Overview

IMPORTANT: All participants have received a reconfirmation of their registration and program details. If you are registered and have not received this information, please contact us by email info@accpa.com.au or on phone +61 2 8667 3087.

Led by the Centre's Executive Director Wayne Burns, and with contributions from Guest Faculty Amanda Wallace, Head of Corporate Communications, IAG, Andrew McGinnes, Executive Manager Corporate Affairs and Communications, Qantas, and Clayton Ford, General Manager Corporate Affairs, 7-Eleven, the module will address: 

how the media relations discipline is evolving in Australia and internationally: where is it heading; what does the discipline look like across organisations, industries and sectors as news media business disruption and social media behaviours change the way stakeholders consume and use information and commentary?; 

role of strategy, the corporate narrative and innovation in the discipline.  Convergence of internal and external communication;

effective media relations strategy in the era of social media 3.0 – the choice of what to do, and what to leave behind;

structure, capabilities, tools, approaches, measurement and reporting: a case study in good practice corporate media relations modus operandi;

challenges, options, opportunities and solutions when managing corporate media relations; and   

leadership to develop the corporate media relations function: what does that look like?

This module is ideal for mid-level and established media relations practitioners in organisations and for practitioner strategists or planners, wanting to better understand how the media relations discipline is evolving in companies, public sector entities, and large not-for-profit organisations.

This module comprises five credit points (5) of the 40 points required over 36 months for practitioners to achieve/maintain their certification as a Graduate of the Centre for Corporate Public Affairs (GCCPA).

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