Module three explores how interviewees can promote their key messages using practical techniques such as repetition, tagging and something we call conveyor belting. As with the first two modules there's plenty of opportunity for delegates to do hyper realistic practice interviews.

This module, as before, builds on the knowledge and practice of those preceding it. It explores the techniques interviewees need to deploy to make their key messages stand out so that they are remembered by a live audience or passed on via the editing process to readers, viewers, listeners and Internet users in pre-recorded interviews. The techniques are analogous to highlighting the important bits of a written document by CAPITALISATION or by bolding or underlining. Again the newly acquired skills are put to the test in a series of interviews that build on the knowledge learned in the preceding sessions.

Specific points covered include:

  • Repetition, repetition, repetition – how saying something lots of times can help it stick.
  • Boring, boring, boring – but not if you say it exactly the same way every time or overdo it.
  • Tagging – how you can attach verbal labels to your key messages so that they stand out.
  • Hooks – catching the audience using facts and figures that are truly shocking, plain interesting or downright quirky.
  • Generation Game – why conjuring up an image of Bruce Forsyth’s Seventies game show maybe no bad thing.
  • Conveyor belts, cuddly toys and catchphrases – how Brucie can help you (really!)  unlock the power of the human memory, unleash the audience’s love of a good story and uncover the raw strength of language.
  • Soundbites – how providing vivid, quotable quotes which contain all your key messages but take just 30” to deliver can help reduce the need for editing and, therefore, potential distortion.
  • Negotiation – how you can bargain with a journalist for better coverage from a position of moral strength.
  • Vocal chords – how the human voice can be used as a musical instrument to drive home a point.

This module focuses, rightly, on message delivery - it is, after all, the most important bit. But we close module three with a brief discussion on the other two components of the media experience – the medium and the messenger.

This lesson covers things like:

  • Dress and demeanour (for TV only).
  • Voice and tone (for radio and TV).
  • Telephone interviews and why the same techniques apply to avoid the journalist catching you on a “fishing expedition.”
  • Camera, lights, action – the technology employed by media organisations and how it can impact on your message.

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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