Essential Media Skills - Storytelling Masterclass - Norwich

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The Auditorium

The Forum

Millennium Plain


United Kingdom

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Event description


Essential media skills every organisation should be using.

Delivered by three top UK journalists.

The media landscape has changed dramatically over recent years. Do you know how to get the most out of your organisation’s media exposure? Whether this is in the press, on social media or handling an interview on television or radio.

Whether you have a positive or negative story to tell we will help you and your organisation stand out from the crowd and make the most of any media appearance that presents itself.

The seminar will cover print, radio, television and digital channels. We will give you the tools to make the most of any media opportunity that comes your way.

Our professional journalists, all BBC trained, are experts in their individual fields and have backgrounds in print, video, television and digital media.

The benefits of attending this training seminar

  • Develop a consistent, effective voice for your organisation, when you have news to share – either good or bad.

  • Allows you to become an industry leader with authority who the media want to contact when they need a comment or opinion.

  • Help you reach new customers as your profile starts to increase.

  • Help safeguard your brand reputation by knowing how to handle the media to support you in a crisis situation.

What will be covered during the day

  • What is journalism – what it was, what it is now and what it’s likely to be

We look at the changing journalism landscape to deliver the most effective and efficient way to communicate. The world has changed with the surge in social media and digital technology. Today events take place in the public eye live as they are happening, making it imperative that you get your communications right first time.

  • Essential skills for writing, video, audio and the law

We look at each application and provide advice on word count, the tone to use, how to edit your communications and the legalities on what you are and are not allowed to say! We cover the essential skills of a media contact/journalist which will benefit everyone attending the seminar.

  • Storytelling – traditional vs digital. Understanding your audience

You need to create content that is engaging, interesting, human, compelling and emotionally engaging. Learn the best storytelling tips to get your story across leaving people wanting to know more.

  • Essential communication skills – press releases, interviews, presentation.

How do you write a press release so it is read and published? How do you give a great interview and how do you deliver that stunning presentation that will be remembered by everyone? We’ll show you how.

By the end of this seminar you will:

  • Understand how journalism has changed.

  • Understand what motivates the media.

  • Learn what journalists are looking for from you.

  • Learn how to get key messages across clearly.

  • Grasp the essentials of the art of storytelling.

  • Understand how to prepare for media interviews and presentations.

Who will this training seminar benefit?

The seminar will benefit anyone who has something to write, say or film about their organisation. Whether you’re a business leader, manager, marketer, event manager or public relations person.

The seminar will benefit organisations across many sectors including charities, PR agencies, non-government organisations as well as commercial businesses.

7 CPD hours.

Learning materials made available online following the training seminar.

Paul Phillips

Storytelling Consultant

Paul has 35 years of experience in TV News, much of it at a senior level. He was Executive Producer of Sky News and Editor on the BBC’s News Channel.

Before that he was the editor of Anglia TV’s nightly news programme and the senior producer of the UK’s first daily sports news show. Paul also has extensive experience as a reporter, presenter and director of news and sport programmes.

Until March 2013 Paul was the TV News Skills Editor with the BBC’s College of Journalism, working across the UK and around the world with BBC journalists at all levels, and consulting with senior editors to develop their news programmes.

Paul has also worked on many consultancy projects including Turkey’s State Broadcaster NTV in Istanbul, where he designed and delivered a strategy to train journalists in multimedia working, the Egyptian TV and Radio Union in Cairo ahead of the country first free elections, the TV News channels in Kurdistan, the Delta State broadcasters in Nigeria and News Channel Asia in Singapore.

Paul has worked with many university journalism programmes and will be lecturing at De Montfort University on TV programme production/storytelling from October. He is also an associate of the European Experts Council, providing consultancy for news organisations.

David Hayward

Digital Consultant

David Hayward is a pioneer of online video journalism and filmmaking. He was editor of the first BBC newsroom to be fully staffed by multi-platform, multi-skilled reporters and he ran the BBC’s digital local TV pilot.

David now specialises in advising news organisations, governments and corporate clients on digital and online video strategies. His clients include the BBC, Save the Children International, Canon Europe, the Economist and the Frontline Journalism Club.

David was a journalist at the BBC for 18 years. He worked across the organisation, as a reporter, producer and senior editor, in network radio, TV and for the BBC World Service Trust in Bosnia, Romania and Albania.

His most recent role was head of the Journalism Programme at the BBC College of Journalism. He established and turned the programme into an internationally renowned project designed to keep the BBC at the forefront of the digital news revolution. He lectures and writes about ethics and the changing nature of journalism.

Dean Arnett

Film Maker

Dean Arnett is an international award winning, self-shoot documentary producer. He has worked all over the world, most notably for the BBC and Discovery.

He is also an award winning media trainer, designing and delivering film and editing courses for video-journalists and self-shoot producers.

In 2014 he was awarded the coveted, ’Rising Star award’ at the 2014 Canadian International Film Festival for his BBC documentary ‘Burying the Past.

He continues to shoot documentaries and deliver training for broadcast and commercial organisations all over the world, including: the BBC, Thomson Foundation, Canon Europe, Press Association, The Frontline Club and many others.

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The Forum

Millennium Plain


United Kingdom

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