THE ULTIMATE PLAYBOOK FOR BETTER MEDIA INTERVIEWS AND SUPERIOR MEDIA COVERAGE

CDN$249

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I’m Warren (feel free to say hi on Twitter). Over nearly three decades, I’ve provided in-person media interview training to more people than anyone on the planet. During the pandemic, I took my best media training lessons, strategies, tips and tactics and assembled them into this deep-dive, self-guided course. With this digital workshop, you have your own personal version of the same world-class media training I’ve delivered to thousands of participants from all over the world, including CEOs, founders, board directors, front-line managers, community advocates, celebrities, authors, students, YouTube personalities, doctors, scientists, politicians, a few billionaires and many more. This content is like a university-level course about how to conduct great media interviews. It contains everything you’ll need to understand the media relations process and to successfully prepare for and execute media interviews on any topic and in any format.

this video = everything you need to know about this course in 2.5 minutes:

who is this for?

  • You’re a media spokesperson for your organization and you want to level up your interviewing skills

  • You’re a Communications Director who wants to provide your designated spokespeople with a world-class, permanent media training resource to better prepare them for their media interviews.

  • You’re an executive who might have to handle media interviews in the event of a crisis at your company.

  • You’ve just been promoted to a new role that may require you to do occasional media interviews.

  • You had a disappointing media interaction, you’re a bit battle-scarred and you want to do better next time.

  • You’re a PR or communications student looking to deepen your understanding of media interviewing skills to give yourself an edge over your classmates.

KEY FEATURES

  • 55+ lessons spanning pre-interview to post-interview

  • 35+ videos that simulate an in-person media training session and make it feel like we’re in the same room

  • Helpful breakdowns and case studies of real-life interviews, both positive and negative, including lessons learned

  • Lifetime access: This content never expires and there’s no deadline to complete the course

  • There’s a detailed section on how to write great media messages (with detailed examples)

  • Downloadable checklists and PDFs for easy reference

  • You also receive membership in our private community, including office hours and other events

  • The course is also available via an app (for iPhone and Android), giving you 24/7 access to this content

  • This course is a living workshop with new content being added on an ongoing basis

  • The purchase price of this content is a small fraction of the cost of a live, custom media training session

  • 100% money back guarantee - if you decide this content is not for you, I will gladly refund your purchase within 30 days

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A 55+ lesson mixed media workshop

Table of Contents

Setting the Stage

  • What you’ll be able to do after completing this course

  • An important note about your media relations department

A game-changing idea for your future media interactions

  • A media interview is not a conversation

  • Conversational reflexes and how they hurt your media coverage

  • Conversational reflex #1: The awkward pause

  • Conversational reflex #2: Going back to the well

  • Conversational reflex #3: The #1 mistake most spokespeople make

  • An important asterisk about this ‘conversation’ concept

Mindset

  • Reporters are not out to get you (most of them)

  • The last thought everyone has before their interview begins

  • 10 parallel universes

  • The reporter and the piñata

  • A car with two steering wheels

  • Improv and its role in a media interview

  • The 5-minute interview

Cautionary tales (and what you can learn from them)

  • Lac Megantic disaster scrum interview analysis

  • Sainsbury CEO double-ender TV interview analysis

  • Freedom Industries media interview analysis

Before the interview

  • How to negotiate time to prepare before your interview

  • Identify your audience(s) - Hint: It’s not everybody

  • Your pre-media interview checklist

Threats to effective media relations

  • Ignoring the elephant

  • The worst media training advice I’ve ever heard

Think like a journalist to become a better spokesperson

  • What are reporters looking for?

  • The 3 drivers of news (and how to use them to your advantage)

  • What a journalist hears during your interview

  • How to figure out the questions they’re likely to ask

Crafting great key messages

  • Without great content, tactics are useless

  • How long should your answers be?

  • Your first answer should be your most important answer

  • Common key message pitfalls to avoid

  • Your key message checklist

Specific tips for every interview format

  • Additional notes for print, radio and TV interviews

During the interview

  • How to deal with nervousness

  • Don’t be a weasel

  • Hypothetical and speculative questions

  • Repeat questions

  • Bridging (and how to do it properly)

  • Assume the mic/camera is always on

  • The ‘no comment’ dilemma

  • This isn’t Jeopardy

  • It’s okay to say ‘I don’t know’ (sometimes)

  • Handling ‘machine gun’ questioning

  • Off-the-record

  • Difficult/argumentative reporters

  • The wrap-up

After the interview

  • What to do after your media interview is over

  • What if you had a bad interview experience?

  • Should we ask a journalist for a correction?

Examples of great media interviews

  • CEO delivers media relations masterclass in the midst of a crisis

  • Jacinda Ardern deftly handles suggestion she is ‘cosying up’ to China

Bringing it all together - 3 Big Ideas

  • Big Idea #1: Embrace the Tension

  • Big Idea #2: When the Heavy Lifting Really Happens

  • Big Idea #3: Practice Interviews

Parting Thoughts

  • Media relations: A never-ending journey

The Art of the Great Media Interview is a mixed media workshop including written lessons, case studies, more than 35 video lessons, and downloadable PDFs. Focused, actionable and bingeable in single day.

Engaging classroom-style video lessons

 

Step-by-step tactics for crafting great key messages

 

Learn how to think like a journalist to become a better spokesperson

 

Real-life media interview cases studies and breakdowns

★★★★★ - “This is one of the most well-designed and engaging online courses we've seen. Warren's delivery and mix of instructional videos and clips of real-life media interviews shows he hasn't just mastered the art of the great media interview, he's mastered the art of great media training done virtually. It's now a core offering for all our designated spokespeople." - Laurie Swinton, Director, Corporate Communications, Empire Life, Jan. 7, 2022 
★★★★★ - "This course is spectacular - it’s a necessity for anyone who interacts with the media, but it's also massively beneficial for anyone who champions their organization." - David Silvestro, June 30, 2021
★★★★★ - “The material provided in the online training program delivers a solid foundation of understanding about media relations and how to prepare for media interviews to ensure the best outcome for yourself and your organization. The practical tips, using real-life examples, make the principles easy to apply and the course would benefit anyone whose duties involve sharing information with the public." - Rita Sittler, Administrative Services Manager, Medicine Hat Police Service, Jan. 7, 2022
★★★★★ - “Warren has knocked this one out of the park. I love how it is broken down into segments, allowing you to focus on what you need, when you need it. Media training is something you need to keep refreshing — sort of like golf lessons. The more you practice, the better you get at it. This course has it all and I would highly recommend it.” - Steve Kee, April 6, 2021
★★★★★ - "I really enjoyed this media training course. Very engaging and really leaves you feeling empowered to implement the tips and tricks provided. I also loved how this course was broken down into sections with great analogies and real world examples. Would highly recommend this course to any communications professional or company spokesperson - whether they need a media relations refresher or a solid foundation to build from. Thanks so much, Warren!" - Julie Craig, Dec. 9, 2021

The Art of the Great Media Interview: Online, Self-Guided Course

CDN$249

  • Learn how to prepare for media interviews like the pros do

  • Take greater control of your media coverage

  • Learn how to write great key messages for any media interview

  • Increase your confidence in media interview situations

  • Enjoy lifetime access to a world-class media training program on your desktop, laptop and/or phone

CHECK OUT THE COURSE/COMMUNITY FAQ HERE

Full money-back guarantee. If this content isn’t for you, I will gladly refund 100% of your purchase within 30 days.

More questions? Email me.