- Manage Media Interviews with impact, clarity and eloquence?
- Ensure that you retain the initiative during interviews?
- Acquire the confidence to manage difficult questions?
- Establish and maintain Gravitas while under pressure from a journalists?
- Understand and manage the Terms of engagement between the journalist and their interviewee?
- Ensure the interview communicates the news story that you want told?
This course can equip you with all the skills you need to achieve these goals.
The Craft Of Media Interviews
This is designed for executives and company spokespersons who wish to become more effective in managing relations and interviews with Print, Broadcast and web-based Media.
What You Learn
Knowledge is Power. So we begin our Media training by explaining The Rules of Engagement. We ensure each participant understands the dynamics between of an interview situation and how to use that knowledge for their advantage. So we explain:
- How a journalist operates
- How the newsroom works
- Types of interviewers.
- The elements that make a news story
- How to anticipate the likely areas of questioning
- Working out responses and messages
- Dealing with difficult questions
Next, we help each participant to develop a techniques and behaviours to ensure their message is heard in an interview. Participants come away knowing.
- How to prepare for an interview.
- The principle of Three Key Messages.
- The basic techniques of handling an interview with a journalist.
- Techniques for responding to the interviewers questions.
- An understanding of their own style and an assessment of their strengths and weaknesses.
- Strategies to help then take ownership in their own words of the ‘core story’
How You Learn
It is vital that the way you put across your message in an interview is positive. Craft of Communication’s drama-based work can help clients to conquer any nerves and take the initiative in establishing a positive relationship with an interviewer. For TV interviews, they will also learn the technique that enables TV performers – actors, newscasters, weather forecasters and correspondents – to appear relaxed and authoritative on screen.
- Role Playing Interviews
- There are six kinds of Interview:
- The General Profile interview
- The Annual Result interview
- The State of Business interview
- The Invited Expert Interview
- The Bad News Scenario
- The Crisis Interview
The interviews will be filmed and will be as realistic as possible. An actor will play the role of Interviewer and will ask probing questions prepared in advance. In all the role plays, the goal is for the client to ensure that all their media comments:
- Support the company’s brand
- Be aligned to the business strategy
- Enhance the corporate reputation or benefit the business
- Protect the company’s reputation and business interested
The playback session provides the opportunity for participants to objectively analyse their own videoed performance. Then they have a second go at the interview, using the techniques they have learned to ensure that their relationship to the Media supports the development of a company’s reputation by communicating their chosen messages.