Typical Course Agenda

1. Understanding The Media

• The 'Business Press'
  
• The City Desk
  
• Trade journals

2. What Motivates a Journalist

• Deadlines
  
• The Story
  
• Convenience

3. Originating Press Coverage

• Writing a release
  
• Getting it noticed
  
• Targeting
  
• Becoming a 'source'

4. The Interview

• Setting the ground rules
  
• Preparation
  
• Fact sheets
  
• 'Off the record'?
  
• Developing your messages
  
• Using 'Sound Bites'

5. Handling Tough Questions

• 'Prepare, think, be brief'
  
• Bridging negatives
  
• 'No comment'
  
• Stalling
  
• No warning interviews

The focus of this course is on practical training. Video cameras are used extensively to analyse delegate behaviour and response to questions. 'Classroom time' is kept to a minimum.