Media

Relations 101
Online Training Job Aid

This job aid provides instructions on how to access, enroll and navigate Media Relations 101
online training. This self-paced training can be taken on your PC, phone or tablet, and is
available every day for 24 hours.

1. The Purpose of the Training

Media Relations 101 training is designed for school administrators and communication
departments for skill building in the area of media relations.
In this training, you will learn;

How to improve the relationship with media staff

How to provide the best content to media outlets

Media Relation 101 is a self-paced training. However, estimated time to finish the whole
training is three hours.

2. Where to Go
Click the following link to go to the training website.
http://mediarelations101.weebly.com/

3. How to Start
Register with your ;
School
Name
Email
Your information goes to the communication department head of Harmony Public
Schools at the central office. This information will be used for your certificate of
completion at the end of this training.

Once you register, you may take the training any duration at your convenience. One time
registration is sufficient. You do not need to register to the training each time you visit
the website to finish your training.
4. How to Navigate
Navigation bar is located on top of each page right above the banner. You may visit each
page for investigating individual topics.

However, the trainee is required to follow the order of its curriculum. To be able to do
that, read and comprehend each page, investigate each of the examples and follow
the NEXT PAGE buttons located at the bottom right of each page to cover the content
completely.

5. Post to the Blog Page

The blog page is the platform for you as participants of this training to share your ideas,
experiences, and opinions about Media Relations as well as this training itself. Please
post your comments at any time during the training.

6. Writing Media Release

This training includes writing a media release practice. Trainees will be asked to look for
a story at their campus and write a press release and submit. The write-ups will be
assessed by communication department of Harmony Public Schools.
Your media release will be examined according to following aspects. After reviewing, it
will be sent back to you with feedback.

In your headline and lead, is the PR message clear and compelling?

In your headline and lead, is your news angle sharp and irresistible?
Are your 5 W's and key ideas organized effectively?

Does the story contain news that reflects a change?

Does the story consist positive impact on the community?

Are the basics in place such as grammar, sentence and paragraph mechanics?

The rubric for Media Release Writing Activity

Element
Best = 5
Head &
The PR message is clear
Lead
and compelling. It's not
(message) simply informative, but
charged with interest and
a sense of importance that
involves the reader. A
great lead will make the
reader say, "I didn't know
that!"
Head &
News angle is sharp,
Lead
irresistible. Clearly a story
(news
of real news value, written
angle)
with editor's needs in
mind. He or she might
well spike another news
story to make room for
this one.
Key
Ideas

Basics

The story's best 5 W's

have been exploited, and
the other key ideas have
been assigned their place
in the marshaling of
points to support the
message and validate the
news angle. Paragraphs
methodically develop the
argument, in descending
order, with effective use
of quotes.
Spelling, punctuation &
grammar consistently
good. Sentences
effectively and pleasantly
varied, with few
subordinate clauses -rarely more than three
typewritten lines.
Paragraphs are each based
on one dominant idea, and
rarely exceed three
sentences.

Adequate = 3
The PR message is
identifiable. A reader
already interested in the
subject will keep reading.
The essential 5 W's are
there. It's informative
rather than compelling.
"Good enough for
government work."
Technically, this is a news
story, not just PR puffery,
but the news angle is
merely identifiable, not
dominant -- an editor
might well say "So what?"
The writer has not fully
exploited the news
potential in the material.
The story's 5 W's can be
identified. Other key ideas
are present but could be
arranged more effectively
in support of the message.
No (inverted) pyramid of
argument in the paragraph
order. No quotes, or
they're bland, or poorly
identified, or don't move
the story forward.

Poor = 1
The PR message is absent.
The lead does not convey
the 5 W's. There is no
reason to expect a reader
to keep on reading.

Occasional spelling errors.

Unclear on punctuation
rules. Minor difficulties
with grammar amounting
to awkward structure or
poor choices, not glaring
errors. Sentences too long
or too choppy. Paragraph
structure does not reflect
organized thoughts.

Poor spelling AND poor

punctuation AND poor
grammar. Run-on
sentences, fragmented
sentences. Poor
understanding of
principles of
paragraphing.

The basic information

may be in place but the
story has no news value.
It's written not for an
editor but for a teacher
who doesn't have the
option enjoyed by the
editor -- to simply toss it.
The writer does not seem
to have definitely decided
on all 5 W's, or has
otherwise left out key
information. Poor
organization.
Repetitiveness. No quotes.
Release too short.

7. Survey
At the end of the training, there will be a survey to assess the training success. Please
answer each question and submit on Survey Monkey through the survey page.
http://mediarelations101.weebly.com/survey.html
The questionnaire is below.
Media Training 101
Satisfaction Survey
1. Overall, how would you rate training?
Excellent
Very good
Good
Fair
Poor
2. Was the training length too long, too short, or about right?
Much too long
Somewhat too long
Slightly too long
About right
Slightly too short
Somewhat too short
Much too short
3. How organized was the training?
Extremely organized
Very organized
Somewhat organized
Not so organized
Not at all organized
4. Do you have any other comments, questions, or concerns?
5. What topics would you most like to learn about or discuss at this training?
6. How knowledgeable was the presenter?
5

Extremely knowledgeable
Very knowledgeable
Moderately knowledgeable
Slightly knowledgeable
Not at all knowledgeable

7. How clearly was the information presented at this workshop?

Extremely clearly
Very clearly
Moderately clearly
Slightly clearly
Not at all clearly
8.Prior to this training how would you rate your knowledge of Media Relations?

Excellent
Very good
Good
Fair
Poor

9.After completing this training, how would you rate your knowledge of Media
Relations?

Excellent
Very good
Good
Fair
Poor

8. Need Support?
If you encounter any technical problem during your training, you may contact the
designer, Filiz Camuz at fcamuztx@gmail.com.
If you need any help or have any question about the content, you may contact
the area director of communication of your campus.