Course description
Every organization, business, or industry ought to have personnel speaking to the media on its behalf. Before this personnel engages in such interviews, it is ideal that a spokesperson for an organization is prepared, understands the basics of interviews, and before facing the camera to speak to an audience and the public.
What are the requirements needed to be a good spokesperson?
Whether the media representative of an organization is from the marketing team, PR team, or communication team, there are standard skillsets such personnel must possess to be regarded as a good spokesperson. For one, a media spokesperson for an organization should have excellent communication skills; that is, pass messages across concisely and briefly, especially when called to speak on the crisis in an organization. Second, an executive media spokesperson should master the art of top-notch and excellent delivery. Also, to guarantee the credibility of your message, answers to interview questions should be genuine, and even when under pressure, remain calm and collected. Another vital step to becoming a good spokesperson is to engage in media training before participating in media interviews.
Upcoming start dates
Suitability - Who should attend?
Who should attend?
The Executive and Spokesperson Media Training Course by Rcademy are suitable for several people, particularly those whose functions require representing organizations in the media world, grant interviews, and introducing an organization to the audience using multimedia mediums. The following should undertake the course:
- The media team of an organizationwho are responsible for acknowledging and participating in interviews on behalf of the organization
- PR teamthat is responsible for relating with the public on behalf of an organization
- CEO/MDthat is responsible for the control management of an organization
- Any representativethat an organization has selected to engage in media rounds on behalf of the organizations
- The media personalitywho is responsible for conducting, and supervising interviews
- Any other personnelinterested in media interviews and training
Outcome / Qualification etc.
Executive and Spokesperson Media Training Course by Rcademy aims to help participants achieve the following:
- Learn the basic rudiments and techniques of acing an interview
- Apply the knowledge of delivery and communication during interviews
- Learn the standard format of responding to interviews on crises in an organization
- Identify personal weakness in speaking to an audience and improve on it
- Adopt a standard style, the format of approach to ensure the credibility of the message passed to the audience
- Understand the various forms of interviews and their surrounding ethics
Training Course Content
Module 1: Background to the Concept of Executive and Spokesperson Media
- Introduction
- What are media relations?
- Who is a spokesperson in the media?
- Types of interviews – Print interviews – Broadcast interviews
Module 2: Fundamentals of Media Relations
- Purpose of media personnel – Corporate public awareness – Advertising of products – Communication network with the general populace – Defence of the organization during a crisis
- The money-making strategy of media – Generation of content to sway the target audience – Breakdown complex concepts to the target audience – Providing relevant and timeless stories to the target audience
- Spokesperson’s approach to media – Presenting stories in a friendly way – Relevant stories and timely response – Show Credibility – Interview as a strategy to tell a story – Application of knowledge of the organization for its benefit
Module 3: Rights and Responsibilities of Spokesperson Involved in an Interview
- Rights of a media spokesperson – Right to decline interviews – Be aware of the manner of the reporter’s inquiry – Right to schedule an interview for an appropriate time – Right to record an interview – Request the presence of personnel in public relations – Right to refuse or refuse to provide answers to a question – Decline to respond to questions based on assumptions – Right to request the end of an interview – Right to clarify a reporter’s misunderstanding or communication
- Responsibilities of a reporter – Identify and collate a story – Accurately report a story
- Responsibilities of a spokesperson – Advocacy for your organization – Exhibit preparedness – Speak honestly and factually
Module 4: Preliminary Steps to an Interview
- Gathering information from the reporter
- Gathering supporting and opposing materials on behalf of your organization
- Familiarity with this form of interview – Interview form – Topics related to this interview – Biases on the interview topic – Style of the interviewer
- Identification of target audience – Demography – Lifestyle – Values – Opinion on your organization – Audience concerns – Movement and ideology – Age bracket
- Selection and curation of valuable materials for the reporter – Annual reports – News clippings – Opinion papers – Magazines
Module 5: Ethics and Practice in an Interview
- Being in charge of the interview– Know the suitable time to speak – Highlight key points – Emphasise crucial messages0- Avoid digressing – Maintain good composure – Finish the interview on a good note
- How to react to strategies and traps of interviewers – Question bombardments – Interrupting – Throwing accusations and blames – Repetition of questions
Module 6: Skills Training for Media Interviews
- Components of an effective spokesperson – Eloquence – Confidence – Good understanding of the target audience
- Executive Media Skills – Media maneuvers – Models of media communication – Step-by-step interview process
- Advanced Media Skills – Control skills – A strategic approach to media communication – Crisis media skills – Multimedia roleplay – On-the-spot crisis media reaction
Module 7: Stages in Different Types of Interviews
- Stages in print interviews – Phone interviews – In-person interviews – Preparation of background materials – Recording and making notes – Editing
- Managing radio interviews – Record and edit in the studio – Live Broadcast – Phone call
- Television interviews– Television studio – Recorded interviews – Live interviews
Module 8: Strategies Employed by Spokesperson in Interviews
- Delivery of crucial messages – Brief – Concise – Suited for the audience
- Achieving credibility – The highlight of the organization’s credentials – Establish common ground between the organization and the audience – State facts – Reliance on statistics – Relatable comparisons – Smooth and emphatic delivery
- Rehearsal – Practice in the studio – Study and understand points – Practice with a mock interviewer – Record rehearsal
Module 9: Bad Practice in an Interview
- Lying
- Absence of verifiable source
- Digressing
- Losing temper
- Bargaining to write a response to an interview question
- Advertising your organization
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