Name: Media Relations Animal Welfare Training
Price: 12800.0 ZAR
Availability: InStock

Description

This course equips animal welfare professionals with the skills to build and maintain effective media relationships, ensuring positive public perception and support for their organisations. Participants will learn to craft compelling messages, handle media inquiries, and manage crisis communications in the unique context of animal welfare.

Learning Outcomes

Apply principles of media relations to promote animal welfare messages effectively.
Analyse the media landscape and identify appropriate channels for animal welfare communication.
Evaluate media coverage and develop strategies to address misinformation or negative publicity.
Demonstrate professional interview techniques and manage media interactions during crises.
Design a media relations plan that aligns with organisational goals and ethical guidelines.
Implement protocols for handling sensitive animal welfare cases in the public eye.

Target Audience

This course is designed for communication officers, shelter managers, and senior volunteers at animal welfare organisations who are responsible for engaging with the media.

Prerequisites

None — open enrollment

Course Outline

Day 1: Foundations of Media Relations for Animal Welfare

Objectives:
• Understand the role of media relations in advancing animal welfare goals
• Identify key media stakeholders and their interests
• Develop a basic media relations strategy for an animal welfare organization
• Apply best practices for crafting press releases and media statements
• Evaluate the impact of media coverage on public perception of animal welfare

Topics:
• Introduction to media relations in the non-profit sector
• The media landscape: traditional vs. digital media
• Building relationships with journalists and editors
• Crafting compelling narratives for animal welfare stories
• Writing effective press releases and media advisories
• Handling media inquiries and interviews
• Crisis communication basics for animal welfare organizations
• Measuring media impact and reporting

Practicals

3 hours of practicals To be conducted online or on-campus or in-house

Overview

Practical sessions allow learners to apply media relations principles in realistic scenarios, including drafting press releases, conducting mock interviews, and developing a mini media strategy for a simulated animal welfare campaign.

Practical Activities

Drafting a Press Release — Learners write a press release announcing a successful animal rescue operation, following standard media release format and guidelines. (1h)
Mock Media Interview — Learners participate in simulated interviews with a trainer acting as a journalist, handling both positive and challenging questions about animal welfare issues. (1h)
Developing a Media Strategy — In groups, learners create a one-page media strategy for a hypothetical animal welfare campaign, including target outlets, key messages, and timeline. (1h)

Summatives

Each delegate is assessed continuously throughout the course via daily exercises, scored practical assignments, and a final summative test at the end.

Practical Assignments — 30%

Practical assignments are observed and scored against a rubric during the practical sessions. Each delegate's practical mark is averaged into a single 100% score and contributes 30% to the final total.

Daily Exercises — 20%

Every training day ends with a multiple-choice exercise scored out of 100%. The scores from each daily exercise are averaged across the duration of the course to produce a Daily Average mark, which contributes 20% to the final total.

Final Test — 50%

On the last day a final summative test is written. It is a multiple-choice paper with multiple-answer questions: each question may have more than one correct option, and a single wrong selection on a question marks the entire question wrong — no partial credit. The final test is scored out of 100% and contributes 50% to the overall mark.

Final Total

Component	Out of	Weight
Practical Assignments (rubric-scored)	100%	30%
Daily Average (multiple choice)	100%	20%
Final Test (multi-answer multiple choice)	100%	50%
Final Total	—	100%

All marks are recorded on the AATICD LMS and visible to each learner under their account.

Certificate

Certificate of Completion

Awarded to delegates who achieve an overall mark of 50% or higher on the Final Total (Practicals 30% + Daily Average 20% + Final Test 50%).

How it works

Certificates are auto-generated on the AATICD LMS as soon as the marks pass the 50% threshold.
Each certificate is a branded PDF with the delegate's name, the course title, the unit standard ID, NQF level, credits, and the date of issue.
You can download or print your certificate from your LMS dashboard at any time after issue — there's no reissue fee and no expiry date.
If you scored under 50% you can sit the final test again at the next scheduled session at no extra cost.

Where to find it

Sign in to the LMS, open your dashboard, and your certificates appear under My Certificates. Each entry has a View / Download button and a print option.

Training Discounts

Group discounts apply automatically — the more delegates you enrol, the greater the saving. Discounts are calculated at 3% per 5 delegates, scaling up to 40% off for 100+ delegates.