AMPLIFY! Media Spokesperson Training

Build the confidence and competence of your leaders as credible media spokespeople.

Learn powerful storytelling frameworks and delivery techniques to amplify your message, extend reach and enhance your, and your organisation’s reputation.


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; community expectations; and the communications landscape, to name a few.

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 objectives and priorities, and position their organisation as a leader in their field.


Becoming a more effective media spokesperson

A person’s effectiveness as a media spokesperson is influenced by many variables, such as their personality attributes, knowledge, skillset and firsthand experience. The Media Spokesperson Confidence and Competence Scale™ shows the indicative journey from being a complete beginner, with low confidence and competence, to becoming an expert media spokesperson with exceptional confidence and competence.


Where do you sit on the Confidence and Competence in Media Skills spectrum?

  • 1. Beginner

    Characterised by a basic knowledge, and no training or experience. To progress, focus on understanding your knowledge/skills gaps.

  • 2. Novice

    Characterised by limited knowledge and experience. To progress, focus on understanding your audience and defining your message.

  • 3. Intermediate

    Characterised by practical application; an ability to deliver a message and answer basic questions. To progress, focus on structure to craft your message into more usable, newsworthy content.

  • 4. Advanced

    Characterised by effective use of applied theory; an ability to use messaging / storytelling frameworks and perform well in interviews. To progress, focus on refining your delivery skills and media presence.

  • 5. Expert

    Characterised by a focus on media strategy to build relationships with journalists and gaining publicity to help achieve strategic objectives.


Roadmap to becoming a more effective a media spokesperson

  1. STAKEHOLDERS – understanding of the diverse formats and needs of the media, different interview types, and how to optimise relationships for mutual benefit.
  2. STORIES – how to identify and leverage newsworthy media content, such as news, human interest and thought leadership pieces.
  3. STRUCTURE – how to develop key messages using a framework designed to elevate your organisation’s position, while also engaging hearts and minds.
  4. SKILLS – how to prepare for, and deliver, a media interview, including responding to crisis situations, using effective messaging, voice and body language techniques.

What some of Ros’s training participants have said

  • Ros has an absolute wealth of knowledge and passion for communications, I could not help but leave the session feeling energized, inspired and ready to tackle new challenges using the… Read More

    Ros has an absolute wealth of knowledge and passion for communications, I could not help but leave the session feeling energized, inspired and ready to tackle new challenges using the insights and principles that we had discussed. I wish everyone in my team could have this experience!

    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. Rebecca Burns, Campaspe Shire Council

    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

    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
  • It was once again an absolute pleasure to take part in a training with Ros. Her energy and passion for communications and engagement is infectious and she really helped us… Read More

    It was once again an absolute pleasure to take part in a training with Ros. Her energy and passion for communications and engagement is infectious and she really helped us as a team articulate our purpose. The groundwork that we have done here is going to be enormously beneficial in creating a Communications Team Strategy moving forward.

    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.


Register your interest

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