How to more effectively tailor and target your media stories
This 60-minute webinar will provide important tips and help you understand how journalists craft and assess stories. Our expert panel will answer your questions and work through real examples to show how to tailor many angles from a single story and more effectively interest different media outlets.
You will learn:
• What makes a news story
• How journalists assess potential stories
• How to identify different angles in a single story
• How to tailor stories to interest specific audiences
• How to build relationships with journalists
• How not to undermine your media interactions
Rohan Wenn’s career has seen him work as a news reporter for the Seven and Nine networks, as well as an investigative reporter for both A Current Affair and Today Tonight. He was also the host of the ABC’s youth public affairs program, Behind The News. He later served as Senior Policy and Media Advisor to Senator Nick Xenophon’. Rohan then joined online advocacy and campaign organisation, GetUp! as their communications director. He is now an independent consultant whose clients include, or have included, the Alliance for Gambling Reform and Animals Australia.
Peter Ryan is one of the ABC’s most experienced journalists and a veteran in the trade. After starting out as a copyboy on Sydney’s Daily Mirror, Peter rose through the ranks as a reporter covering major events such as the disappearance of Azaria Chamberlain and the Royal Commission into corruption allegations again the then NSW Premier Neville Wran. Peter joined the ABC working as a radio and television reporter in Sydney, Darwin and Melbourne. He worked as a producer for the BBC in London and after returning to Australia was appointed the ABC’s North America Bureau Chief in Washington. He was the ABC’s director of News in Melbourne in the late 90s before working in corporate public relations at the global consultancies Weber Shandwick Worldwide and Porter Novelli. In his time back at the ABC as Business editor, Peter developed the business programs “Business Breakfast” and “Lateline Business”. Peter has won a number of awards and last year received the European Union-Qantas Journalist prize for his coverage of the Eurozone debt crisis.
Lina Caneva has been a journalist for more than 35 years, and Editor of Pro Bono Australia News since it was founded in 2000. Lina began her broadcast career at the ABC and later moved into commercial television news covering everything from federal politics to national health issues. For more than 20 years she has been a media trainer for corporate and Not for Profit organisations wanting to improve their media messages.
Leslie Falkiner-Rose curates Pro Bono Australia’s Executive Webinars. Leslie, a former print and TV journalist with a Masters in Philanthropy and Social Investment, devises and implements communication strategies and produces all forms of digital content.
Post webinar pack
Can’t make the date? All registered participants will be sent a post webinar pack 2–3
daysafter the session. The packs include the live webinar recording, slide deck and webinar book. The webinar book is a tool designed to ensure your learnings last. It includes the session’s transcript with corresponding slides, the live chat stream (so you’re across peer discussion) and presenter notes. Whether you are wanting to brush up on what you’ve learned or if you missed the live session, the post webinar tool kit ensures you’re always across the session’s learnings.