Media training for leaders
Learn how to handle yourself during a media interview. Includes practice sessions run by a journalist with over 30 years' experience.
Become confident and effective when dealing with the media
As a former Sydney Morning Herald editor and journalist, I know what does and doesn’t work when it comes to dealing with the media … and the various tricks journos use to get controversial quotes.
This is a practical and realistic training session that will give you the understanding and skills to get across your message, your way. The session will be customised to suit your situation as well as your unique communication style.
Media training options:
Executive, CEO and spokesperson media training
I can help you prepare for any kind of press event or interview, whether it’s for a newspaper, magazine, TV, radio or podcast.
The training will vary depending on your needs and situation, but can include:
- understanding how journalists work
- what to do (and not to do) when being interviewed by journalists
- getting your key message across
- staying on message and keeping interviews within safe boundaries
- how to flag an important point
- conveying complex information in digestible soundbites without dumbing it down
- preparing for an interview
- improving your confidence when being interviewed by the media
- using body language and tone of voice to come across as genuine and compassionate.
I can also cover crisis communications, including:
- understanding what does (and does not) work in a crisis from a media and public perspective
- anticipating the different kinds of questions journalists will ask
- bridging techniques so you can answer hard questions while staying on message (and still ensure you sound like an empathetic human and not a robot)
- how to communicate calmly under pressure without saying the wrong thing.
The training usually includes mock interviews, so participants can practise answering questions in a realistic interview environment and receive valuable feedback.
Participants will also receive a handbook filled with tips and techniques.
On-camera training
I can provide on-camera practice as an optional extra for those who need to polish their delivery for TV or social media.
We’ll work on areas such as body language, your speaking style and tone of voice so you can come across as confident and composed. We’ll also help you become more comfortable and natural in front of a camera.
Press conference training
Presenting and answering questions at a press conference can easily become overwhelming.
This training can prepare you by covering issues such as:
- what does and doesn’t work when talking at a conference
- managing a pack of journos when they’re asking questions
- answering unexpected questions (which often happens at conferences)
- how to work the stage, where to look (especially if there are cameras) and other practical tips
- using body language to appear confident and poised
- honing your tone of voice and speaking style
- rhetorical techniques to sound more persuasive.
Media training for marketing, PR and comms teams
Gain a journalist's perspective on how to get your story into the media.
Topics that can be covered include:
- understanding what the media wants
- how journalists work
- identifying the kinds of stories different media outlets will run
- pitching your story to the media
- writing press releases that will be read and not deleted
- becoming comfortable and confident in media interviews
- how to use key messages without sounding like a robot
- contacting journalists and editors
- handling media requests.
If you only have one or two staff members who need training, I also offer public courses on press release writing and pitching to the media.
Who will be running the media training?
Every session will be run by myself, Dan Kaufman: a former magazine and Sydney Morning Herald editor and journalist with over 30 years of experience.
I have written for and edited almost every section of the newspaper, covering areas from travel, hospitality and entertainment to health, science and technology.
In other words, regardless of what industry or area you work in, I understand exactly what kinds of questions you’ll be facing from journalists: because at one time or another in the past, I was the person asking them.
I also have over 15 years of experience in media training. In that time, I’ve trained leaders from all sorts of organisations: from C-suite executives at large councils right through to finance and hospitality CEOs.
I understand that different people have different situations and communication styles, and adapt my training accordingly.
How long are the sessions – and how will the media training be delivered?
Most media training sessions run for half a day when they're for small groups or individuals, but this can vary depending on your needs. For example, if you also want on-camera training, the session will usually run for at least ¾ of a day.
On the other hand, if you only have two hours to spare, I can still make the training work for your schedule.
If you want me to run mock interviews (which I usually recommend), it’s best to keep group sizes small. However, I am flexible with this and can make the session work for larger groups if needed.
The sessions can be taught at your office or online.
I’m happy to provide support after the training and can offer short follow-up sessions or refreshers as needed.
I’m also always happy to answer questions from participants even after the training is over.
Who can benefit from media training?
I’ve run media training for almost every kind of organisation across every industry, including:
- education
- finance
- hospitality
- technology
- government
- health.
Most of my clients are:
- CEOs and other C-suite executives
- founders
- spokespeople
- general managers
- board directors
- team leaders.
I also teach media skills refresher courses for PR, communications and marketing teams.
Find out more about how this media training can work for you
Effective media training has to be customised to be effective. That’s why I’m always happy to have a chat about your situation and what you need.