This Media Skills course provides a foundation all 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 respond to an ambush interview, identify key audiences, and create messages that will resonate with their audiences.

Participants learn  the process to “focus the story,” determining the true nature of a reporter’s story and their role in that story. Those who have successfully completed this course will know the three characteristics of a good message, how to anticipate the reporter’s behavior, and how to manage an interview to their best possible outcome. Coursework emphasizes establishing relevant key messages and effectively using those messages in an interview with a reporter.

Participants will also learn to use bridging techniques, use their voice in a manner that allows them to speak with authority, gain control over their message, and convey confidence.

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 mock exercises such as role-play interviews.

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