Journalism, Media and Communications Program
University of Tasmania

Media engagement is a central component of contemporary communications strategies. The University of Tasmania's Journalism, Media and Communications Program, in conjunction with CPR Communications and Public Relations, is now offering a unit in media relations and professional media training.

We offer two options:

1. Media Relations unit. Students who undertake the unit, HEJ507 Media Relations, will be equipped to interact professionally with media, to set clear communications goals and strategies, and to build an effective media relations campaign, as well as gaining an understanding of media and communications practice more broadly. Assessment in this unit is geared towards practical outcomes, and includes press releases, video news releases and a media campaign strategy.

CPR Communications and Public Relations, one of Australia's leading PR companies, will provide professional media training as part of the course. Industry, government and UTAS media offices will also offer on-site workshops specifically tailored for participants wishing to publicise their work/interests in a particular area.

The 25% unit can count towards a Graduate Certificate in Journalism, Media and Communications for those wishing to pursue further study.

For more information, contact Kate Nash (unit coordinator) on 6226 2365 Kate.Nash@utas.edu.au or the School of English, Journalism and European Languages on 6226 2347 SEJEL.admin@utas.edu.au. See http://info.utas.edu.au/ for course, unit and enrolment information.

2. Media Training Workshop. Participants undertake an intensive day of professional media training with CPR Communications in the University of Tasmania’s state-of-the-art Media Lab. Topics covered include issues management, key message focus and design, directing a campaign, being on-camera and responding to journalists, and the Tasmanian media industry. Lunch is provided during the eight-hour course. Cost: $1100 (GST inclusive).

For more information or to register your interest, contact the School of English, Journalism and European Languages on 6226 2347or SEJEL.admin@utas.edu.au.

EXAMPLE MEDIA TRAINING DAY RUNSHEET

Next training day: Friday 20 August 2010

<click here for PDF campus map>

9am – Participants arrive; coffee

9.15am – Welcome by Media Relations & Training Team: CPR and UTas -  outline of day

9.20am – Introduction: participants describes their role/position and their “view”/contact with the media

9.30am – Session 1: The Tasmania Media Environment

10am – Participant feedback & discussion: parochialism, island-centric, cultural cringe, mass media v reality of business/working environment

10.30am – Session 2: Issues Management – Media Campaigns in Tasmanian 2009-10: Beaconsfield Mine Disaster; Tasmanian Deaths in Custody; Port Arthur Tragedy

11.30am – Session 3: Media Training Workbook (CPR national resource) – the A to Z of media, including: What drives the mass media? Understanding journalists; Preparing information/news for the media; Maximising media opportunities; Radio news & talkback; Preparing for the interview; Handling the aggressive interview

1pm - Mobile phone break; working lunch starts

1.15pm – Session 4: Key Message focus/design; “The 1, 2, 3…”

2.15pm – Session 5: Media campaigns; participant discussion about format and direction – what works, what doesn’t work

3.15pm - Session 6: On-camera (specific questions designed for individual participants); maximum of 10 in a group; review of performance

4.45pm – Day Review

5pm – Media Training Day closes

CPR COMMUNICATIONS
	Mike Lester is General Manager of CPR’s Tasmanian office.  Mike has a strong background in issues and media management in both the Government and the private sectors. Before joining CPR Michael worked for four years as senior adviser to the Tasmanian Premier and maintains strong relationships with Government and the bureaucracy. Prior to that Michael was multi-award winning journalist and commentator with a career spanning almost 20 years. Since joining CPR in September 2002 Michael has provided issues management, Government and community relations, media, public relations and strategic communications services for our Tasmanian and national clients. Mike was widely praised after being called in to manage what was possibly the biggest media ‘pack’ seen in Australian history, during the Beaconsfield Gold Mine crisis.
	Prior to joining CPR Mark Thomas worked for six years for the Tasmanian Government. He was media adviser to Treasurer Dr David Crean, the Attorney General and Minister for Health, and then directly with the late Premier Jim Bacon. He was also head of the Government Media Office during the 2002 election campaign,. Mark now works with a wide range of development clients, including Prudentia Investments and Solis Tasmania, which with Greg Norman Golf Course Design is developing a $150 million golf-tourism resort on Tasmania’s East Coast. A former television and newspaper journalist, Mark was the author of former Australian Test batsman David Boon's two successful biographies, In the Firing Line and Under the Southern Cross.
	Cathy Limb has more than 19 years of communications experience in corporate, government and media sectors. Prior to joining CPR Cathy worked for Zinifex and Nyrstar. Cathy’s resource sector experience also extends to the forestry industry, having worked for more than two years in Corporate Affairs with Forestry Tasmania. She also worked for 13 years with ABC Radio and Television in Tasmania, Canberra and Sydney, where she specialised in finance and political reporting.