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  • Learn to represent a Government Agency or division in front of the media
  • Learn to serve as a media spokesperson for a government agency
  • Learn to handle a press conference and speak in sound bites


Master every media encounter and effectively communicate the messages of your agency to the media.

In this course you will learn how to effectively communicate to the media as a representative of a government agency or bureau. The media hold government agencies and government officials to a higher level of accountability than others. As a government spokesperson, you will face greater scepticism and even hostility from the news media.

This course will teach you four main skills:

1. How to look comfortable, confident and relaxed whenever you go on TV, or in front of a camera.

2. How to shape a three-part, thirty second media message for each interview.

3. How to answer reporters' questions in a strategic, focused manner.

4. How to package your messages with sound bites so that you will know in advance exactly which of your quotes will appear in the final story.

TJ Walker has been a government spokesperson while working as the director of communications for the Florida Department of Banking and Finance and as a press aid to Members of the US Congress.


Course Modules

  • Module 1: Overview : Intro
  • Module 2: How to Look Your Best On Camera - How to Look Your Best on TV - Overview, How to Apply Makeup for TV Interviews, How to Sit for TV Interviews, How to Smile for TV Interviews, How to Use Your Eyes During a TV Interview, How to Move Your Head for Video Interviews, How to Move Your Body for TV Interviews, How to Move Your Hands for TV Interviews, How to Sit in Your Chair for TV Interviews, How to Stand for TV Interviews, How to Dress for TV Interviews, Video Record and See Your Improvement
  • Module 3: Messaging - Answering Questions, Message, How to Frame a Media Message, A Media Message Answers all Basic Questions, Media Messages Must be Interesting to Reporters, Media Messages Must Resonate with Media Audience, Your Media Message Needs to Benefit You, Three is the Perfect Number of Media Messages, Media Messages using a Venn Diagram, Have a Positive Media Message, Add Quantifiable Results to Your Media Message, What Problem are you solving, Media Message, Assignment - Create your own Media Message
  • Module 4: Answering Questions in a media Interview - How to Answer Questions in a Media Interview Overview, Answer One Question at a Time, Keep Your Eyes on Your Message Points, Do Not Repeat Negative Words from a Reporter, Tell Reporters 'I Don't Know', Always Be Moving toward Your Message Points, Give Brief Answers to Tough Questions, Aim for All Three Messages In Every Answer, Re-Write the Reporter's Questions in Media Interviews, Don't Add One more thing at the End of the Interview, Don't try to Control the Interview
  • Module 5: Speaking in Sound Bites - Soundbites, What is a Sound Bite Overview, Sound Bites Bold Action Words, Sound Bites Reporters Love Clichés, Sound Bites Emotion, Sound Bites Give Specific Examples, Sound Bites Absolutes, Sound Bites Attacks, Sound Bite Tools Humour, Sound Bite Tools Rhetorical Questions, Sound Bite Tools Pop Culture References, Three Easiest Sound Bite Tools, Reflections on Sound Bites, The 5 Outcomes of Every Media Interview, Sound Bite Homework, Sound Bite Practice, Video Homework, Final Interview Practice
  • Module 6: Conclusion : Conclusion, Feedback
  • Module 7: Bonus Reading : Media Training A to Z, Media Training Success