Prerequisites

• A university degree or relevant professional experience.
• Professionals in media, corporate communication, or public relations.
• Willingness to participate in practical exercises and media simulations.

Course Description

In a world where a single word can create an impact, engaging with the media is no longer just casual communication—it is a deliberate practice where institutional responsibility intersects with the power and influence of the message. This course takes participants behind the scenes of media work, where news is shaped, messages are crafted, and professional relationships with journalists and media outlets are built. It provides a training space to learn how an institution can speak clearly, manage its media presence with confidence and composure, both in routine situations and in critical moments that demand wisdom, precision, and rapid response.

Course Objective

By the end of this course, participants will:
• Understand the nature of the media environment and how news organizations operate.
• Recognize the different types of interviews and press conferences and their contexts.
• Prepare media messages, and draft statements and press releases clearly and professionally.
• Manage interviews and press conferences effectively and professionally.
• Develop on-camera media presence skills to enhance credibility and trust.

Course Outline

• Introduction to media and its mechanisms:
- Nature of the media environment and the journalistic workflow.
- Types of media interviews and their various contexts.
- Fundamentals of preparing and organizing press conferences.

• Interviews, press conferences, and management techniques:
- Organize press conferences and the role of the official spokesperson.
- Principles of coordinating and communicating with journalists.
- Handle media interviews professionally and objectively.

• Body language and on-camera presence:
- Composed posture and positioning within the camera frame.
- Precise and controlled gestures; avoiding distracting movements and accessories.
- Facial expressions and managing emotions during close-up shots.
- Eye contact.
- Match voice and tone with the message and communication goals.

• Appearance and visual identity on-camera:
- Select appropriate attire for media appearances and formal contexts.
- Color guidelines for television, studio lighting, and camera settings.
- Avoid sharp patterns, reflective, or visually distracting clothing.
- Rules for choosing accessories, watches, and glasses without overpowering the message.
- Alignment between personal appearance and institutional image.
- How appearance impacts credibility and professional impression with the audience.

• Techniques for engaging with media:
- Design media messages and draft statements and press releases.
- Defend institutional positions and manage media feedback.
- Handle multi-guest interviews and complex media situations.

Course Benefits

• A graduation certificate by Al Jazeera Media Institute.
• A practical guide for professional media engagement.
• Applied templates and examples.