Media Training

The flagship ISOC media training course builds universal skills for speaking with journalists in any kind of media encounter. You will practice realistic on-camera interviews with positive and supportive coaching. Topics include preparation, confidence, dynamics, body language and difficult questions.  

This course is available face-to-face (two full days) or in a shortened version live online (two half-days). 

  • Face to face (Dubai)Two days | Media One Hotel | Mobile TV studio | $1390 +VAT
  • Live online (Zoom): Two half-days | 10:00-14:00 London time | $695

Also available on request in US / Asia timezones

Course outline

Preparation and confidence

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

  • 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
  • Structured preparation using a step-by-step model

On-camera simulation

In this module, you will prepare systematically for an imaginary scenario and then take part in a simulated media interview, followed by individual feedback. This interview scenario will be friendly and straightforward. The purpose is familiarisation, self-awareness and confidence building.

  • 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

Interview dynamics

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

Difficult questions

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.
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What you will learn

After this course you will be able to:

  • Perform confidently and effectively in all types of media interview
  • Communicate powerful and memorable messages
  • Handle difficult questions and turn them to your advantage
  • Build self-awareness and improve body language and appearance
  • Understand and control interview dynamics
  • Understand journalists, their motivations and news values
  • Recognise and avoid common mistakes, tricks and pitfalls
  • Anticipate and prepare for challenging topics

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.