The 411

March 19, 2020
8:45 a.m. - 4:30 p.m.

CEC Training Facility
1900 Merivale Road, Suite 206,
Ottawa, ON K2G 4N4

$675 (+hst)


Meet the Instructor

Josef Jurkovic

Josef Jurkovic

Josef Jurkovic is a CEC director and founding partner. He has over 35 years of public and private sector experience across diverse areas of internal and external communications, public consultations, branding and marketing.

read bio


"I liked interacting with my fellow classmates and the exercises were effective and helpful in using what we learned. I enjoyed everything. Josef is a wonderful source of knowledge. Thank you very much!"

"Again, Josef displayed his expertise in communications. The exercises were very useful and practical."

"Exercises were very helpful and put theory into practice."



Media Lines: When the media get in touch on a hot issue, you need to answer them with effective responses that put that issue to bed once and for all. This workshop shows you how. The instructor discusses the definition, purpose, approach and structure of departmental media lines and puts you through some informative and useful exercises.

News Releases: A high percentage of new releases end up on the news-room floor because they lack punch, brevity and useful information. In this workshop the instructor shows you how to write an effective news release that will improve your chances of good media coverage.

Media Pitches: Whether we communicate with the media emails, face-to-face or through RSS feeds and other social media channels, we need to understand what journalists need and pitch our news and stories accordingly. This workshop provides participants with the approaches, tips, information and language they need to do just that.




8:45 - 9:00 Introductions and Workshop Overview
9:00 - 9:40 Media Context and Need
Media today. What media needs from us? What is news and is not? Importance of stories. Understanding media news filters.
9:40 - 10:15 Writing Concisely
Reason for and approaches to writing concisely. A three-step practical approach to destilling information. Key tips for compressing texts. The wider context: analyzing and synthesizing information, defining issues, and assembling clusters of information into a logical order under tight deadlines.
10:15 - 10:30 Break
10:30 - 11:00 Précis Exercise
In pairs, participants work on reducing a specific text to one-fifth of its original length and present the results. Instructor-led discussion on methods of identifying and summarizing key ideas for a document summary.
11:00 - 11:35 Writing Media Lines
Context, importance, structure and key attributes of effective successful media lines. Key principles of plain language and successful messaging.
11:35 - 12:15 Exercise
Participants break into groups and prepare media lines using a case study. Instructor-led review and discussion of the results.
12:15 - 1:00 Lunch
1:00 - 1:45 News Releases
What the media want and need: the various sections of a release and how to prepare them.
1:45 - 2:30 Exercise on Preparation of a News Release
Participants break into groups of three and prepare a news release based on a case study scenario. Review of release with the instructor.
2:30 - 2:45 Break
2:45 - 3:40 Pitching to the Media
The elements of a successful pitch. When and how to pitch your story. What are the elements that will appeal.
3:40 - 4:20 Exercise
In groups, participants will craft a media pitch based on a case study scenario and report back with their results. Instructor-led feedback and discussion
4:20 - 4:30 Wrap-up and Workshop Evaluation