Social Media Foundation
June 21, 2016
Insight Studies
June 17, 2016

Media Foundation

The Media Foundation Course is designed to equip attendees with the required tools they need for understanding how the media landscape is changing and how this provides both challenges and opportunities for all the actors, and to be capable to articulate and use appropriate media strategies for their campaigns and interventions.

Why should you attend the course?

The ability to keep up with the media landscape rapid changes and to handle competently a variety of interviews or communication technique is becoming more and more a key job responsibility for RSO's. In the same time the media paradigm is constantly changing and increasingly complicated. The Media Foundation course aims to equip its attendees with the required knowledge and skills that by the end of the course they will be confident in working with the media to promote their campaigns.

Attendee outcomes

  • Understand how the media landscape is changing and how this provides both challenges and opportunities to public bodies.
  • Demonstrate the ability to competently handle a variety of interview situations, applying learned techniques to maintain control and communicate clearly the points they wish to make.
  • Differentiate between a variety of media organisations demonstrating an understanding of editorial bias and stylistic differences.
  • Demonstrate an understanding of the increasingly social nature of news distribution including the role for social media channels both news distribution and dialogue.

News Media Context

The training course helps attendees to unveil and understand notions and areas such as:
Multiplication of channels
The value of news coverage (AVEs)
Types of interview

Image & Language

By the end of the course attendees will be able to understand the importance of the target audience and how the appearance & language can assist or detract in the effort of communicating with their audience.

Monitoring & Evaluation

By the end of the training, attendees will be equipped with the necessary tools and knowledge in order to understand and articulate monitoring and evaluations plans and strategies and the critical importance of these aspects.

Best Practice

The whole course is interactive and uses a lot of examples from best practice, which allows attendees to connect with the discussed notions and to better understand the whole landscape of media.

Frequently Asked Quesions

1What are the main topics of the course?
The course includes a comprehensive agenda designed to equip attendees with the knowledge and skills to design, implement and evaluate bespoke media campaigns.
Topics include:
• News Media Context
• Image & language
• Writing for news
• Protecting your reputation
• TV Down the Line
2How long does the course take?
The training course is two-day long.
3Is the course accredited?
Affiliation with the Academy ensures that RSA’s courses meet a recognised standard and are accredited accordingly.
4Are there any prerequisites required?
5Is there any assessment at the end of the course?
To successfully gain the award the candidates must:
• Complete the two-day training course
• Complete the final assessment
Attendees will be assessed on written report that involves:
• Listening to 3 interviews taken from a high quality news programme such as Newsnight, Today on Radio 4, Channel 4 News, Guardian News Online
• Write an analysis of each giving consideration to both the interviewer and the interviewee
• Summarise your findings and any lessons learned
The assessment can be achieved through a written submission of not more than 2,000 words.


Dan Campsall

Director of Marketing & Communications

01295 731812

Live interviews aren't as scary as you think and can actually give you a greater opportunity to get your points across


Steve Ferris

Media Officer

01295 731816

Appearance is something a lot of people overlook and it's not just about wearing a smart outfit!
I liked the practical element of the course, enabling you to look back on how you performed and realise you weren’t as bad as you thought. The course was engaging and interactive throughout which kept me interested. Examples given by Dan about his real life

Attendee feedback

RSGB Academy

This course is run in conjunction with the RSGB Academy, the professional development arm of Road Safety GB. Courses are either hosted on behalf of the Academy and are open to all members or can be booked privately for an organisation. Affiliation with the Academy ensures that RSA’s courses meet a recognised standard and are accredited accordingly.