Customized Spokesperson Training

Immedia Communications Positive Media Relations


Our one-day workshop is intended to meet the needs of elected officials, executives, professionals and experts who must give interviews to the media. The workshop is designed to provide participants with a basic knowledge of the media and to increase their comfort level during interviews.  We provide comprehensive training through a combination of formal presentation and practical exercises.


Practice constitutes the key element of the workshop. Each participant is interviewed twice on camera over issues within his/her areas of responsibility. The interviews are then reviewed with comments by the instructor identifying strengths, weaknesses and ways to improve performance.

The workshop covers familiarizing participants with the needs of the media, developing and articulating powerful messages, identifying and using “trap” questions; and nurturing a professional relationship with journalists. This portion of the workshop is presented using computer-animated slides and relevant audio-visual material.

A manual summarizing the workshop content is provided to each participant.

The workshop covers the following areas:

  • Understanding the media and their needs
  • Negotiating with reporters
  • Preparing for interviews
  • Identifying target audiences
  • Structuring information
  • Delivering “sound bites”
  • The art of “bridging”
  • Taking advantage of “trap” questions
  • Working proactively with the media