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Fullrun's Tech/Media Foundation Course

Fullrun's Tech/Media Foundation Course is designed for junior and mid-ranking employees who are:

  • New, or relatively new, to the sector.

    and/or

  • Dealing with tech/telecoms media for the first time.

    We don't teach delegates how to write press releases or pitch stories via telephone. Instead, we provide delegates with a comprehensive view of the industry in which they work, as well as the clients and media. Fullrun's Tech/Media Foundation Course addresses three themes:

  • Precedents & Legends: The History of the Industry
  • The In-House View: What It's Like To Be A Technology Marketer
  • The Media View: The Story of Tech Media. . . & Its Future


    Just another training course?
    The course has its origins back in the late 1990s. As an editor and then publisher working for a large tech media owner, I saw dozens of new recruits streaming into my own company every year.

    I worked for a company that took staff development seriously. So the new recruits usually had plenty of training courses thrown at them.

    In almost every single case, however, the training in question focused on professional skills: how to write a news story, the basics of sales technique, and so on.

    Much of it was good stuff. But time and again, I was confronted by first- or second jobbers who could write a news story, but couldn't sustain a conversation with clients, prospects or sources on the latter's terms.

    In other words, they couldn't add value by showing that they understood the context in which their clients, prospects and sources operated.

  • Nobody told them about the industry's founding myths and legends.
  • Nobody told them about the difference between hardware and software marketing.
  • No-one told them about consumer and B2B buying cycles.
  • Nobody told them about the media market in which they operated.
  • And they weren't preared for the industry's technical and political complexity.


    The Tech/Media Foundation Course: A Case Study
    The basic idea for Fullrun's Tech/Media Foundation Course -- and much of the underlying material – was well-established when Steve Earl, co-founder of Rainier PR, called Fullrun a few years ago to talk about training.

    Rainier PR faced a challenge. The agency thrived during the tech recession by trading on the fact that all of its employees were experienced practitioners.

    In 2005, business started to expand rapidly. For the first time, Rainier PR found itself in the position of recruiting first- and second-jobbers with no background in the tech industry.

    Rainier PR put together training courses designed to build its new recruits' professional skills.

    At the same time, the company asked Fullrun to deliver a series of courses on the history and structure of the tech industry and specialist tech media.

    We delivered the 12-module course at Rainier's West End offices over a four month period, ending in December 2005.


    What's the shape of this thing?
    The Fullrun Tech/Media Foundation Course contains 12 modules, each of which involves a 90 minute training session.

    Each session is devised to work independently of the others. Accordingly, you can cherry pick themes according to your employees' needs.

    The course contains a substantial multimedia element, including video clips and advertising creatives.

    Back-up is plentiful. Alongside a recommended reading list, the course material is extended via a raft of bookmarked articles gathered together the Del.ici.ous.

    In Rainier PR's case, Fullrun also provided telephone-based support and mentoring to delegates for the duration of the training schedule.

    We regularly gather feedback covering presentation style and content from participants in order to enhance development of the course as a whole.

  • If you'd like to discuss Fullrun's Tech/Media Foundation Course, give Peter Kirwan a call on +44 208 670 0039, or drop us a line via email.
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