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Two Day Comprehensive Media Training Workshop Overview

Our Two Day Comprehensive Media Training Workshop combines the best of four of our classes:

  • Message Development 
  • Media Training 101 
  • Advanced Media Training 
  • Crisis Communications 

During this comprehensive workshop, your trainees will develop three powerful media messages, learn how to navigate both everyday and challenging media interviews, and master effective communication during a crisis. In two days, your trainees will learn to:


  • Determine your organization’s top three goals
  • Analyze your audience
  • Align your messages to audience needs
  • Find keywords that resonate
  • Create message supports (stories, stats, and sound bites)
  • Develop memorable quotes


  • Understand the rules of working with the media
  • Confidently interview for print, radio and television
  • Take control of an interview
  • Bridge from reporter questions to their answers
  • Answer the tough questions
  • Spot and avoid reporters' tricks
  • Identify the common pitfalls that doom interviews
  • Look great on television
  • Focus on non-verbal communication
  • Interview for on-line and social media
  • …and more


  • Handle the local reporter who never seems to get it right
  • Deal with the reporter who believes your opponents’ arguments are true
  • Cope with the insistent journalist who keeps demanding a yes or no answer
  • Win a debate-style interview when your opponent keeps attacking your views
  • Host a press conference with angry journalists firing questions at you
  • Conduct a remote interview where you have to look directly into the camera
  • Manage a remote interview when the audio goes dead
  • Get a word in with an interrupter like Chris Matthews
  • Contend with a partisan host like Bill O’Reilly
  • Succeed in a satellite media tour when you have 20 interviews in 90 minutes
  • Control a crisis situation when you’ve been wrongly accused
  • Navigate a crisis situation when you’ve been rightly accused
  • …and more


  • Identify the biggest threats facing your organization 
  • Develop a crisis communications plan
  • Understand the true nature of a crisis 
  • Begin communicating immediately when a crisis hits
  • Customize communications to different audiences
  • Become a trusted go-to source by the media
  • Communicate effectively through the media
  • Avoid the common pitfalls that deepen crises
  • …and more
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