Media Communication

Marketing and Media Communication Skills Series

Training Programs For Management Staff



  • Make the Media a Business Partner
  • Set Measurable, Attainable Goals and Objectives
  • Understand and Work with The Media
  • Pitch to Niche Media Markets
  • Know Your Story or Stories
  • Develop a Media List with Key Contacts
  • Create Dynamic Media Kit Tools -News Releases, Media Alerts, Fact Sheets, Backgrounders, and Story Ideas
  • Organize Media-focused Events
  • Create an Internet Media Room
  • Develop Media Sponsorships and Partnerships
  • Become a Resource to the Media
  • Follow-up and Evaluate your Media Relations Program
  • Plan for the Future




  • Define your company’s most important messages
  • Use the interview process to your advantage
  • Take control of media opportunities and benefit from interviews
  • Avoid jargon and simplify complex concepts into simple, coherent, and understandable points
  • Ensure that the interviewer will fully comprehend your unique value propositions.
  • Communicate Key Messages in interviews so that they are received accurately
  • Become comfortable in media interviews
  • Defend tough, unpopular positions
  • Recognize and effectively sidestep negatively-charged questions
  • Turn negative questions into positive responses
  • Handle tough questions, overcome objections, and persuade your interviewer and audience



  • Consider and examine any major crisis that might occur in your industry or organization
  • Develop a crisis threat analysis and review
  • Identify major potential disaster areas
  • Develop case studies
  • Design and implement an effective, strategic Crisis Communications plan
  • Designate a Crisis Communications team, including internal staff and external stakeholders, sponsors, and media
  • Simulate a crisis (through exercises) and implement the Crisis Communication Plan
  • Ensure your message is understood
  • Reduce the negative effects of any crisis
  • Prepare for, and conduct, a news conference
  • Humanize your organization in a critical situation
  • Conduct a crisis evaluation survey within your organization


Boost your image in the boardroom, in front of a crowded room, or with a group of reporters.


  • Maximize your promotional and advertising dollars
  • Understand the secrets of personal marketing
  • Create an integrated, on-going marketing program for your company, products, and services
  • Analyze the competition and define your strategic advantage
  • Define and prioritize your target markets and target media outlets
  • Identify, reach, and persuade your target markets
  • Create your own Marketing Tool Kit, with 7 key marketing tools
  • Presentation skills that will help you deliver your message in the boardroom and in the media
  • Gain the knowledge and confidence you need to understand and work with print and electronic media
  • Understand how the media works and how to make it work for you
  • Know why you’re newsworthy
  • Become a Resource for the Media
  • Work with outside professionals: writers, designers and printers



NOTE: Media Training is important for the following:

You are an executive or want to be an executive
You work with volunteer, charity and not for profit groups
You want media coverage for yourself or an event
You work in an area often covered by the media or that is presently in the news
You work in your company’s PR, Communications or Media Relations department


  • Through coaching sessions and videotape practice sessions, you and your staff will learn how to turn an adverse event into a marketing opportunity, and how not to be “taken out of context”.
  • Using state-of-the art video equipment and conducted by former TV, radio, and print reporters, these training programs are tailored for clients according to a company’s specific needs and issues, and training sessions are done individually or in small groups.
  • We audit your practice presentations and simulate interview scenarios. We then provide you with feedback that allows you to improve your performance.
  • These training sessions can be focused on specific issues or crises facing your organization or company.
  • We customize our in-house training based on the audience.

LEVEL 1: for management and executives who are new to public relations, we provide basic introductory skills that prove invaluable in mastering their new spokesperson responsibilities.

LEVEL 2: For more seasoned, savvy executives, we polish your presentation delivery skills, which are vital to on-target communication.


  • Our goal is making sure all of your spokespeople are delivering exactly the same messages to the market and reciting the same facts and statistics.
  • We prepare (and role play) Q&A documents that springboard from “stock” answers to questions you are likely to receive.

We create copy to address your key messages, goals, and challenges.

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