Organizations

After years of working with non-profit sport organizations, Jayne had exposure to non-profit health organizations as a member of committees and as a board member. She realized that the media relations challenges they face are similar.

Although the reasons for seeking higher visibility are usually different, both need to learn how to recognize a story within their organization. This will avoid missed opportunities. Both types of organization frequently have the same common misunderstandings about the media's role. Improving that understanding helps to increase success in attracting media interest.

Media relations seminars can be a cost-effective answer to the public awareness and public education that organizations seek. Staff, volunteers and even members can gain a better understanding of the inner workings of the media and how to recognize a story with “editor-appeal”. They will understand why some stories, and some subjects, get coverage and others do not. Equipped with this knowledge, the organization will have greater success in gaining visibility.

Individuals

Jayne works with individuals who find themselves in the media spotlight or who aspire to increase visibility. They may serve as the spokesperson for an organization or cause. Some are athletes who are already in the public eye, but need to improve their skills in dealing with and understanding the media. They may be up-and-coming athletes, aspiring politicians or would-be spokespeople who want to be ready when a media opportunity strikes. Media training or coaching also helps individuals who are required to speak with the media due to their profession and want to be more media-savvy to prevent problems.

A person with good interview skills will be interviewed more often. Therefore, he or she will have greater visibility.

An understanding of the media’s needs and how journalists work will increase the chances of positive media coverage. People will these skills develop good relationships with journalists. That will make them the “go-to” person in their subject area.