AMPLIFY! Media Skills Training

Empower your leaders to handle media interactions with more confidence and competence.

Amplify your organisation’s messages, extend reach and enhance brand reputation.

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Benefits of building organisational capability in media skills

The environment for business, government and not-for-profit organisations alike is dynamic and ever-changing – in legislation; funding requirements; service delivery and community expectations. The media and communications landscape, too, is constantly evolving.

More than ever, leaders need to be able to communicate effectively with all stakeholders, including media representatives. As effective media spokespeople, leaders are better equipped to support the advancement of their organisation’s goals and priorities, and position their organisation as a leader in their industry.

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Building competence in handling media interactions

A person’s competence in handling media interactions is influenced by many variables. These variables can include self-awareness of their personal communication style, personality attributes, interview skills, knowledge of messaging and storytelling frameworks, and firsthand experience in dealing with the media at different levels and in different situations.

The Media Interaction Competency Scale™ shows the indicative journey from being a complete beginner in media interactions to becoming expert at media interactions..

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Where do you sit on the Media Interaction Competency Scale™?

  •
    1. Beginner

    Characterised by limited knowledge, and no training or experience. To progress, focus on understanding media stakeholders and audience needs.
  • 2. Novice

    Characterised by basic knowledge and limited experience. To progress, focus on identifying story opportunities and developing key messages.
  • 3. Intermediate

    Characterised by practical application; an ability to craft and deliver key messages, and answer straightforward questions in a media interview. To progress, focus on structure to transform key messages into stories that engage hearts and minds.

  • 4. Advanced

    Characterised by effective use of applied theory; an ability to use frameworks and strategies to enhance media performance and resonate with audiences. To progress, focus on refining delivery skills and presence.
  • 5. Expert

    Characterised by being exceptional in all types of media interactions, through demonstrating consistent excellence in diverse media situations. To progress, focus on extending reach for greater connection.

Blueprint for building competence in handling media interactions

  1. STAKEHOLDERS – understanding of the media landscape, different media outlets, needs and interview types, audience considerations and internal policy and processes.
  2. STORIES – understanding of different story types, what constitutes newsworthy content, and principles of persuasion and effective storytelling.
  3. STRUCTURE – how to plan and prepare for media interactions (day-to-day and in times of crisis) using a media messaging frameworks.
  4. SKILLS – how to handle a media interaction effectively, including use of powerful verbal and non-verbal language.

What some of Ros’s training participants have said

  • The sessions we did with Ros were invaluable. They gave us space to think more holistically and strategically away from the often reactive nature of the day-to-day. Ros has a… Read More

    The sessions we did with Ros were invaluable. They gave us space to think more holistically and strategically away from the often reactive nature of the day-to-day. Ros has a brilliant ability to empower you to broaden your thinking, to push you to think two or three steps above the issue you think you have, to then see the higher-level solution. My colleague and I often reflect on our sessions with Ros and the way our thinking has evolved as a result.

     Emma Williams City of Ballarat
  • Ros provides an excellent class with materials useful for real life projects and a comfortable environment for creating and sharing knowledge.

    Ros provides an excellent class with materials useful for real life projects and a comfortable environment for creating and sharing knowledge.

    Rebecca Burns Campaspe Shire Council
  • Thank you to Ros Weadman for this expertly delivered masterclass! Truly enjoyed being part of it and to soak up all the learnings.

    Thank you to Ros Weadman for this expertly delivered masterclass! Truly enjoyed being part of it and to soak up all the learnings.

     George Bakker Change Communication Specialist – Boroondara City Council
  • I have gained incredibly valuable information, strategies, ideas and techniques which I will apply in the preparation of a corporate [communications] strategy.

    I have gained incredibly valuable information, strategies, ideas and techniques which I will apply in the preparation of a corporate [communications] strategy.

     Alison Martin Communications Coordinator – Colac Otway Shire Council
  • I have participated in a number of development programs with Ros over several years, including a comprehensive 10-week mentoring and strategic communications alignment course, where she guided us through the… Read More

    I have participated in a number of development programs with Ros over several years, including a comprehensive 10-week mentoring and strategic communications alignment course, where she guided us through the development of an extremely valuable team document.

    Along the journey, the passion and expertise shown by Ros was second to none and it resulted in achieving all outcomes we wanted for our department, including building confidence in each team member’s purpose within our organisation.

    I’d highly recommend anyone leading a team of communications professionals to engage in this mentoring service.

     Sam Shalders City of Ballarat
  • I found the overall experience really valuable. In a deadline driven, reactive team its easy to just churn and burn. To sit and think about why we do what we… Read More

    I found the overall experience really valuable. In a deadline driven, reactive team its easy to just churn and burn. To sit and think about why we do what we do and the value we bring to the organisation really adds meaning to the job. After doing the workshop I feel really proud of the work I do, but also really motivated for what’s to come.

     Emily White City of Ballarat

About your trainer

Ros Weadman FCPRA is a multi-award-winning strategic communications expert with a career spanning more than four decades. In this time, she’s mentored and coached dozens of leaders to be effective media spokespeople. She’s also led communications teams to respond appropriately and effectively to some of Australia’s highest profile incidents, including the Victorian floods (2022 & 2022) Cranbourne methane gas crisis (2008), Black Saturday fires (2009), Springvale salmonella outbreak (1997) and Victorian gas crisis (1998).

Supporting leaders and organisations for 40+ years has given Ros depth of experience, unique expertise and critical understanding to balance the diverse needs and interests of both the media and organisations, while also taking account of all other stakeholders who may be impacted by statements made in the media.

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To express your interest, kindly take a moment to fill out the contact form. We look forward to hearing from you!

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