PR agency Rooster has launched a new media training service designed to help the travel industry deal with the effects of damaging press coverage.

Run by former journalist Sean Geer, the Rooster Media Masterclass courses aim to help tourism companies build storylines, avoid negative coverage and improve their media relation strategies.

The training also looks to help companies communicate effectively through the media, giving participants a set of golden rules for dealing with events such as international crises and airline failures.

Geer said: “Press relations can make or break a company and it’s vital for companies to be prepared in their communications strategies if they are to make the most of every media opportunity.

“Our courses will bring much-needed media training services to the travel industry, which will both address the specific difficulties faced by this sector and help individual companies optimise their impact with the media.”