Your goal is to communicate effectively to any reporter – friendly or hostile – and through any medium – television, newspaper, radio and online.
Your reason for speaking to a reporter is to advance your agenda by moving minds in the direction you want. That’s why controlling the outcome of the interview is essential. Stick the soundbite, and you’re a hero. Get pulled off message, and you’re a zero – often with a mess to fix.
Through my training and coaching sessions, you and your spokespeople learn to:
- Develop key messages & soundbites – that stick.
- Prepare for the interview.
- Stay on message & control the interview.
- Answer the question you want, not the question asked.
- Bridge to your key messages.
- Be ready for anything the reporter asks.
- Stick the landing.
My sessions are designed for individuals or small groups and feature intensive role-playing in settings that mimic on-camera, radio and telephone interviews, as well as ambush encounters and news conferences.
Detailed feedback is offered during and after each session. This feedback is collected in an individualized “Moving Forward Memo” that each participant takes with them for further skills development. Follow-up coaching is then provided for one year after the training to be sure each participant is achieving a successful outcome from the training. If requested, a DVD of each interview can be provided.