In module two you'll learn how best to plan for media interviews using a simple planning matrix to capture your key messages, evidence them with carefully chosen facts that persuade your audience rationally and a narrative that engages readers, viewers and listeners emotionally.

This module builds on the first and looks at how planning in advance of the process of being interviewed can help make the whole experience much more productive, less nerve-wracking and reduce the potential for unhelpful coverage. Participants are shown and get to try for themselves a number of simple but effective planning tools and techniques. As before, it’s an experiential session where participants acquire and practice the skills needed to plan for and conduct a series of realistic one-to-one interviews.

Specific points covered include:

  • Audience research – how knowing your audience is critical to success.
  • External versus internal - how the internal audience must be considered in external communications.
  • Journalist and journalism - how knowing your interviewer and their organisation is crucial.
  • Contact time  – why knowing how long you’ve got with the audience (the length of the clip or excerpt) is more important than how long you’re actually interviewed for.
  • Contextualisation – why context is crucial and how to provide it if the journalist doesn’t.
  • Angle – why it’s vital to know from what angle the journalist is approaching a story, who else they are talking to and what the pitfalls might be as a result.
  • Style – the different interview styles such as adversarial and conversational and what they mean for you.
  • Questions – how a simple formula can help you know in advance ALL the questions you’re ever likely to be asked.
  • Two’s company, three’s a crowd – why being interviewed with others could be a recipe for disaster and how to manage the one-plus-two (or more) discussion or argument-type scenario.

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.


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If you have more than a few staff to train, want to tailor the content to your exact organisational needs, prefer the privacy of one-to-one training, or simply want the flexibility of choosing a date and, for our face-to-face workshops, venue that suits you, then this is a great and, in most cases, cost-effective alternative to our public sessions.

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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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