Media Training and Media Relations Workshop

Oct. 22: Washington D.C.



9-9:45 a.m.

Today's media environment

You'll learn:

  • How audiences connect with news and information today—and why that's changed the way reporters and producers work
  • Why voice and point of view are as important as message
  • Why media relations increasingly means telling your own stories
9:45-10:45 a.m.

Media training basics

You'll learn:

  • How to approach media interviews
  • The three-part method to answering any question
  • Essential interview techniques that help you stay on message—and get quoted
  • How to avoid pitfalls that kill your message and waste opportunities
  • On-camera tips and techniques
10:45-11 a.m.


11 a.m.-noon

Media training: Tips for the trainers

You'll learn how to:

  • Tailor media training sessions for different spokespeople and situations
  • Help any spokesperson master the basics with effective exercises and practice
  • Use a spokesperson's personality and strengths to his or her advantage (instead of trying to change them)
  • Train CEOs and other leaders

This session will include 2-3 mock interviews with volunteers.

Noon-1 p.m.


1-2:30 p.m.

Message development: Telling your story

You'll learn how to:

  • Harness the power of stories to connect emotionally with key audiences
  • Develop messages that fit into your organization's larger story
  • Hone messages into sound bites for media interviews (and everything else)
  • Use messages as part of your answers to any question
2:30-2:45 p.m.


2:45-4 p.m.

Media relations tips: Use your story to get media hits

You'll learn how to:

  • Pitch editors, producers and reporters using today's best practices
  • Get them to tell your story by telling it first
  • Improve pitches based on live feedback