Media Training

Professionals at KerrComm have trained over a thousand people from all backgrounds on how to engage the media and effectively deliver messages that make the news.  This training enables you to smoothly interact with the press, and can help you to not only survive media interviews, but to turn every media engagement into an opportunity to get your messages to the public.  Three levels of training are offered, with the full training involving an emersion experience in a functioning television studio with scenarios tailored to your profession and take-home tools to help you continue to develop your skills.   


Level One Media Training: 2 hours

One hour and 15 minute PowerPoint briefing tailored for your specific needs and including graphs, embedded video clips and short discussions, followed by a short break and then half an hour of targeted message development.  Trainer comes having researched client and understanding specific media needs.  This level is designed to “get your feet wet” and prepare you for a broad range of media encounters.  Topics covered include:

  • Who the media are and how they choose what is newsworthy

  • Reporter mentality and why it matters

  • Why we need to talk to the media

  • When to accept and when to reject media interviews

  • Media frames and how you can take advantage of them

  • Message development—getting YOUR points across

  • How to prepare for a media interview and a checklist

  • Appearance on camera

  • Interview types and tips for success

  • Morning show

  • Edited interview (video and print)

  • Remote interview

  • Controversial/hostile interviews

  • Press Conferences

  • Media “Do’s” and “Don’ts”

  • Media Techniques and tools to get the interview and coverage you want

  • Common media traps and how to avoid them

    Optional topics: Radio interviews, how to invite and host the press, the PR pitch, letters to the editor, etc.   

                                                                                                                      Level One Standard Price:  $550*


Level Two Media Training: 3 hours

Includes all of level one, and often incorporates optional instructional areas.  After message development, one or two media actors (or an entire “murder board” as needed) interview the client to test the learning.  Answers are then evaluated on the spot, critique is given, and media messages are further refined.  This level is for the client who is fairly certain they may be contacted by the media, and can be tailored for particular media engagements.  Add $50 for each additional media-actor desired, and add $50 for each additional clients needing simultaneous training.

                                                                                                                           Level Two Standard Price:  $850*


Level Three (Full) Media Training: One day (typically about 6-7 hours)

This is the full media training, recommended for CEOs and others in positions of responsibility who may need to represent their companies to the media.  Training includes all of level one instruction, any optional areas desired, as well as more in-depth message development discussion.  After the initial 2 hours of multimedia and interaction-driven instruction, clients typically go to lunch and then return for the afternoon session in a fully functional television studio.  Breaks are catered with refreshments and drinks.  Clients undergo over 2 hours of interviews and critique sessions in the studio.  Clients experience a functional TV studio environment with 3-4 producers/directors, 3 camera operators/floor personal and at least 8 trained media actors.  All interviews are tailored to the client’s issues, and messages are tested by realistic scenarios.  Clients graduate with a certificate of training, a book on media engagement, and a DVD copy of the entire experience for their future review and refresher training.  This is world class media training at an affordable price, as Sally Stewart in her book Media Training 101 (2004) writes that a half day session of media training usually costs “anywhere from $5,000 to $20,000” (p.8).  Multiple clients from your organization can be trained or simply attend this training for a small additional fee.

                                                                                                                          Level Three Standard Price:  $7,250*


* Prices shown are baseline figures that can be negotiable depending on client needs and means.  Adjustments can be made to tailor training for client requirements and budgets, and extended payment plans are available.  Discounts and grants are also available to religious and non-profit organizations.