Media Masterclass 1 and 2

Our practical masterclasses will give you the confidence you need to engage journalists and articulate your story in a way that helps to minimise the risk of your words being misinterpreted.

Media interest in the homecare sector is gathering momentum. Social care funding reform, challenges with recruitment and retention and the on-going issues presented by the Covid-19 pandemic and Brexit have hit the headlines in recent months. 

Are you uncomfortable engaging with the media? Do you have a story to tell but are unsure how to position it to the media? Have you been approached by the media but do not feel you have the confidence to handle a media enquiry? If the answer is yes, then our practical masterclass could equip you with the skills and confidence you need to positively raise your profile, and that of the homecare sector through a range of media.

The masterclasses are hosted by Dave Mason, Managing Director of Mentor Media Training. Dave has an extensive journalistic career spanning 30 years in television and radio and helps organisations to address their media challenges. He will use practical and relevant examples to demonstrate best practice approaches and ways of selling and delivering newsworthy stories.


Media Masterclass 1: How to confidently handle the media and deliver a positive message

In the first masterclass, Dave is joined by Oruj Defoite, Programme Editor at Channel 4 News in charge of daily output of the multi-award winning hour long live show. Oruj has also worked as a producer at the BBC, a television presenter, reporter and producer at ITV and a Channel 5 News producer. Oruj understands what interests media outlets and how to tell stories that have impact.

This masterclass session covers:

  • Opening objectives and background to modern media
  • Panel chat with Oruj Defoite, Editor at Channel 4 News and Jane Townson (CEO of The Homecare Association)
  • Key tips and guidance for handling the media in regular times and in a crisis Q&A.


Media Masterclass 2: How to manage your reputation and avoid bad press 

Have you ever had to hand back a contract or close a service and cope with unhappy family members going to the media? Have you faced an unfavourable inspection from a regulator? Have you experienced a safeguarding incident that has unnecessarily escalated out of control? What if a careworker has behaved inappropriately and their co-worker has decided to publicly share details of this on social media? These are situations even the very best care providers may face.

Following on from the success of our first media masterclass ‘How to confidently handle the media and deliver a positive message’, we are offering another practical masterclass in our media series.  This event covers risk and reputation management, focusing on how to handle communications proactively to avoid making a difficult situation worse and hopefully to turn it round.  

Using relevant case studies we will explore:

  • Definition of risk and reputation management
  • What leads to a risk and how to avoid it
  • Different types of crisis 
  • How to avoid an organisational issue or challenge becoming a crisis
  • Crisis communications and why you should speak to the media
  • Whether and how to respond to negative online reviews that impact reputation