Segment One - You and the media

• Corporate fears and media stereotypes.
• The role of the spokesperson.
• A day in the life of a reporter.

Segment Two - Preparing for the interview

• Seven axioms for effective media interviews.
• The six-step Critical Path for developing appropriate key points and learning to think on your feet during the interview.

Segment Three -- Giving the interview

• How to be effective - essential rules for good interviews.
• Techniques for responding forthrightly to the reporter's question while at the same time keeping to your agenda, building goodwill among your audience and maintaining your credibility during crises and other high- pressure situations.
• How to relax, dress and behave for the interview, inlcuding special tips for giving TV, radio and print interviews.
• How to answer questions at news conferences and scrums.
• How to field difficult questions.

Segment Four - Videotaped interviews

• Each participant will participate in sinulated video-taped interviews, which will be critically and constructively evaluated with special attention to the following:
• Demeanour before the camera
  • Eye contact
  • Voice tone and level.
  • Speech patterns.
  • Posture.
  • Body movement and facial expressions.
• Content and quality of answers:
  • Relevance of key points to your objectives and to the reporter's questions.
  • Credibility.
• How the interview will be used:
  • Identifying those answers, or part of answers, that are likely to be used by the media.
  • Identifying those answers that might result in negative coverage and those that might be used in a positive way.

This complete Media Training program can be delivered in a single day for one, two or three people. For larger groups, the first day can be devoted to Segments One, Two and Three, with an additional half day for each three or four participants who will undergo on-camera interviews. In such multiple-day programs, any number of people may attend the first day.