Media Relations & Spokesperson Skills
Overview
Speaking for an organisation in the media needs preparation and practice. This course develops media relations and spokesperson skills: understanding how journalists work, preparing messages, handling interviews on camera, radio and press, and building constructive media relationships.
Who should attend
Spokespeople, senior managers, media relations and communication staff who deal with journalists.
Training methodology
Interactive presentations, practical exercises, case studies, group discussions, role-plays where relevant, and a personal action plan that participants apply in their own work.
Objectives
By the end of this course, participants will be able to:
- Explain how newsrooms work and what makes news
- Prepare key messages and supporting proof points
- Perform confidently in TV, radio and press interviews
- Handle difficult questions and stay on message
- Build and maintain constructive media relationships
Course outline
Day 1Understanding the Media
- How newsrooms work
- News values
- Traditional and digital media
- The spokesperson's role
- Media policy
- Review of recent coverage
Day 2Working with Journalists
- Building media relationships
- Press releases that get used
- Media briefings and events
- On and off the record
- Responding to media enquiries
- Exercise: write a press release
Day 3Preparing for Interviews
- Interview types and formats
- Key messages and proof points
- Anticipating questions
- Bridging techniques
- Sound bites
- Workshop: prepare a message sheet
Day 4Interview Performance
- Television presence and body language
- Radio and phone interviews
- Press and print interviews
- Online and video interviews
- Recorded practice interviews
- Feedback and coaching
Day 5Difficult Situations
- Hostile and tricky questions
- Doorstep interviews
- Press conferences
- Speaking in a crisis
- Correcting errors in coverage
- Final recorded interview and action plan