Media Interview Skills and Crisis Media Management

Forthcoming Dates
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The Course

This comprehensive, highly practical training course takes the form of a one-day, interactive workshop in which participants will play an active role. The workshop is aimed at directors and/or senior managers and provides practice in media handling skills. These skills are tested in the context of a crisis scenario via a number of media interviews and a crisis news conference session.

Interviews are conducted in a realistic manner and may be tough and uncompromising. Feedback, however, is supportive and concentrates on points for development.

Participants receive a book of guidance notes on crisis communications and recordings of their interviews to enhance continued learning.

After the course, delegates will :


  • Understand how to prepare for and take control of media interviews
  • Have experience of dealing with journalists in a variety of situations
  • Understand how to deal with negative issues and effectively deliver the "soundbite"
  • Be able to apply the principles to their own media communications efforts
  • Be more able to deal effectively with the media
Who should attend?

  • Nominated media spokespeople.
  • Directors or managers with an external communications role.
  • Other directors or managers who may come into contact with the media at any time.
  • Communications, PR and marketing managers.
  • Business continuity managers, co-ordinators and consultants.
  • Crisis/incident management team members.
What will they learn?

  • How to handle the media in a variety of situations, including radio, TV and press interviews
  • What it can be like "in the hot seat"
  • Strategies for dealing with “doorstepping” journalists
  • How to prepare for and ensure successful media engagements
  • How to take control – the ABC rule
  • Simple messages that work in a crisis and how to convey them
  • How to deal with negative issues – turning negative to positive
  • Why and how to organise a press conference
  • How to deliver the “soundbite”
Lead facilitator

Magnus Carter

Magnus is a leading expert in the field of media training. He began his journalistic career with the Evening Chronicle in Newcastle upon Tyne, later working as a freelance journalist for national newspapers. He then worked in both radio and TV news and current affairs, with both the BBC and commercial companies. In TV, he worked as a reporter for TV-AM, Thames News and Meridian. In radio, he was a reporter with BBC Scotland and the Today programme, Intake Editor at Independent Radio News, and presented the award-winning AM programme on LBC in London.

In his training and consultancy role Magnus has worked with many corporate and public sector clients to ensure that media encounters become a positive opportunity, even in times of crisis, and that individuals within those organisations gain recognition through excellent handling the media skills.

He is an approved speaker at the Academy for Chief Executives, a Member of the Chartered Institute of Public Relations and of the Institute of Directors.
What previous delegates have said...

“Excellent, enjoyable, informative day.”

“An extremely useful and relevant course. I’ll feel far more confident should I have the misfortune to have to deal with the media.”

“Great day - thought provoking and pitched well. Built nicely to the finish….”

“Excellent insight into the skills and techniques required to deal with the media.”

“Useful tips which should be easy enough to recall and use on future occasions.”

“Very good programme. Enjoyed the role play.”

“Excellent course. Presenters made the information more digestible.”

“Provided valuable training in dealing with all aspects of media relations.”

“Useful day of practical examples/sessions to help us improve as the day progressed.”

“Excellent – ticked all the boxes for me in terms of what I hoped to obtain from media training.”

“Superb. Very informative and really eye opening.”

“A vast amount of lessons were learnt both in terms of media training and managing incidents.”

“Very enjoyable day and the learning was fun. Good mix of theory and doing. The interviews were very realistic.”

“A great learning experience, the techniques used were effective. I think we are now equipped to communicate our messages clearly.”

“An excellent course delivered with terrific enthusiasm by all concerned.”