Media training

Why Media Training?

You can’t avoid dealing with the media. Once an issue surfaces and your organization is identified as a source of newsworthy information, you’re on.

You want the public to understand your situation. By giving interviews you give your organization a human face. By showing concern and competence, you protect the reputation and credibility of your group. By responding, you have a chance to get your key messages across to your organization’s stakeholders. In a difficult situation, it’s the best thing to do.

But dealing with the media can be frustrating. What are reporters looking for? What’s newsworthy? Why do they seem to be following a particular angle? How should you prepare for an interview? What can you do to keep things on track?

Media training will teach you how to make the most of an interview with a reporter. It takes practice, patience and perseverance. But there are proven techniques for making it work.

Media training will:

• give you insight into the mind of the reporter, an appreciation of who they are and what they want. You’ll discover the tricks of the trade, and how to avoid potential pitfalls;
• help you understand the importance of preparing for an interview and provide valuable techniques for getting ready for the experience;
• instruct you about what works and what doesn’t in an interview. You will be given a chance to practice proven interview techniques in the most realistic setting possible. Practice interviews are played back in front of the group and the resulting discussion gets to the heart of how to be careful, stay focused and not lose control;
• show you examples of good and bad interviews. This allows you to learn from others’ experiences;
• give you a chance to talk about your experiences with the media, and to listen to the experience of others.

What makes this course unique?

Customized interview scenarios: Instructors interview participants in advance of the session to find out about their role in the organization, and under what circumstances they might be interviewed by a reporter. This information is used to create customized interview scenarios so that participants can practice in the most realistic setting possible.

Engaging and effective course design: The course is designed and delivered using current principles of adult education. People learn best when they are actively involved in learning; just talking at participants leads to poor learning retention outcomes. This course keeps participants engaged throughout the course. Participant feedback has consistently been outstanding (detailed results available on request).

Experience: The instructors teaching the course have a wealth of experience in journalism and organizational communications. Participants get both perspectives and leave with an understanding of the business of journalism as well as the need to enhance their organization’s reputation by communicating effectively to important stakeholders.

Media Training Instructors

John Bannerman, MA (Journalism)

John's understanding of the media comes from his undergraduate studies in Communications, graduate studies in Journalism, and work as a newspaper reporter. In a corporate environment, he provided in-house consulting expertise in the areas of media relations and the application of emerging microcomputer technologies to corporate communications initiatives. He has learned how to plan corporate communications programs that are closely aligned with strategic corporate objectives and goals.

John has taught media training to hundreds of participants across Canada since 1994. The workshops have consistently received outstanding ratings from participants.

Frank Rackow

Frank has fifteen years experience in journalism, publishing and communications. He is a former director of the news service at Radio Canada International and prior to that worked in the RCI newsroom for a number of years. He has also been associate editor of a national arts magazine and international communications coordinator for a major volunteer organization in Montreal.

Currently, he is radio reporter/producer in the prairie region working primarily for RCI, although his work is also broadcast by CBC Radio One and Radio Two. He is a frequent guest host for CBC Radio One’s popular afternoon show, “The Homestretch.”

For more information, or to book a training session, contact John.

Media Training v2

We have just released version 2 of our media training course, with updated content and more examples of good and bad interviews. Contact John for more information.