Introduction
We will prepare you for handling your responses to journalists when a ‘story breaks’ or you need to manage a crisis. Alternatively, how/when you need to create a story in order to generate the attention of the media.

Typical Objectives:

	Understanding the role of the media when a ‘story breaks’
	Improving your ability to identify and create stories of interest to journalists
	Developing an awareness of key messages that work with the media
	Heightened presentation skills through the preparation and delivery of different types of media interview
	Being able to handle difficult questions
	Increasing confidence and competence when facing the media
	Portraying your organisation in the most positive light

Sample Programme
We work with you in advance of the day to write a suitable scenario which is used as the basis for interviews of varying types, together with a news conference. You engage in mock interviews to give you experience of realistic interactions with reporters and you will receive feedback on your performance.

Outline

	Welcome and introductions
	What PR can - and cannot - achieve for you
	What you feel about journalists - and why they are like that
	What motivates journalists?
	How to identify a story and targeting different media types
	What happens when you talk to journalists - and after
	How to prepare for interview
	How to take control in an interview
	Differences between press and broadcast interviews
	Action Planning

Activities to consider:

	Assertiveness
	Business Writing Skills
	Influencing Skills
	Public Speaking

Satisfaction
Rating
2007

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Return on Investment