Working with the Media: Strategies, tactics, and tips

‘Working with the Media:

Strategies, tactics, and tips to win positive media coverage for your cause’

Charities operate in an increasingly competitive landscape where building trust, visibility, and credibility is vital. The media can be a powerful partner in helping your organisation strengthen its mission, attract support, and strengthen its reputation. But how can you cut through the noise and secure positive, impactful coverage for your cause?

In this session, we’ll explore the strategies and tactics charities need to work effectively with the media. Whether you’re looking to boost awareness of your initiatives, highlight success stories, or manage communication during challenging times, this Lunch & Learn will equip you with the tools and confidence to navigate the media landscape.

Event Overview

During this interactive and engaging Lunch & Learn Cormac will help you:

• Understand what journalists want and how to meet their needs.
• Navigate the media landscape and identify the right outlets for your stories.
• Learn the difference between proactive and reactive media work.
• Develop strong relationships with journalists and other media professionals.
• Package and sell your stories effectively while mastering the art of storytelling.
• Align your media efforts with your broader communication channels.

Answering three essential questions:

• Who are my target media?
• What do they want?
• How can I effectively deliver it to them?

By the end of this session, you’ll have a clearer understanding of how the media works, practical tools to identify what makes a story newsworthy, strategies for developing a strategic media approach, and insights on selecting the best spokespeople within your organisation.

Watch the recording for this Lunch & Learn above

“Learnt more in this hour session than I have in many full-day sessions! Cormac was clear and engaging, and provided so much useful information!” Alex, Lunch & Learn attendee

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About Cormac

Cormac has over 30 years of experience in public relations and corporate communications, with senior roles in local government, Whitehall, and the Cabinet Office. He has advised leaders across the globe on government and corporate communication best practices, including a two-year appointment as Strategic Communication Advisor to Ukraine’s Foreign Minister. A seasoned media trainer, Cormac has developed and delivered bespoke programs for clients in government, private, and nonprofit sectors. Since 2024, he has led Read Easy Lambeth, a charity teaching adults to read, combining his passion for authentic leadership and effective communication to make a meaningful impact.