{"@context":"https://w3id.org/openbadges/v2","badge":{"criteria":{"narrative":"<p>Participants who have earned this certification have participated in a 90-minute lecture period, prepared for and delivered a one-on-one mock reporter interview, and received customized coaching.</p>\r\n"},"description":"<p>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.</p>\r\n\r\n<p>The course teaches participants how to respond to an ambush interview, identify key audiences, and create messages that will resonate with their audiences.</p>\r\n\r\n<p>Participants learn&nbsp; the process to &ldquo;focus the story,&rdquo; determining the true nature of a reporter&rsquo;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&rsquo;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.</p>\r\n\r\n<p>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.</p>\r\n\r\n<p>The tools learned in this course can immediately be put into practice to inform audiences and enhance the organization&rsquo;s reputation. These tools are learned and practiced through lecture, group discussion, and mock exercises such as role-play interviews.</p>\r\n\r\n<p>All role-play participants receive customized critique and meaningful feedback designed to highlight strengths and improve performance.</p>\r\n","id":"https://my.certifyme.online/openbadge/badgeClasses/v2/21771","image":"https://my.certifyme.online/static/fileStore/img/4900/21771/499564_badge_7B0837.png","issuer":{"id":"https://my.certifyme.online/openbadge/profiles/v2/4900","name":"Rockford Gray","type":"Profile","url":"https://rockfordgray.com","verification":{"allowedOrigins":"https://my.certifyme.online"}},"name":"Media Skills 2025","tags":["Responding to ambush interviews","Focus the reporter\u2019s story","Identify relevant audiences","Create key messages","Prepare for an interview","Set interview agenda","Bridge to key messages","Manage news interview","Anticipate tough questions","Use vocal tools to convey authority","Speaking with confidence","Handling false assumptions","Using your agenda","Responding to difficult questions"],"type":"BadgeClass"},"id":"https://my.certifyme.online/openbadge/assertions/v2/70d1901421771","issuedOn":"Wed, 23 Apr 2025 01:28:22 GMT","recipient":{"identity":499564,"type":"ID"},"type":"Assertion","verification":{"type":"hosted"}}