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Media Training Workshop - Get more and better media coverage

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Yellowknife, NT X0E


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Media training from Dynamite Public Relations ensures that you present the best public image for your organization and your personal brand.

A media training session at Dynamite Public Relations will teach you:

  • How to work with the media cycle to maximize coverage.
  • How to speak in sound bites.
  • How to create powerful key messages and talking points that will stick in the public’s mind.
  • How social media and traditional media can boost your brand.
  • What to wear and how to behave on camera.

You’ll also learn how to deal with hostile interviews:

  • How to deal with hostile questions.
  • How to bridge from a reporter’s questions to your message.
  • The tricks reporters use.
  • Effective crisis control measures.

Each of our training sessions includes:

  • On-camera practice interviews.
  • A detailed media training manual.
  • Hands-on practice throughout the workshop.

Media Training Workshop Syllabus

9:00 a.m. – 9:30 a.m.

Session I: Media Basics
9:30 a.m. – 10:30 a.m.
Practice – Baseline on-camera interviews

In this section of the course, participants will learn how the media cycle works and how to work within the timeless that media adhere to. Participants will also go through the components of a typical interview and will practice their responses to the questions reporters always ask.

This section will also cover:
• How to create effective key messages.
• How to tell an irresistible story to the media.
• How to speak in sound bites.

Session II: The Essentials
10:45 a.m. – Noon

This section of the course gets away from a typical non-hostile interview and delves into
the various tools available to the interviewee to ensure they are able to effectively
deliver their message, even in the midst of a potentially negative or hostile interview.

Participants will learn;
• The ‘tricks’ reporters use and how to avoid them.
• Bridging: your lifeline out of a negative interview.

A hands-on exercise will allow participants to solidifying their use of bridging skills and
use of key messages.

Session III: Group Practice
1 p.m. – 2 p.m.

Participants will be grouped and will be given a challenging/crisis communications scenarios based on their area of expertise within their organization.
Each group will prepare key messages and will face a hostile interview.

Session IV: What to Wear
2:10 p.m. – 2:30 p.m.

Participants will learn which colours and patterns to avoid for television as well the reasons they should keep hair and make-up simple.

In this section, participants will learn about effective and appropriate body language in greater detail. Participants will also learn about voice and tone for radio interviews.

With the increased reliance by media on Skype interviews, spokespeople need to know
how to work with new technology. In the second half of this section, participants will
learn how to set up a laptop/ipad camera and the importance of background visuals for
Skype interviews.

Session V: How to Prepare
2:30 p.m. – 3:00 p.m.

While most participants won’t be in the situation of having to strategizing a
communications plan during a crisis, it is important for participants to be aware of
best practices and how to react during stressful situations. Participants will learn about
protecting and enhancing their organization’s brand during a crisis.

Session VI: Social Media and Reputation Management
3:00 p.m. – 3:20 p.m.

Most employees have heard that they should be careful with what they post on social media networks. This section of the course goes one step further and shows them why. This is a hands-on demonstration of why reputation management and social media are integral to organization.

Session VII: Practice Interviews
3:10 p.m. – 4:00 p.m.

One-on-one on camera interviews.
Participants will be in groups of 3-4 people and will be asked to create key messages for a real-life scenario they will be given. Each participant will need to be prepared for an on camera interview. Interview playback and critique will follow.

Session VII: Wrap-Up
4:00 p.m. -4:30 p.m.
Question and answer.

*Coffee and snacks will be provided.

** A min. number of participants are required to run this workshop. If the min. is not met, a full refund will be issued to you.

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Yellowknife, NT X0E


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