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.
Benefits of building organisational capability in media skills
The environment for government is dynamic, complex 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.
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..
Where do you sit on the Media Interaction Competency Scale™?
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1. Beginner
Characterised by limited knowledge, and no training or experience. To progress, focus on understanding media stakeholders and audience needs.
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2. Novice
Characterised by basic knowledge and limited experience. To progress, focus on identifying story opportunities and developing key messages.
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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.
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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.
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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
- STAKEHOLDERS – understanding of the media landscape, different media outlets, needs and interview types, audience considerations and internal policy and processes.
- STORIES – understanding of different story types, what constitutes newsworthy content, and principles of persuasion and effective storytelling.
- STRUCTURE – how to plan and prepare for media interactions (day-to-day and in times of crisis) using a media messaging frameworks.
- 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
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.
Register your interest
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