The 411

February 28, 2018
8:45 a.m. - 4:30 p.m.

CEC Training Facility
1900 Merivale Road, Suite 206
Ottawa, ON K2G 4N4

$675 (+hst)
Discounts available.

Register

This workshop is part of our
MEDIA RELATIONS TRAINING PACKAGE


Meet the Instructor

Ian Parker

Ian Parker

Ian Parker is a former CBC and CTV journalist and producer and long-time media relations and communications trainer.

read bio


Testimonials

"The practical application of the interviews as well as the experience of the course instructor was really motivating."

"The ability to share constructive criticism and hear about the experiences of the other students with the media made for a very practical learning environment."

"I enjoyed deconstructing our interviews/exercises in a fun and non-threatening environment."

"It was a fun course to attend. Great examples of what to do and what to avoid. Concrete examples were really useful."

"Extensive mock interviews and analysis was very helpful. Small class size is ideal."

"It was extremely valuable to have the course taught by a professional in the field who was on the "reporter" side. I appreciated the "behind the scenes" insights."

"This course offers the right balance between structure, process, techniques and evaluation of simulated interviews."

"I liked the blunt feedback, the difficult questions and the discussions among participants. This is an excellent course! Every public servant that might deal with the media should have to take this course."

"I learned so much from doing the mock interviews - so much that I wish we had time to do even more."


G018
MEETING THE MEDIA: THE ESSENTIALS


NOTE: Due to the nature of this workshop, a maximum of 6 participants will be accepted into any scheduled session(s).

WHY SHOULD YOU ATTEND?

The ability to deal effectively with the media in interview situations is an important skill for communicators and anyone whose work includes a media / communications / information-provision dimension. This workshop is designed for those who occupy a position where they may, as part of their job, have to be available to media or who would like to expand their professional skills - in fact, even if you're not directly invovled with media, the skills and techniques learned in this workshop are invaluable when presenting, briefing, speaking in meetings, dealing with committees or on similar occasions. They can be applied whether the audience is the boss, other bosses, colleagues, stakeholders, the public or members of the media.

WHAT WILL YOU LEARN?

WHAT WILL YOU TAKE AWAY?

PROFESSIONAL COMPETENCIES

CEC MEDIA TRAINING MEETS GOVERNMENT OF CANADA COMMUNICATIONS POLICY REQUIREMENT

SECTION 20 OF THE GOVERNMENT OF CANADA COMMUNICATIONS POLICY STATES THAT:

Officials designated to speak on an institution's behalf, including technical or subject-matter experts, must receive instruction, particularly in media relations, to carry out their responsibilities effectively and to ensure the requirements of their institution and this policy are met.

Agenda
8:45 - 8:50 Introductions and Workshop Overview
8:50 - 10:00

Media 101

Media characteristics and operation: overview of radio, television print media; the Internet. What media want; how they get it; what they do with it when they get it – or don’t get it. Key aspects: media as opportunity; the idea of control; building and maintaining credibility - do’s and don’ts.

10:00 - 10:15 Break
10:15 - 11:00 Negotiating the Terms of and Preparing for the Interview; the Print and Radio Interview

When the first call comes: negotiating the ground rules. Preparing: getting ready; developing a personal interview plan and strategy; avoiding pitfalls. The length and depth of print versus other interviews; the role of the voice and language in radio interviews; the interview plan; tips and techniques.

11:00 - 12:30

Exercise: Giving the Radio Interview

Each participant will undertake a recorded radio interview. Playback and feedback identifying strengths and areas for improvement.

12:30 - 13:30 Lunch
13:30 - 14:30

Bridging and Deflecting Techniques, Difficult Questions and Giving Answers

Questions that are: direct; vague; partly true; based on erroneous information; emotional; hostile; hypothetical; personal. Conflicting agendas: you've agreed on what you will talk about but you and the journalist may have different agendas. Techniques for dealing with difficult questions: talking about what you want to talk about.

14:30 - 15:00 Preparing for the Television Environment and Interview

An environment where impressions trump content; attitude; facial expression; body language; dress; hair; etc.

15:00– 15:15 Break
15:15 - 16:15 Exercise: Giving the Television Interview

Each participant will undertake a recorded television interview. Playback and feedback identifying strengths and areas for improvement.

16:15 - 16:30

Wrap-up and Workshop Evaluation

Participants will complete a short evaluation