This Media Skills course provides a foundation for most encounters with the news media. Participants learn practical tools to prepare for and deliver effective media interviews in good times and in bad.

The course teaches participants how to anticipate the reporter’s needs, respond to an ambush interview, identify key audiences, and create messages that will resonate with their audiences.

Participants learn the process we use to “focus the story,” determine the true nature of a reporter’s story and the subject matter’s role in that story. Those who successfully completed this course will have fundamental media literacy skills – shared by experienced reporters. They will have learned the three characteristics of a good message as well as tools and phrases they can use to help them manage an interview. Coursework emphasizes establishing relevant key messages and effectively using those messages in an interview with a reporter.

Topics include:
• Responding to an ambush interview
• Media literacy
• Understanding the “rules of the game”
• How to tell your story
• Message development
• Setting your agenda in an interview
• Using bridges and other techniques to manage the interview
• How to respond in an interview
• What to do or say when you can’t answer the question

The session often included video recorded role-play training incorporating a mock interview or news conference. The role-play training provides an opportunity for coaching in which participants learn to use their voice, mannerisms and body language effectively.

The tools learned in this course can immediately be put into practice to inform audiences and enhance the organization’s reputation. These tools are learned and practiced through lecture, group discussion, and hands on exercises.

All role-play participants receive customized critique and meaningful feedback designed to highlight strengths and improve performance.