Course Details

Media relations

Media Interview Training



Course venue

ISOC London
13 Grosvenor Place | Floor 3

Course dates

Venue Location

GBP 545

per individual
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+44 20 72504290

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  • Media Interview Training is a one-day media training course for spokespeople and communication professionals. It covers the full range of media interview strategies and techniques, from preparation to performance. The course includes realistic on-camera interview simulations with individual coaching in a positive, supportive, confidence-building environment.

    You will gain insight into journalists, news values and interview dynamics that will help you to anticipate questions and take control of interviews. You will familiarise with cameras and microphones by practicing in our realistic broadcast-standard mobile studio. You will gain self-awareness and improve your voice projection and body language. The course covers interviews with all forms of media: TV, radio, print and online. Other topics include structured interview preparation, proactive messaging, and universal techniques for handling difficult questions.

    NOTE: this is ISOC's open public media training course. We also deliver many customised private media training courses for individuals and groups. Find out more or contact us for details.


    This course covers the following modules:

    • Preparing effectively and performing confidently
    • On-camera simulation and feedback coaching
    • Managing interview dynamics (with simulation exercise)
    • Answering difficult questions (with simulation exercise)

    Who should attend?

    This is a universal course designed for a wide range of learners. Training is pitched at a level to help you analyse core concepts and execute universal skills.

    This course is recommended for anyone who may be involved in media interviews or briefing the media on behalf of a spokesperson. Participants may be working either behind the scenes in a PR advisory role or as a spokesperson.

    Learning outcomes

    Personal performance

    • Conduct confident and effective interviews
    • Project credibility and authority
    • Build confidence and self-awareness
    • Perform calmly under pressure
    • Practice in a safe environment with personal coaching
    • Learn from your own mistakes and others'
    • Come to enjoy interviews as a stimulating challenge
    • Familiarise with broadcast and studio technology
    • Improve body language and appearance for TV
    • Improve everyday communication and presentation
    • Communicate powerful and memorable messages
    • Take control of your image in the media
    • Angle your good news for maximum impact
    • Crisis response: limit the damage of bad news
    • Understand and control interview dynamics
    • Hear directly from journalists about their motivations and news values
    • Don't follow the journalist: set your own agenda and drive the news
    • Handle difficult questions and turn them to your advantage
    • Recognise and avoid common mistakes, tricks and pitfalls
    • Prepare for all kinds of media encounter for TV, radio and print

    Strategic media engagement

    Course outline

    Preparing effectively and performing confidently

    This module covers the core concepts of media training theory, including practical examples in video clips.

    • The strategic importance of media interviews for reputation management
    • Developing and using messages in interviews
    • Using soft and hard proof points to make messages credible and memorable
    • Understanding news values and how these will affect the interview
    • Body language and physical appearance
    • Working with cameras and microphones
    • Structured preparation using a step-by-step model

    On-camera simulation and feedback coaching

    In this module, you will prepare systematically for an imaginary scenario and then take part in a simulated media interview, followed by individual feedback

    • Evaluating the journalist, media and news environment
    • Preparing messages and proof points
    • Anticipating and preparing answers for likely questions
    • Simulated interview on camera with a training journalist
    • Video replay with individual performance coaching

    This interview scenario will be friendly and straightforward. The purpose is familiarisation, self-awareness and confidence building.

    Managing interview dynamics (with simulation exercise)

    In this module, you will learn to understand the underlying dynamics of media interviews, in order to take control of the agenda. This is followed by another simulation exercise.

    • Interviewer tactics to watch out for
    • Power dynamics
    • Managing aggressive or pushy questioning
    • Guiding the agenda: proactive messaging
    • Simulated interview on camera with a training journalist
    • Video replay with individual performance coaching

    This interview will focus on a positive news announcement. The purpose is to practice proactive messaging, while implementing performance feedback.

    Answering difficult questions (with simulation exercise)

    In this module, you will learn techniques for answering difficult questions, including universally effective approaches. This is followed by another simulation exercise.

    • Seven categories of question that do not need to be answered
    • The classic "blocking and bridging” approach and its shortcomings
    • The flexible “dig for gold” strategy
    • The universal “zoom in, zoom out” technique

    The final interview will include some challenging questions, as appropriate to each learner’s level. The learning atmosphere remains positive and confidence building.

User reviews 11 users commented so far Add your review

Anonymous says:
There was a friendly atmosphere, which helped with nerves.
Anonymous rated the course
C.G. says:
The best things about this course were the workshops, the resources and the administrative support of the School. I particularly liked the fact that the exercises were tailored to our area of work. This is the best training I have had so far. Good job, I will be back!
C.G. rated the course
Frances says:
Really great course overall. Personalised, attentive and small group. Felt supported to improve. Enthusiastic and very knowledgeable tutors. Felt confident that I was being well taught. I would thoroughly recommend this course to anyone looking to get experience of media interviews. Amazing, personalised course.
Frances rated the course
Tanneisha Gray says:
The workshops were very useful and the role play helped it feel as if it were a real life setting.
Tanneisha rated the course
Sophie Hoult says:
Felice Hawley (our trainer) was great, very thorough and interactive.
Sophie rated the course
Anonymous says:
I really enjoyed the practical exercises!
Anonymous rated the course
Evangeline says:
The course was really revealing, Trainer Lubna Takuri was very good.
Evangeline rated the course
Malene Arboe-Rasmussen says:
The course was very good practical training, using real life scenarios. The trainer gave good feedback and was objective. It was fun and productive.
Malene rated the course
A. Hickling says:
The course was very thought provoking and very beneficial, not only from a communications view point but also stimulating from the view point of my work place.
A. rated the course
Katie Kennedy says:
The course was really practical with lots of examples and practice opportunities. The feedback sessions were fun and informal, with a really good way of offering constructive criticism.
Katie rated the course
Anonymous says:
The focus on practical experience - conducting and recording interviews - was very useful (even if slightly embarrassing when watching back). The fact that these interviews were specific to our areas of expertise rather than generic was also very welcome (and impressive research shown in the questions asked). The trainers provided good practical tips.
Anonymous rated the course
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