Public Relations

Press Office Management and Media Monitoring

A professional press office manages media enquiries, proactive news and monitoring efficiently. This course covers press office structure and processes, enquiry handling, media lists, proactive planning, approvals, monitoring and analysis tools, and reporting.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Slow or inconsistent media responses harm relationships and reputation. This course helps you run an effective press office.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

The course uses press office simulations, process design workshops, monitoring tool demonstrations and case studies.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Organise press office roles and processes
Handle media enquiries professionally
Plan proactive media activity
Manage approvals and messaging consistency
Monitor and analyse media coverage
Report press office performance

Target audience

Who should attend.

This course is suitable for:

Press officers and media relations staff
Communications managers
PR professionals
Public sector communicators
Spokespeople

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Press office operations
Enquiry handling
Media planning
Approval workflows
Media monitoring
Coverage analysis

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Press Office Role

09:00–09:54Purpose and structure
09:54–10:48Roles
10:48–11:00Media relationships
11:00–11:30Coffee break
11:30–12:12Media relationships (continued)
12:12–13:06Standards
13:06–14:00Exercise: Press office review

Day 2Handling Enquiries

09:00–09:54Enquiry process
09:54–10:48Deadlines
10:48–11:00Holding lines
11:00–11:30Coffee break
11:30–12:12Holding lines (continued)
12:12–13:06Escalation
13:06–14:00Simulation: Enquiry handling

Day 3Proactive Planning

09:00–09:54News grid
09:54–10:48Media lists
10:48–11:00Story development
11:00–11:30Coffee break
11:30–12:12Story development (continued)
12:12–13:06Events
13:06–14:00Workshop: Proactive plan

Day 4Monitoring

09:00–09:54Monitoring tools
09:54–10:48Social listening
10:48–11:00Sentiment
11:00–11:30Coffee break
11:30–12:12Sentiment (continued)
12:12–13:06Alerts
13:06–14:00Demonstration: Monitoring

Day 5Reporting

09:00–09:54Coverage analysis
09:54–10:48Reporting to leadership
10:48–11:00Evaluation
11:00–11:30Coffee break
11:30–12:12Evaluation (continued)
12:12–13:06Improvement
13:06–14:00Capstone: Press office plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

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