This is much more strategic than the message-driven alternative. On one side, this approach enables the spokesperson (and, by extension, the organization) to build effective working relationships with journalists, who can get answers to their questions and file accurate stories on time.
On the other side, spokespeople learn to manage the twists and turns that inevitably occur during interviews, while seeking opportunities to use the interview as a springboard to influencing the attitudes, opinions and behaviour of specific audiences important to the organization's success. They are taught how to use interviews to support their organization's strategic business and communication objectives.
Most clients begin by accessing our unique online media training program
, which transfers our proprietary media training theory to an interactive, online format. More than 1,800 people have earned Certificates of Completion in English and French, and the feedback has been overwhelmingly positive.
After the online program, the emphasis is on in-person training
, which can take a variety of forms—full-day workshops, half-day workshops, one-on-one coaching, or distance training via teleconference or Skype
. Ideally, each participant goes through four rounds of practice interviews—two for print purposes and two for broadcast.
More practice equals better outcomes for spokespeople and their advisors. Participants learn to answer questions effectively and obtain a strategic gain for their organization. Above all, they learn to protect themselves and their organization at all times by understanding what they can control
If you’re interested in the most unique and effective media training program on the market, contact us
. We'd love to put your spokespeople At Ease With the Media