Media training for leaders
Hone your message and how you come across, whether you're preparing for an interview or managing a crisis.
Become confident and effective when dealing with the media
Run by a former Sydney Morning Herald editor and journalist with over 30 years of experience across every industry, from travel and hospitality to health and technology.
You will receive practical, realistic training customised to suit your situation.
Media training options:
Executive and spokesperson media training
Whether you’re giving an interview on camera, online, over the radio or to a newspaper or magazine, I can help you prepare (and relax) for it.
The training will vary depending on your needs and situation, but it can include:
- how to answer difficult questions
- refining what you need to say – and how to say it
- steering the interview back to your key message without sounding like a robot
- giving quotes that will actually be used by the media
- how to avoid being misquoted
- knowing how to respond when the media contacts you
- becoming aware of body language and tone of voice
- crisis comms essentials (and how to avoid making the most common mistakes)
- using rhetorical techniques to become more persuasive
- becoming comfortable when being interviewed.
The training usually includes mock interviews, so participants can practice answering questions in a realistic interview environment and directly receive valuable feedback.
Most participants find these simulated interviews the most valuable part of the training, as it allows them to put theory into practice. Although most people (including senior leaders) are nervous at the beginning, by the end they’re always more confident and self-aware about how to handle themselves when talking to the media.
Participants will also receive a handbook filled with tips to help them prepare for interviews.
Crisis communications training – covers media interviews and communicating with the public
When disaster hits, you need to publicly respond quickly and decisively, even when the cause of the problem (not to mention the solution) is still unknown.
This practical workshop will prepare your leaders and spokespeople to handle any crisis, covering:
- crisis comms planning
- what does and doesn’t work in a crisis (hint: most people get this wrong)
- using your own media channels (such as social media) to quickly respond
- creating key messages that build, rather than erode, trust
- how to engage with traditional media, from television and radio to newspapers and other publications
- using bridging techniques in interviews to shift the focus back to your key messages
- managing and speaking at press conferences
- calibrating your tone of voice and communication style when talking to the media and the public.
Perhaps most importantly, we will then put theory into practice by running simulated interviews, ensuring you’ll be able to respond to any crisis calmly, confidently and with control.
Media training for marketing, PR and comms teams
Topics that can be covered include:
- understanding what the media wants – and how journalists work
- identifying the kinds of stories that 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 kind 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 people 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 if it's for a small group or individual, but this can vary depending on your needs.
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, online or a combination of the above.
I’m happy to provide support after the training is over and can offer short follow-up sessions or refreshers as needed.
I’m also always happy to answer questions from participants even when 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 tend to be:
- CEOs and other C-suite executives
- founders
- spokespeople
- general managers
- board directors
- team leaders.
However, 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 in order to be effective. That's why I'm always happy to have a chat about your situation and what you need.