Engaging with the Media

Practical strategies for engaging with journalists, shaping messages and building confidence when representing your organisation in the media.

Overview

The media plays a powerful role in shaping public understanding, influencing decision-makers and driving policy conversations. For community housing organisations, the ability to communicate effectively with journalists can help amplify key issues, strengthen advocacy efforts and enhance organisational reputation.

This interactive workshop provides participants with a practical introduction to how the media works, what makes a story newsworthy and how to engage effectively with journalists. Delivered by experienced media and advocacy specialists from Horton Advisory, the session explores news values, key message development, media engagement techniques and interview performance skills.

Using real-world examples and scenario-based activities, participants will gain a stronger understanding of the media landscape and develop the confidence to communicate clearly, professionally and strategically in media settings.

Why this course matters 

• Develop confidence when engaging with journalists and media outlets

• Better understand how news stories are selected, developed and reported

• Strengthen organisational advocacy and public influence

• Improve the ability to communicate key messages clearly and effectively

• Reduce uncertainty and anxiety around media engagement

• Support proactive and strategic storytelling about community housing issues

What participants will learn

• How the media operates and how news stories are developed

• Understanding news values and what makes a story newsworthy

• How journalists identify and pursue stories

• Developing clear, concise and compelling key messages

• Techniques for engaging effectively with journalists

• Preparing for interviews and media opportunities

• Practical approaches to delivering messages with confidence

• Strategies for communicating complex housing issues to broader audiences

• Common media pitfalls and how to avoid them

• Applying media engagement principles in real-world advocacy scenarios  

Who should attend 

• Chief Executive Officers

• Executive and Senior Leaders

• Communications and Engagement staff

• Advocacy and Policy staff

• Team Leaders and Managers

• Project and Program Managers

• Staff responsible for stakeholder engagement

• Emerging leaders who may represent their organisation publicly

Organisational benefits

• Increased organisational confidence when engaging with media

• Stronger advocacy capability across the organisation

• More effective communication of community housing issues and priorities

• Improved consistency of organisational messaging

• Enhanced reputation and stakeholder engagement

• Greater ability to leverage media opportunities to influence decision-makers

What participants will receive  

• Practical media engagement tools and techniques

• Guidance on developing key messages for media opportunities

• Real-world examples and case studies from the housing and homelessness sectors

• Scenario-based learning and discussion activities

• Insights from experienced media and advocacy professionals

• Practical tips for preparing for media interviews and public commentary
  
  

Facilitators

Nick Lucchinelli, Horton Advisory, Sydney

Nick specialises in media relations, crisis communication, narrative framing, and message development, and has guided clients through judicial inquiries, industrial disputes, and leadership change. Before founding the firm with Anil Lambert, he worked as a journalist at the ABC and AAP, and later coordinated global communication at the Geneva-based Global Fund to Fight AIDS, Tuberculosis and Malaria.

Matt Coughlan, Horton Advisory, Melbourne

Matt is an editorial leader and political communications specialist who has run national news bureaus. He spent seven years with Australian Associated Press, primarily in the Canberra press gallery, and was deputy national chief-of-staff for the News Corp Australia newswire.