Writing for the Media – Getting It Just Right

Government servants and public officers are used to writing reports and approval papers for their own authority and agencies. But when it comes to writing for an external organisation, particularly an adversarial media, they are either caught unaware or fumbled.

There are statements to make, and confidentiality to keep – striking the right balance will ensure that the interests of both newsmakers and news media are safeguarded.

There are also preparations to be made, in terms of the resources to be made available and in what amount.

Let veteran editor DR SUNNY GOH show you the ropes in media management and reporter handling. As a trainer under the School of Journalism, subsequently Editorial Support Unit, in the Singapore Press Holdings, he has shown thousands of journalists and media relations officers how to go about the business professionally – and successfully.

Course Objectives

At the end of the programme, participants will be able to:

  1. Manage the Media
  2. Develop Media Plans
  3. Prepare Media Materials
Course Outline


  • From Mainstream Media to Social Media
  • No news is not good news
  • If you don’t answer their questions, they will answer it for you
  • Information, Misinformation and Disinformation
  • 24/7 Availability


  • Door Stop Interview
  • Press Statement
  • Press Briefing
  • Press Conference


  • Comments, No Comments and Declined Comments
  • Press Kit
  • Press Demo
  • Sound Bites


    • Writing a Press Brief
    • Acting as a Spokesperson
    • Holding a Press Conference
Who Should Attend

– Media Relations Officers
– Press Writers
– Experienced writers who want to learn more about the media


“Media Management? There is only one person I will always go to – Sunny.”
UOB Bank Group

“The Trainer is effective in delivering the course and his depth of knowledge in this area has facilitated it to be smooth running and paced suitably for learning. He has also included examples for the ease of our learning and applicability of the concepts.” LTA

“Sunny is one of the most dedicated and passionate lecturers I have come across. He is clear in his delivery and explanation, and weaves in real life examples of the concepts he teaches.” IPOS


a man in a suit and tie posing for a photo.

Dr Sunny Goh is a Trainer of Trainers (TOT) and has taught many writing coaches to teach writing programmes he has designed for government servants and private sector officers. He was head of the International directorate in Mindef’s Defence Policy Office, where he has written Cab Memos, budget papers and presented Singapore’s position at international fora. He was a member of the SAF Scholars Selection Board and chairman of a university’s Resource Panel.

He was also a Desk Editor at The Straits Times, where he taught reporting and interviewing skills at its School of Journalism. In all, his participants had included CEOs, professors, staff writers, technical specialists, undergraduates and students. It doesn’t matter how high a participant’s work status may be – all that mattered is a penchant for learning.

As a volunteer, he was a Mediator with the Ministry of Law, a Council Member of the Singapore Red Cross Society and writes regularly for the local and regional media.

Holiday Inn Atrium/ Holiday Inn Orchard/ Furama City Centre
03 Apr 2024
Holiday Inn Atrium/ Holiday Inn Orchard/ Furama City Centre
17 Sep 2024


  9:00 am - 5:00 pm


367 Days


  S$ 500 (Nett)

Holiday Inn Atrium/ Holiday Inn Orchard/ Furama City Centre

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