The 21st Century is a time of communication within the global village (world). Pressure and affluence of information coming out from mass media produces such an information noise that the receiver is sometimes not able to identify correctly and understand the transmitted news. Persons appearing and dealing in mass media are thus confronted with a task how to effectively deliver information to the public. To perform this task without professional know-how is utterly helpless and unrealistic.
Edelman Polska based on a rich experience of consultants and the international know-how offers training courses in the field of mass media to all those who wish to use effectively the mass media. The knowledge of the specific function of media, the crucial transfer, bridging to ideas and notions without which it is difficult to keep up good relationship with the media. It is worth while to know before the mass media on their own will force us to practice them. One must bear in mind that mass media very often than not are more interested in difficulties and predicaments of companies and firms than in their successes. Pressmen and journalists themselves are underlining that transmission of good news in the task of the companies press service. And informing the public about irregularities belongs to press media. All those who have already understood this rule have the upper hand over the rest.
During the training courses we not only tell by what means and by what rules relations with mass media are realised, and what journalists’ expectations towards their interlocutors are. Instead, we direct our attention on how to get through with news to a selected destination group. We present an average receiver of information to whom we deliver the news. In other words, we teach how to choose news and arguments in order to convince the receiver and win them over to our reasons.
The mentioned training courses are devoid of any academic touch. These meetings are practical workshop schooling. The theoretical part deals with principles of maintaining good and friendly relation with the mass media. The presented recommendations are illustrated with examples taken out from news-papers, radio and TV. The most crucial part of the training course constitutes practical lessons conducted with and by experienced journalists and pressmen. Thus, the participants of this course have the chance to apply the gained knowledge in practice and to get the conviction that the successful relationship with the mass media are skills that must be learned and that they rarely an inborn feature. Laborious lessons, iron discipline are the simplest way to success.
There is one additional, invaluable – and perhaps the most important – value of all media workshop conducted by the Edelman Polska. This training enables to take care of the most precious value of a company; its goodwill. It cannot be bought for any money, at all. But it might be lost in one day, and more often than not because of lack of proper relation with mass media. However, we hope that it is not a fear in front of a public set-back but the wish to an effective communication purpose that will prompt you to take up contact with us.
