Media Training

Media Training

The expression ‘the eyes of the media are on you’ is truer today than it ever has been. The explosion of social media and smart phone culture means that how you put your message across is under scrutiny as never before.

Speaking to the media can be an extremely important part of business, whether on television on radio or in print. Learn first-hand what journalists want to know and how to deliver key messages quickly and with confidence in any media environment.

The de Burgh Group’s Media Training course is a specialised half-day session for smaller groups (of 10 and under) and individuals who need some media training. Participants learn essential skills to create and, importantly, control stories in the media. Areas that the course focuses on include:

The Journalist’s wish list – What journalists are looking for:  

  • Compelling stories
  • Scoops and new angles
  • Newsworthy information
  • The big picture
  • Tension/drama
  • Human dimension

‘Golden rules’ of interviewing – How to deliver what journalists want:

  • Thinking in headlines and sound bites
  • Creating drama/tension
  • Use of analogies, metaphors, turns of phrases etc.

‘Deadly sins’ of interviewing – What frustrates journalists:

  • Legal jargon and technical terms
  • Never ending answers
  • Too much context
  • Discussing process
  • Low energy/passion
  • Lack of a human dimension

Analysis of existing media appearances

  • Examine existing media appearances including quotes and video clips
  • Deconstruct and identify where the ‘deadly sins’ have been committed
  • Fix the quotes and clips by applying the ‘golden rules’

Driving the agenda – Retaining control over the interview and the story:

  • Interview preparation
  • Requests for further information from journalists
  • Identifying journalists tactics and employing counter-tactics
  • Provide new angles & scoops
  • Cultivating friendly journalists

It was great fun and your assistance / contribution was very well appreciated by all the participants, not to mention the jealousy at the way you handle yourself both in front of the audience as well as in front of the camera.”

Neza van der Leeuw, Global Head ITI Services, Rabobank International

“Excellent and very useful”

Philip Westmacott, Senior Partner, Bristows LLP