Media training through tailor-made workshops and coaching

Heard Communication offers media training for individuals or groups, newcomers through to professionals. Each workshop listed below is a step up from the one before it, and is tailor-made to meet your requirements. All workshops include hands-on interview practice and/or role plays with working journalists.

My Friend the Journalist

Up to 10 people, 4 hours

This workshop is aimed at company employees who are not yet spokespeople but would benefit from a solid, hands-on understanding how journalists and the Australian media work.

A professional journalist will attend the workshop so participants can practice interacting with a member of the media and gain first-hand knowledge of how to build up good working relationships with them.

By the end of the session each participant will have:

  • Entered the world of the journalist, to better understand what makes them tick
  • Honed their news sense
  • Learnt how different mediums work, their deadlines and needs
  • Experienced pitching to a professional journalist
  • Learned how to initiate and maintain good working relationships

Each participant receives a My Friend the Journalist workbook to keep.

For more information, email info@heardcommunication.com

Writing Press Releases

Up to 10 people, 4 hours

This workshop is designed for those who write press releases or other forms of media communication and want to refresh and hone their news sense, improve their writing structure, simplify their language and explore different ways of capturing a journalist’s attention.

A professional journalist will be on hand for participants to pitch to, offering constructive feedback on whether the release would be followed up.  The skills learned in this workshop can also be applied to media kits, backgrounders and e-newsletters.

By the end of the session each participant will have:

  • A solid grasp on the eight universal news values
  • A sharpened sense of what makes news, allowing them to offer up more newsworthy stories
  • A checklist of what makes a great press release
  • Experience in taking a complex issue/scenario and writing a succinct, newsworthy release
  • Improved writing skills
  • Experience in pitching to a journalist
  • Constructive feedback on their strengths and areas for improvement

Each participant receives a Writing Press Releases workbook to keep.

For more information, email info@heardcommunication.com

 

Media Essentials

Up to 12 people, 5 hours

This workshop is designed to refresh participants’ knowledge of what journalists really want, how best to work with the media and how to develop and deliver strong, newsworthy messages.

Participants complete a variety of activities, with everyone contributing to in-depth discussions and conducting role plays. A professional journalist joins the group for these activities.

By the end of the session each participant will have:

  • A deeper understanding of what makes news and what motivates journalists
  • A clear understanding of different mediums, deadlines and needs for different journalists
  • A proven structure for creating key messages
  • Tools, rules and techniques for talking in media-friendly ways
  • A checklist for planning their next pitch or media interview
  • An understanding of their own natural communication style
  • Constructive feedback on their strengths and areas for development
  • A better appreciation for their Corporate Affairs team

Each participant receives a Media Essentials workbook to keep.

For more information, email info@heardcommunication.com

 

Managing the Media

1 person, 4 hours

2–3 people, 6 hours

4–5 people, 8 hours

This workshop broadens participants’ experiences of dealing with interviews, developing key messages and handling difficult questions. It hones their existing news sense, fine tunes their interview technique and offers deeper insights into the world of the journalist.

The small group scenario allows each participant to experience two practice interviews with professional journalists, as well as hands-on pitching and interview planning activities.

By the end of the session each participant will have:

  • A better nose for identifying story angles and recognising potential threats
  • Experience in pitching interview ideas
  • An understanding of different interview types (radio, TV, news, current affairs)
  • A step-by-step approach to preparing for interviews
  • Greater experience in creating a “quotable quote”
  • Opportunities to try out different key messages
  • Techniques to control interviews with difficult questions
  • Observed a journalist processing an interview, giving a deeper understanding of what motivates them

Each participant receives a DVD of their practice interviews and a Managing the Media workbook to keep.

For more information, email info@heardcommunication.com

 

Message Development

Up to 5 people + journalist, 4 hours

Up to 10 people, 4 hours

Up to 8 people + journalist, 8 hours

Up to 20 people, 8 hours

This workshop is designed to ensure that participants have the right messages, matched to the right audiences, to be used at the right time, and delivered in the right way.

The trainer will help participants draw out the appropriate quotes and grabs for a media interview, with these key messages able to be adapted to other communication mediums like roadshows, government hearings or presentations.

Each workshop will vary, depending on what work has been done beforehand by the participants, their organisation or the public affairs team.

By the end of the session participants will have:

  • Articulated the central purpose of the communication
  • Analysed and prioritised their audience
  • Identified key motivators
  • Determined key words/phrases
  • Rehearsed and tested key messages
  • Handled difficult questions
  • Identified the strengths and areas of development in their natural communication style

Each participant receives a DVD of their practice interview, if appropriate, and a Message Development workbook to keep.

For more information, email info@heardcommunication.com

 

Maximising the Media

1 person, 4 hours

2–3 people, 6 hours

4–5 people, 8 hours

This workshop is designed to advance the skills and techniques of participants who already have considerable experience in handling the media. The aim is to develop their flexibility in dealing with different situations, different journalists and different styles of interviews.

The starting point for this workshop is an interview with a professional journalist to assess the participants’ existing skills. From there the trainer will encourage a higher level of performance, working on individual strengths and weaknesses.

By the end of the session participants will have:

  • Solid knowledge of bridging/control techniques
  • Powerful, highly-developed quotes and key messages
  • Experimented with different techniques and messages
  • Identified performance strengths and areas for development
  • Improved their own natural communication style
  • Explored a more strategic approach to media appearances
  • Discussed and analysed different techniques and experiences with the trainer and journalist.

Each participant receives a DVD of their practice interviews and a Maximising the Media workbook to keep.

For more information, email info@heardcommunication.com

 

Eleventh Hour Coaching

1 person, 2-3 hours

This session is designed for spokespeople who have a big, or unexpected media interview/press conference coming up and want training that covers a specific scenario and simulates a particular interviewer, program or situation.

With the help of a professional journalist Eleventh Hour coaching will prepare the participant for this particular interview, giving them the confidence to know what to expect and prepare themselves accordingly.

By the end of the session the participant will have:

  • A solid grounding in the type of questions they’re likely to face during the upcoming interview
  • A chance to workshop different answers and key messages
  • Targeted practice in bridging/controlling the interview
  • Experience in the type of interview likely – press conference, door stop, media scrum, studio appearance
  • Identified the strengths and weaknesses in their natural communication style

Each participant receives a DVD of their practice interviews.

For more information, email info@heardcommunication.com

Crisis Management

2-3 people, 6 hours

4-5 people, 8 hours

This workshop covers the principles of dealing with a media that’s honing in on a particularly difficult issue or dealing with the first stage of a crisis.

A trainer and professional journalist will conduct the workshop with each participant completing at least two interviews or roleplays, plus extra practice exercises, in both news and current affairs styles.

By the end of the session participants will have:

  • Identified what’s newsworthy about the crisis
  • Heard from professional journalists about their behaviour and motivations during a crisis
  • Prepared first comments and appropriate quotes for when a bad news story breaks
  • Practiced using language that will get messages across without misinterpretation
  • Practiced controlling difficult interviews
  • Refreshed their knowledge on what different media – TV, radio, print, online – need in a crisis
  • Discussed the benefits of different communication options such as press conference v. exclusive interview

Each participant receives a DVD of their practice interviews and a Crisis Management workbook to keep.

For more information, email info@heardcommunication.com