Leadership Communication

Strategic Communication for Media: Core Module 

Module Title: Mastering Your Message: Fundamentals of Effective Media Interaction 

Target Audience: Executives, spokespeople, subject matter experts, and communications professionals. 

Duration: 3.5 - 4 hours (including a break) 

Module Goal: To equip participants with the fundamental skills and confidence to effectively prepare for and execute successful interviews across various media platforms. 

Learning Objectives 

By the end of this module, participants will be able to: 

• Identify the goals and challenges of both the journalist and the interviewee. 

• Develop and deliver clear, concise, and compelling key messages. 

• Apply the "Bridge and Flag" technique to steer conversations back to their key messages. 

• Recognize and manage common difficult questions and interview traps. 

• Utilize effective verbal and non-verbal communication techniques for broadcast and print. 

• Structure a thorough preparation process for any media engagement. 

Module Outline & Agenda 

Part 1: The Media Landscape & Mindset (30 mins) 

• Icebreaker: Participants share a recent positive or negative media interaction they've seen. 

• Understanding the Journalist's Goal: It's not to make you look bad; it's to get a good story (conflict, drama, clarity, soundbites). 

• Your Goals as the Interviewee: To deliver your message, build credibility, and protect your brand/reputation. 

• The "Win-Win" Scenario: How to provide what the journalist needs while achieving your own objectives. 

Part 2: Crafting Your Core Message (45 mins) 

• The Power of the Soundbite: Why messages must be simple and memorable. 

• The Message House Framework: 

• Primary Message (The Roof): The one thing you want the audience to remember. 

• Supporting Pillars (The Walls): 3 key points that substantiate your primary message. 

• Proof Points/Examples (The Foundation): Data, stories, and anecdotes that provide evidence. 

• Activity: In groups, participants build a "Message House" for a simple scenario (e.g., launching a new eco-friendly product). 

Part 3: The Art of the Interview: Techniques & Tactics (60 mins) 

• The "Bridge and Flag" Technique: 

• Flagging: Signaling an important point is coming. ("The most important thing here is...") 

• Bridging: Gracefully transitioning from the question to your message. ("That's an interesting point, but what's really relevant to your audience is...") 

• Handling Tough Questions: 

• Acknowledge & Pivot: "I understand why you ask that, however..." 

• The "Positive Reframe": Answering a negative question with a positive perspective. 

• The "Mistake" to Avoid: Never repeat a negative premise. (e.g., "So, your failed product..." – "It's not a failed product...") 

• What to Do When You Can't Answer: The art of the graceful decline. ("I'm not the right person to speak on that," or "That's proprietary information, but what I can tell you is...") 

--- BREAK (15 mins) --- 

Part 4: Mastering Delivery & Body Language (45 mins) 

• For Broadcast (TV, Video): 

• Eye Contact: Look at the interviewer, not the camera (unless directed otherwise for a remote hit). 

• Posture: Sit/stand tall, lean slightly forward to show engagement. 

• The Voice: Pace, pitch, tone, and the power of the pause. 

• Appearance: Dress for the audience and the medium (solid colors, avoid noisy patterns). 

• For Print/Radio/Podcasts: How tone, clarity, and pacing change for audio-only or long-form. 

• Activity: Quick practice reading a statement with different emotional tones (concerned, excited, authoritative). 

Part 5: Practical Application: Mock Interviews & Playback (60 mins) 

• The Core of the Training: Each participant undergoes a short (5-7 minute) mock interview. 

• Setup: Interviews are conducted by the facilitator (playing the journalist) and are recorded. 

• Scenario: A pre-defined scenario relevant to the participants' industry (e.g., a product recall, a major company announcement, responding to a controversial study). 

• Journalist Role: Will ask friendly questions initially, then introduce challenging or off-topic questions. 

• Group Playback & Constructive Feedback: 

• The group watches each recorded interview. 

• Facilitator-led feedback focusing on: 

• Clarity of messages. 

• Use of bridging techniques. 

• Body language and delivery. 

• Handling of tough questions. 

• Feedback follows the "Start, Stop, Continue" model: "Start doing X, Stop doing Y, Continue doing Z." 

Part 6: Preparation Checklist & Wrap-Up (15 mins) 

• The Pre-Interview Checklist: 

• Who is the journalist and what is their outlet/audience? 

• What is the angle of the story? 

• What are my 3 key messages? 

• What are the 3 toughest questions I could be asked? 

• What is my desired headline/soundbite? 

• Final Q&A 

• Summary of Key Takeaways 

• Distribution of one-page "Quick Reference Guide" summarizing techniques. 

Materials & Resources Needed 

• For Facilitator: Projector & screen, slideshow presentation, video camera/tripod (smartphone with high quality can work), playback monitor/TV. 

• For Participants: Participant workbook/handouts (includes Message House template, technique summaries, prep checklist), pen, name tags. 

• Room Setup: Chairs arranged in a U-shape for viewing, with a separate "interview area" with two chairs facing each other. 

Assessment & Evaluation 

• Formative Assessment: Ongoing during activities and Q&A. 

• Summative Assessment: Qualitative evaluation based on performance in the mock interview, measuring improvement from start to finish. 

• Course Evaluation: A short feedback form for participants to rate the module's relevance, content, and facilitator effectiveness. 

5. Facilitator Notes 

• Tone: The environment must be a "safe space for practice." Mistakes are encouraged and are a vital part of the learning process. 

• Flexibility: Be prepared to spend more time on areas where participants struggle (e.g., if bridging is a common issue, run an extra mini-exercise). 

• Expertise: The facilitator must be able to credibly play the role of an aggressive or sly journalist to provide a realistic challenge. 

• Positive Reinforcement: Always highlight what the participant did well before offering constructive criticism. 

This module provides a strong, actionable foundation. It can be easily adapted for virtual delivery (using Zoom/Teams breakout rooms and recording) or expanded into a multi-day advanced course with more complex scenarios (crisis communications, hostile interviews, parliamentary committee style testifying).