Media training

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.

Interested in media training for your organisation?

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:

Learn with a purpose

Competency-based learning means learning more efficiently. We make the learning objectives specific, have participants demonstrate competencies as part of the curriculum, and let the results influence the curriculum.

Identify gaps

With competency-based learning, participants see both their strengths and areas needing improvement. The client can assess the extent to which there is sufficient capacity for a particular crisis management role.

See progress

The competency standards are quantifiable. This allows participants or clients to clearly measure and document progress. You can thus assign a numerical value to the achieved learning outcomes.

Start today with competency-based learning for your spokespersons