Customized and Confidential
In-House Workshops or
Private Sessions for Executives and Spokespersons with Ed Shiller

Training Approach and Outcomes

Every media interview is an opportunity for spokespersons to communicate with key stakeholders. At the same time, a spokesperson's effectiveness depends as much upon nonverbal communication as on the literal meaning of the spoken word. How something is said - tone of voice, inflection, facial expression, body movement - greatly affects credibility and persuasiveness.

Consequently, Ed shiller's training program builds upon three main pillars:

1. Creating the most powerful and appropriate speaking points that are relevant to the questions reporters ask.
2. Developing those attitudes and mind sets that will result in the most effective nonverbal communication.
3. Expressing oneself with confidence, knowledge and credibility in any kind of media interview with any kind of reporter.

The ensuing media coverage will accurately reflect what you want to convey. It will minimize the likelihood that statements will be misrepresented, taken out of context or otherwise distorted. And it will greatly help you and your organization successfully navigate through the perils of crisis and controversy.

Simulated interviews

The video-taped interviews that each participant undergoes replicate the rigours of actual media encounters and provide you with the opportunity to apply the lessons of the session under simulated "combat" conditions.

Customized training workshops

Ed Shiller will work with you to develop a media training program that's tailor-made for you and your organization, both as to content and format.

The content can be expanded to include any specific media policies and procedures of your organization. The basics of media interviews can be covered in greater detail for trainees with little or no media experience. Greater emphasis can be placed on simulated video interviews for experienced spokespersons who want to enhance their skills. And the session can focus on any particular issues facing your organization or on the types of media situations that you are likely to encounter.

As to format, Mr. Shiller will be pleased to design a program to accommodate one person or large groups in sessions ranging from a half day to two days or more - depending on your specific requirements.

Tailoring the simulated interviews to your needs (half-day sessions)

Half-day sessions are best for training a single individual or for coaching up to three people for an upcoming interview or news conference.

Tailoring the simulated interviews to your needs (one-day sessions)

In any one-day session, the amount of time devoted to discussion is limited. So if the participants are inexperienced and therefore require extensive training in the techniques of interview behaviour and message development, the group should consist of no more than three people, in order to allow sufficient time for two video-taped interviews with each trainee. The interviews, themselves, take about five minutes each, with the critque adding an additional 20 to 25 minutes.

If the group is more experienced, four participants could be accomodated in a one-day session.

Tailoring the simulated interviews to your needs (multiple-day sessions)

With five or more participants, it may be preferable to conduct a program of at least a day and a half to ensure that each trainee has sufficient individual attention, both during the discussion and the on-camera simulated interviews.

All the participants would attend the morning session of the first day, which would be devoted to Segments One, Two, Three and Four in the sample program outlined below or other material that you might wish to incorporate into the workshop.The group would then be divided into subgroups of two, three or four participants. Each of these subgroups would return for a half-day training session that would consist entirely of video-taped interviews and in-depth critques.

With a group of five to eight, for example, the entire program would last one and a half days, during which each participant would receive one full day of training. With 12 people, the program would last two days, with each participant also receiving a full day of training.

If you wish to devote more time to discussion and interview preparation, it would be advisable to expand the first part of the program to a full day.

We would be pleased to develop other training formats to satisfy any requirements you might have.