The press and media are crucial communication tools during a crisis. They help spread messages widely and can accelerate the implementation of your strategy and approach. However, spokesperson duties are a specialised skill, especially in times of crisis. On top of complexity, uncertainty, and time pressure, as a spokesperson, you have very little margin for error. PM often provides media training to thoroughly prepare your organisation’s spokespersons, complete with camera, lighting, and a critical journalist.
About the mediatraining
Giving an interview is not just about answering questions. A good interview involves conveying key messages accurately to the journalist. Or as Henry Kissinger once eloquently put it at the start of a press conference:“Does any reporter have any questions for my answers?”
Our media training is designed to prepare one or more individuals intensively and practically for a successful interaction with the press over the course of a day or half-day. Without claiming to turn you or your colleagues into expert spokespersons in one day, we will prepare you within a specified timeframe for a successful interview.
Three principles are central to our media trainings and coaching:
- Boosting self-confidence
- Gaining experience
- Inspiring with numerous practical examples
Building self-confidence is our primary objective in media training. This ‘solidified experience’ gained during media training helps spokespersons during interviews, assists colleagues in preparation, or in delivering any sensitive message.
Training content
For tailored media training, PM is the right place to be. From short drills of at least 1 hour for one person (coaching) to half-day or full-day sessions for a group (training), everything is negotiable.
The media training covers at least the following topics:
- the workings of the press and media
- preparing for an interview
- journalistic tactics
- empathy in (crisis) communication
- body language and non-verbal communication
- practical exercises in front of the camera
- rights of the interviewee
At the end of the media training, participants will:
- Be able to prepare for an interview
- Be aware of body language and voice during interviews
- Effectively formulate key messages
- Be prepared for crisis communication with the press and media
Hear it from someone else
This media training was a must for any officer who might need to speak to the press.
Wim Van Hecke
(Lieutetant, Fire Zone Rand)
This training was very motivating. It was the best training I’ve attended in my professional life.
Davina Gruber
(Communication Officer, City of Brussels)
Let us get in touch
Interested in media training? Leave your details here, and we will get in touch as soon as possible.
Competency-based learning
Competency-based learning means purposefully working towards the competencies needed to effectively fulfill of the spokesperson role. PM has competency standards for the most common roles within the crisis team that describe the required knowledge, skills, and attitudes.
Benefits of competency-based learning include: