confrontation

Section Two: Critiques

Section Three: Common Essentials in Media Interview Given By Trainer

Section Four: Second Round Practice

Section Five: Q&A