Skills for Impact - Media Advocacy

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Course Open to: 
Students on-site
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Course Description: 

DPP only

Mandatory Elective for MPA students

MPA students have to complete 10 credits in total over the 2 years of the program; including the mandatory SFI. MPA students have registration priority

MAPP, MAIPA and Mundus MAPP students may choose up to 2 credits of M/E SFI-s if free slots are available


This course helps students to gain better understanding of how to change public attitudes and/or public policies in an effective way by working with printed, online and broadcasted media. The first part of the training gives an introduction to students to the basics of media communication from the perspective of civil society activists/professionals. It refutes some common myths and false preconceptions about the media, outlines the structure, length and content of press releases and press conferences, it explains students how to organise communication within an organisation. Useful tips are given about television interviews, trainers and students discuss ethical issues and methods to evaluate communication. In the second, more practical part of the workshop participants can practice what they have learnt. They break up into smaller groups, each group receives a (fictional) advocacy goal. They have to build a media campaign concept, write press release and give test TV interviews to a hypothetical evening news. In the offline version of the training, this team is played by our video/reporter crew. In the third, plenary part of the workshop we analyse the campaign plans, press releases and TV interviews together and discuss lessons learnt.

Learning Outcomes: 

In this one and a half days training students will gain theoretical and practical skills enabling them to communicate with the mainstream media in a professional way.

By the end of the workshop, students will

  • be able to work with professional media workers in an effective way
  • be familiar with creating communication tools such as press releases, organise press conferences
  • organise communication related tasks within an organisation, monitor and evaluate your work
  • learn how to give television interviews through test interviews and avoid common mistakes

The course requires students to participate in exercises including writing short texts in English, working in teams and be video-interviewed by a (fictional) evening news TV reporter. We will analyse test press releases and test TV-interviews together with the group.