Media Training Program

TRAINING CURRICULUM OVERVIEW

Topic	Content	Exercise
Media landscape	How journalists work, what they need	Q&A
Interview types	Print, broadcast, podcast, live	Examples review
Rights and risks	On/off record, corrections, legal	Scenarios
Company guidelines	Who speaks, approval process	Role play

Topic	Content	Exercise
Message architecture	Core, pillar, proof points	Build your messages
Soundbite creation	Memorable, quotable phrases	Practice delivery
Story bank	Examples, anecdotes, data	Document stories
Audience adaptation	Adjusting for different outlets	Reframe messages

Topic	Content	Exercise
Bridging	Returning to key messages	Practice transitions
Flagging	Emphasizing important points	Delivery practice
Blocking	Handling inappropriate questions	Role play
Control techniques	Managing interview direction	Mock interviews

Topic	Content	Exercise
Difficult questions	Hostile, trap, hypothetical	Intensive practice
Crisis interviews	High-pressure situations	Simulation
Broadcast specific	Camera, lighting, sound	On-camera practice
Live interviews	No edits, real-time pressure	Live simulation

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MESSAGE DEVELOPMENT FRAMEWORK

Core Message Structure

MESSAGE DEVELOPMENT WORKSHEET

TOPIC: _______________________

CORE MESSAGE (The one thing you want remembered):
_______________________________________________

PILLAR 1: _______________
Supporting point: _______________
Proof/Example: _______________
Soundbite: _______________

PILLAR 2: _______________
Supporting point: _______________
Proof/Example: _______________
Soundbite: _______________

PILLAR 3: _______________
Supporting point: _______________
Proof/Example: _______________
Soundbite: _______________

STORIES TO TELL:
1. _______________
2. _______________
3. _______________

Soundbite Formulas

Formula	Template	Example
Rule of 3	"X, Y, and Z"	"Faster, cheaper, and more reliable"
Contrast	"Not X, but Y"	"It's not about more data, it's about better decisions"
Analogy	"It's like X"	"It's like having a CFO in your pocket"
Numbers	"X times/percent"	"We've helped companies reduce costs by 40%"
Vision	"Imagine X"	"Imagine a world where every business..."

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INTERVIEW TECHNIQUES

Bridging Phrases

Situation	Bridge Phrase
Redirect from negative	"What's more important is..."
Return to message	"What I can tell you is..."
Expand scope	"The bigger picture here is..."
Provide context	"Let me give you some context..."
Address and pivot	"That's a fair point, and..."
Refocus	"What our customers tell us is..."

Flagging Phrases

Purpose	Phrase
Emphasize importance	"The key point here is..."
Signal news	"What's new is..."
Highlight benefit	"What this means for [audience] is..."
Summarize	"If there's one thing to remember..."

Blocking Techniques

Question Type	Response Approach
Hypothetical	"I don't speculate on hypotheticals. What I can tell you is..."
Competitor-specific	"I can't speak for them. What I can say about us is..."
Confidential info	"That's proprietary. What I can share is..."
Rumor/speculation	"I won't address speculation. The facts are..."
Personal opinion	"My personal views aren't relevant. The company position is..."

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HANDLING DIFFICULT QUESTIONS

Question Types & Responses

Hostile Questions

APPROACH:
1. Don't be defensive
2. Acknowledge the concern
3. Provide facts
4. Bridge to message

EXAMPLE:
Q: "Your product has terrible reviews. Why should anyone buy it?"
A: "Customer feedback is important to us. What the data shows is a
   92% satisfaction rate. What customers consistently tell us is [message]."

Trap Questions

APPROACH:
1. Recognize the trap
2. Reframe the premise
3. Answer what you wish they'd asked
4. Bridge to message

EXAMPLE:
Q: "So you admit the old version was flawed?"
A: "Every product evolves. What I'd say is we've always listened to
   customers, and this new version reflects [improvements]. The result
   is [message]."

Hypothetical Questions

APPROACH:
1. Don't speculate
2. Redirect to facts
3. Bridge to current reality

EXAMPLE:
Q: "What if your competitor launches a similar product at half the price?"
A: "I don't speculate on hypotheticals. What I can tell you about
   today's reality is [message about current value]."

Silence/Fishing

APPROACH:
1. Don't fill silence nervously
2. If you've answered, stop
3. Wait for next question
4. Don't volunteer extra information

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BODY LANGUAGE & DELIVERY

Video Interview Checklist

BEFORE THE INTERVIEW:
☐ Camera at eye level
☐ Look at camera lens, not screen
☐ Good lighting on face
☐ Plain, uncluttered background
☐ Quiet environment
☐ Phone/notifications silenced
☐ Backup plan for tech issues

DURING THE INTERVIEW:
☐ Sit up straight, lean slightly forward
☐ Keep hands visible, use natural gestures
☐ Nod to show engagement (not too much)
☐ Maintain eye contact with camera
☐ Smile when appropriate
☐ Speak in complete sentences
☐ Pause before answering (don't rush)

In-Person Interview Body Language

Do	Don't
Maintain eye contact	Look away constantly
Open posture	Cross arms
Lean in slightly	Slouch back
Use natural gestures	Fidget with items
Mirror interviewer's energy	Be overly animated/stiff

Voice Techniques

Technique	How	When
Pace	Slow down slightly	Key messages
Volume	Slightly louder	Important points
Pause	2-3 seconds	Before key statements
Emphasis	Stress key words	Soundbites
Variation	Change rhythm	Throughout

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ON VS. OFF THE RECORD

Definitions

Term	Meaning	Risk Level
On the record	Can be quoted with attribution	Standard
On background	Can be used, not attributed to you by name	Medium
Off the record	Cannot be used at all	High (often ignored)
Not for attribution	Can be used with vague attribution	Medium

Rules for Going Off the Record

GOLDEN RULES:

1. ASSUME everything is on the record unless explicitly agreed BEFORE speaking
2. NEVER say something off the record you couldn't survive seeing in print
3. AGREE terms before speaking, not after
4. CLARIFY what "off the record" means to this journalist
5. PUT it in writing if possible

SCRIPT FOR GOING OFF THE RECORD:
"Before I answer that, I'd like to go off the record for some
context. Is that acceptable? What I share cannot be used or
attributed in any way. Do we have an agreement?"

REMEMBER: Off the record is a request, not a command. The journalist
must agree, and even then, some journalists don't honor it.

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MOCK INTERVIEW SCENARIOS

Scenario 1: Product Launch Interview

SETUP: Trade publication covering your product launch
DIFFICULTY: Easy
KEY MESSAGES TO HIT: New capabilities, customer benefit, availability

SAMPLE QUESTIONS:
1. What's new in this release?
2. Why should customers care?
3. How does this compare to [competitor]?
4. What's the pricing?
5. When can customers get it?

SUCCESS CRITERIA:
☐ Hit all 3 key messages
☐ Provided customer example
☐ Handled competitor question appropriately
☐ Clear call to action

Scenario 2: Crisis Response Interview

SETUP: Business reporter following up on a service outage
DIFFICULTY: Hard
KEY MESSAGES TO HIT: Accountability, actions taken, customer care

SAMPLE QUESTIONS:
1. What caused the outage?
2. Why did it take so long to fix?
3. How many customers were affected?
4. What are you doing to prevent this?
5. Should customers be worried?

SUCCESS CRITERIA:
☐ Showed accountability without over-apologizing
☐ Focused on actions and solutions
☐ Protected confidential details appropriately
☐ Expressed genuine customer concern
☐ Didn't speculate or promise

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PRE-INTERVIEW CHECKLIST

24 HOURS BEFORE:
☐ Review journalist's recent articles
☐ Understand publication's audience
☐ Confirm interview format and length
☐ Review and practice key messages
☐ Prepare 3-5 stories/examples
☐ Anticipate difficult questions
☐ Schedule prep call with PR

1 HOUR BEFORE:
☐ Review key messages one more time
☐ Check technology (if video)
☐ Remove distractions
☐ Have water nearby
☐ Quick breathing exercise

DURING INTERVIEW:
☐ Listen fully before answering
☐ Pause before responding
☐ Answer in complete sentences
☐ Bridge to key messages
☐ Watch for wrap-up signals

AFTER INTERVIEW:
☐ Debrief with PR immediately
☐ Note any follow-up commitments
☐ Share any concerns
☐ Track coverage when published

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