Managing the Media



This three-day intensive workshop covers everything you want and need to know about the media; how media affects what people think and do and how they set the agenda, nationally and internationally. Since media outreach is critical for the survival of organisations in today’s fast-paced interactive environment, this workshop prepares participants to successfully engage media and develop, implement, and evaluate earned media campaigns and programmes that achieve policy and business objectives. Innovative and challenging, it explores and requires participants to analyse the dramatic impact media has on society; helping communications professionals better understand and execute media relations skills, pitch and present “news” to prospective media outlets, and move reporters to cover their issue or organisation instead of the competitors’.

Target Audience

This workshop is geared toward communications, media, public relations professionals and others looking to stay on top of media trends and strategies.

Learning Objectives

After successful completion of this course, participants will be able to:

  • Create and implement efficient and effective crisis communication strategies
  • Produce media-rich press releases, pitches and other public relations and promotional material
  • Design successful media campaigns
  • Design successful news media strategies
  • Develop and demonstrate effective on-air interviewing techniques
  • Develop and implement highly effective results-driven news conferences
  • Develop and implement effective reputation management strategies
  • Implement media-rich communications strategies
  • Perform effectively as spokespersons in news interviews and other high-stakes situations
  • Predict, manage, and control real-world controversies in the media

Programme Outline

  • Develop memorable messages that connect and move people to action
  • Develop the skills required to be a Press Attaché and Communications Specialist
  • Learn how to draft and distribute press releases, talking points, and press strategy memo
  • Learn how to manage and control volatile situations in the news media
  • Learn how to pitch stories and present news to prospective media outlets
  • Learn how to plan a news conference and get the press to attend
  • Learn successful spokesperson strategies, tactics, and techniques
  • Learn the anatomy of good writing; how to write for newspapers, magazines, radio and TV
  • Learn the major differences between broadcast and print interviews
  • Learn what motivates news media and how journalists cover stories
  • Recognise the numerous interview techniques used by reporters
  • Understand the role and responsibilities of a Communications Advisor


Renee Cummings, MA, MS, MSEd, CRC

She has written every imaginable piece of media correspondence possible; mastering the art of selling a message. A former press secretary and spokesperson, her signature style generates international publicity—she’s considered a wordsmith. Over the years, her muscular writing hand has been sought after to strengthen major media campaigns. A television and radio personality, Renee Cummings has spent the last 22 years in the news. She entered the media at 18 and has spent most of her life in front of the camera as a broadcast journalist and has worked behind-the-scenes as a television producer, script writer and speechwriter.

Over the last year, she has produced and hosted the Early Morning Show on CNC3, cohosted First Up on CNMG, and hosted the Breakfast Bandwagon and Pepper on Power 102 FM. An award-winning newspaper and magazine feature writer, she writes cover stories for Express WOMAN magazine. Her work has also appeared in the Los Angles Times, Unfold Magazine, The New York Daily News, USA Today and many others. She has been interviewed on all major local stations and internationally on BET, CBS, MTV, NBC, and FOX TV; in Caribbean Life, CARIB News, New York Daily News, Black Diaspora, Black Enterprise, Everybody’s Magazine, and other major publications in the U.S. and the Caribbean. Renee also dedicated 10 years of her public life to music publicity, working for several major U.S. record labels, international and local acts.

She is also a criminologist, rehabilitation specialist, substance abuse therapist and educator as well as a motivational speaker. She holds an MA in Criminal Justice, MA in Terrorism Studies, MS in Education and a MSEd in Rehabilitation Counselling. She also holds a triple Bachelor’s degree, magna cum laude, in Politics, Philosophy and Media Studies with a minor in Creative Writing.


Date View Event Calendar
Time 8:30 pm – 4:30 pm
Duration 3 Days
Cost TT $3,500.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.


Tobago Hospitality & Tourism Institute
Blenheim, Mount St. George,
P.O Box 131
Scarborough, Tobago


Tel: 645-6700
Fax: 662-1411


Lisa Ramrattan - ext. 114
Anastasia Mohammed - ext. 328



Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.

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