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Working with the media: theory and practice for NHS commissioners and providers

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Working with the media: theory and practice for NHS commissioners and providers

When Nov 04, 2015 from 10:05 AM to 03:05 PM
Where London
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Communication is a key determinant of success for NHS organisations, but few do it well.

Most organisations think of communications in defensive terms. They worry about bad news but fail to exploit the opportunities for good news.

For commissioners and providers, being able to explain clearly what you do and why you do it is vital, and that means working with the media.

This workshop explains in a day how to do it. We demystify communications and media relations, address common misconceptions, explain how journalists work and how you can work with them to get your messages across.

You will get a mixture of practical advice and engaging workshop sessions to allow you to practice what you’ve learnt including how to make your organisation “the story” on your terms. Whether you are trying to spread good news or manage bad news, our expert facilitators can help you understand what to do and how to avoid common mistakes.

We cover:

  • The role of the media in your wider communications and engagement strategy
  • How social media has changed the rules
  • The ingredients of a good story –how to be interesting and relevant
  • How journalists work and how to work with them
  • Crisis management – the only plan you’ll ever need
  • Do’s and don’ts of dealing with journalists

Our facilitators have 50 years of combined experience of working in the press and in NHS communication roles. They provide advice and feedback during the exercises and insider knowledge and insights based on real experience.

Lots of organisations provide generic media training, but we provide it tailored to the needs of an NHS audience, using NHS examples and scenarios that are realistic and relevant.

Who should attend?

Anyone responsible for communication strategy. In large organisations that includes communications and engagement managers and their teams. In smaller organisations, communications may be part of someone’s remit or, more often than not, nobody’s clear responsibility. This workshop will be useful in either case.

Past delegates have included board members, senior managers, communications and engagement leads at NHS trusts, GP federations, other provider organisations, CCGs, commissioning support units and local authorities.  

Participants at our June course said:

  • “A very valuable and well-structured day with good speakers with personal knowledge and ‘real’ backgrounds” – Dr John Crompton, GP federation
  • “Really informative day” – Claire O’Brien, patient engagement and experience officer, Warrington CCG
  • “Best day-long event I’ve been to in ages” – Dr Duncan Rogers, GP federation
  • “Even better than anticipated” – Dr John Lethem, GP federation
  • “Good tips and overview” – Lynn Watson, comms manager, acute trust
  • “Excellent course – covered everything needed in one day” – Aaron Ashmore, e-communications and marketing manager, Coventry and Rugby CCG

More information about this event…