Media Coach Training


The role of the spokesperson is critical for any organization. Spokespersons are the face, the voice and, in many cases, the shoulders of your agency. Our instructors will help you ensure your spokesperson is given all the tools needed to succeed. This means having support from all levels of the organization, having backup spokespersons that are trained and available and knowledgeable coaches to guide them all through complicated communications issues.


  • who is the best public face for your organization. It may or may not be who you think.
  • how to be proactive with the media.
  • how your spokesperson is connected to your brand.
  • what to say when you don’t have all the answers.
  • how to get the most out of public events- and maximizing the dollars spent on them.
  • how to present complex issues in a way that your audience will understand.
  • how to critique media interviews to make them more effective.

We will use…

real life media samples, both good and bad, workbooks, group session, role play, individual assignments, simulations, practice interviews, and samples from participants’ real life lessons to enhance the learning experience for everyone.


Participants will have the opportunity to demonstrate their media strength in up to three practice interviews, two of which will involve participants playing the role of media coach. These interviews, which will build on each other as they would with an ongoing public issue, are typically the most popular part of our program where the most memorable lessons are learned. Interview styles include:

  • Stand-up (recommended)
  • Sit-down
  • Panel Discussions (recommended)
  • Telephone
  • Skype remote (recommended)
  • Scrum
  • News Conference

Time restrictions do not typically allow for more than three practice interviews but other interview styles can be explained for the benefit of participants.

One-Day Workshop Agenda

8:30-9:00 Introductions: “Why are we here?”
9:00-9:45 Your spokesperson: “What makes a good choice?”
9:45-10:00 Break
10:00-10:30 What the media wants/needs from you. What you want/need from them.
10:30-10:45 Preparing for interviews. “Be the first to return phone calls.”
10:45-11:15 First practice interviews
11:15-12:00 Review practice interviews. What worked? What can be improved?
12:00-1:00 Lunch
1:00-1:45 Fine tune messages, seek interview opportunities, get organizational support
1:45-2:45 Second practice interviews and critiques. Lessons learned.
2:45-3:00 Break
3:00-4:00 Third practice interviews. Keeping it nimble and fresh.
4:00-4:30 Summaries, unfinished business, evaluations, last words.