Media Training for Directors


Communications should be at the heart of business strategy and, if you’re going to create conversation, you need to anticipate a reaction.

In the current market where organisations are facing new challenges, complex issues and volatile situations, the ability to reach your target audiences and key stakeholders with positive and controlled messages, through the media, is essential.



2. Getting everyone on the same page

  • Who are you?
  • What is your role in the business?
  • What is your experience of the media?
  • Which media do you engage with?

3. Overview of the media

  • The role of the media
  • Different forms of media
  • Different types of stories
  • Why should you engage with the media?

4. What are they looking for?

  • Communicating effectively
  • The communications toolbox
  • Common sense checklist
  • What to consider in an interview
  • How to construct an effective press release

5. Workshop on honing messages

  • Who are your stakeholder groups?
  • Do you want them all to think the same thing of you?
  • What are your key messages and how will you get them across?

6. Control in an interview

  • Journalists’ tactics
  • Key points to keep in mind
  • Tactics/ control phrases
  • Content/ structure/ presentation

7. Print media

  • How print differs from other forms
  • Different types of stories
  • How journalists approach a story
  • Pitfalls and dangers
  • Ways to approach print journalists

8. Broadcast media

  • How they differ from other channels
  • How journalists approach radio/TV interviews
  • Pitfalls and dangers
  • Ways to tackle radio/TV interviews

9. Social media

  • Using social media appropriately
  • Examples of social media in action

10. Interview simulation

  • Participants will be given a general scenario to study which we will discuss together in preparation for interview.
  • Attendees will then take part in a mock interview, filmed and played back for discussion. Direction will be given.

11. Summary and review

Course Benefits

Through attending this course delegates will develop a deeper understanding of the media, learn the support tools needed to deal confidently with the media and be able to put these tools into practice.

Tutor Profile

Harriet Black, MCIPR, Account Director

Harriet has a degree in media and public relations and has completed the CIPR diploma in public relations. She manages a diverse portfolio of clients across the Crown Dependencies. Harriet is a CIPR Accredited Practitioner. She was named in PR Week’s Top 30 under 30 list for 2015 and was also shortlisted for Outstanding Young Communicator in the 2014 South of England and Channel Islands Pride Awards.

Course at a Glance

  • Next Start Dates: New dates TBA
  • CPD Points: 7
  • Course Cost: £495.00
  • Course Length: 1 day - 09:00-17:00

There are no dates currently available for this course, If you would like to register your interest please complete the form below:

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