Module one covers the interview process and how to manage it by shifting the emphasis from question and answer (all very well if the news is good and the questions are friendly) to question and response (which is better in all circumstances and especially when the news is bad and the questions are unfriendly). Puts interviewees in control of being interviewed not the interviewer. But not in that slippery and evasive way the worst politicians do.

This module explores the process of being interviewed – whether on radio, television in print or for the web - so that interviewees understand how they can switch from being led by the questions (something that’s beyond their control) to response-led (something very much within their control). It’s an experiential session where participants acquire the practical and intellectual skills needed to switch from reactive to proactive through a series of realistic one-to-one interviews on subjects drawn from their own field. These highly realistic simulated interviews are recorded for evaluation and feedback (both dynamically during the online session and/or post-course).

Specific points covered include:

  • Knowledge is power – how what you know already puts you in a powerful position.
  • Breaking the mould – shifting the interview template from Q & A (question and answer – often problematic) to Q & R (question and response) to make the most of your knowledge “power.”
  • How focussing on key messages helps measure the value of the question-side of the interview equation.
  • How categorising the questions asked as helpful, unhelpful and neutral will suggest the correct response.
  • Keeping the audience on side – how to deal with questions you can’t or don’t want to answer without appearing unhelpful or evasive.
  • Moving on – how to steer an interview in your direction and say what you want when the questions don’t fit.
  • “But” and “and” – how two little words are the most powerful weapons in the interviewees’ armoury.
  • Anger management – why coolness under fire is important and how to maintain it even under hostile or adversarial interrogation.

Our media interview training is based on a unique system designed and developed by ACM over the past 25 years and rated as highly effective by more than 12,000 individuals and 2,500 organisations. We call it the 3P® approach - a hugely practical yet remarkably straightforward way of equipping interviewees with the skills they need to stay in control of the media – even under hostile questioning. The three initials of the title stand for the planning that should be done before an interview, the process of managing an interview to avoid being dictated to by the interviewer and the promotion of key messages during an interview.

Anyone who comes into contact with the media - online and offline - in both good and bad news situations. Also great in these challenging times for those giving interviews remotely via Skype or Zoom or similar.

Your facilitator will be the former BBC broadcaster, Richard Uridge. He's been leading our media and communication workshops for the past 25 years and has been a journalist for 35. Which means he's highly experienced (as well as ancient) both as a trainer and as a broadcaster - a combination of huge value to his trainees.

🦉Read our trainer's latest posts on media relations.

To find out what other people think about this and other workshops click here to read their comments.

This workshop is available for in-house delivery which is cost effective if you've got more than a few people who need training with the added advantage that course content can be tailored to your specific organisational needs. Contact the trainer to discuss your requirements.


Broadcast skills builder rehearsal service

Crisis communication

Presentation skills masterclass

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What our clients say:

"An excellent course that was very well presented by a trainer who was clearly experienced in his field and put his message across in a relaxed and good humoured manner. Thank you."
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