On Saturday I gave a "Media 201" training for Tools for Change in Toronto. I actually don't give that many media trainings, but I should probably do more of it. Because this was an "advanced" class, the agenda covered a pretty wide range:

• Developing a Media Plan / Outline of a Campaign
• Messaging / intro to Story Based Messaging
• Talking Points
• Pitching
• Building Relationships with Reporters & Editors
• Advanced Interview Techniques
• Letters to the Editor/Opinion Pieces
• Social Media
• Documentation/Evaluation

Even though it was four hours long, we had to move pretty quickly over some topics. The class was great, and had about 25 participants. The training was geared toward small nonprofits and grassroots organizations.

If this had been a "Media 101" class, I would have spent more time going over the typical news cycle, when to pitch reports, roles during a campaign or event, and creating basic materials like media alerts and press releases (and what's the difference).

Although I use examples of press materials and campaigns from my past few years of experience, I definitely rely on handouts and materials produced by organizations like the Center for Media Justice (especially their Communicate Justice 101 binder) and smartMeme, as well as some of the materials listed on our resources page.

If you're interested in discussing a workshop, please email me at jen (at) aidandabet.org.