GovLearn.PH

Date: July 18, 2026
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Strengthen your media relations strategy by building effective partnerships with traditional media and digital content creators to enhance public trust, communication reach, and citizen engagement.

Course Description:
Traditional media relations built on press releases, media kits, and one-way announcements no longer match how journalists, editors, and content creators source and verify stories today. Reporters increasingly monitor agency social media accounts directly, expect digital-ready assets, and now work alongside independent content creators who occupy the same information space as accredited press. Government PIOs and university communication offices need a working model for engaging both groups, one that fits the realities of a small or lean communications team.

Terminal Learning Outcome:
By the end of the session, participants will be able to explain how to design a media relations approach that engages both traditional reporters and digital content creators, appropriate to their office's size and mandate.

Enabling Learning Outcomes:
✅ Explain the changing media landscape and its implications for government communication.
✅ Differentiate the roles of traditional media and digital content creators within today's information ecosystem.
✅ Develop practical strategies for mapping and managing media relationships relevant to their organization.
✅ Prepare digital-ready press materials that support multi-platform communication.
✅ Apply platform-specific engagement techniques for working with reporters and content creators.
✅ Strengthen long-term media relationships through effective follow-through, corrections, and communication tracking.

Webinar Outline:
🟢 Module 1: The Shifting Media Landscape
✅ How Philippine media consumption and sourcing habits have changed.
✅ The blurred line between traditional press and digital content creators.

🟢 Module 2: Reporters and Creators: Two Audiences, One Ecosystem
✅ Where independent creators fit relative to accredited press.
✅ Disclosure, accuracy, and accountability considerations specific to government communication.

🟢 Module 3: Mapping Your Media Ecosystem
✅ Approaches to building and maintaining a realistic contact map.
✅ Beat reporters, digital desks, content creators, and campus press (for universities).

🟢 Module 4: Digital-Ready Press Materials
✅ Adapting press releases, media kits, and statements for digital-first distribution.
✅ Social-ready copy, shareable assets, and embeddable multimedia.

🟢 Module 5: Platform-Specific Engagement
✅ How to work with reporters and creators across Facebook, X, and messaging apps commonly used in the Philippines.

✅ Direct engagement versus formal channels.
🟢 Module 6: Sustaining the Relationship
✅ Follow-through practices, correction and clarification requests, and simple tracking tools for a lean team.

Target Rank/Position:
Public Information Officers, Communication Officers, Media Relations Officers, Social Media Managers, Administrative Officers, LGU Personnel, and government employees handling public communications.

Type of LD: Technical

Training Fee: Free
Certificate of Participation: ₱250 (Optional)
Slots Left: 500

Please fill out the form below to register:
https://forms.gle/Mkqhzo5342rW9oQn6