Media Training
Cook + Schmid’s media training workshops are designed to engage and educate every attendee, whether in a small group setting or one-on-one. We invest time in research up front to understand your issues, identify industry hot buttons, and analyze media coverage trends for you and your competitors.
Core content and highlights of the program include:
- Why news coverage or “earned media” is 10 times more credible than advertising
- Types of news
- Becoming a preferred, trusted news source
- Using your status as a media source to enhance your organization’s overall reputation
- Taking a disciplined approach to media relations
- Keys to media interview success
- You know too much: focus the discussion by not sharing every detail at your command
- Envision the headline you want to see, then interview your way toward it
- Help the reporter, but never lose sight of what’s in it for you
- Apply the “so what, who cares” test – the reporter will if you don’t
- Acknowledge the reporter’s needs with basic information
- Then bridge to your own message
- Analyzing media and audiences
- The Cook + Schmid Message Triangle – three key messages and transitions to connect them
- On-camera, mock interviews
- Individual DVDs of mock interviews at the end of the session
- Peer review and collaborative learning
- Basic iInterviewer styles and how to respond effectively
- When interviews go bad – videotaped case study
- Print interviews vs. broadcast
- Taped broadcast interviews vs. live interviews
- The art of persuasion and telling stories
- Basic question and answer techniques
- If you get bad press
- The Cook + Schmid Message Development Toolkit
- Key messages
- Anticipated topics
- Transitions
- The all-purpose close
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