How to handle the press

Ian Fraser runs media training workshops for companies across the UK. The aim is to train small groups of senior executives and middle managers how to handle media interviews in as realistic a setting as possible.

The sessions start with an overview of the principles of journalism, what motivates journalists and how journalists operate. They then explore techniques to use to ensure you get your message across, how to handle difficult questions and how to nurture positive relationships with journalists.

The core element of each session is mock interviews, which are carefully tailored to suit the needs of individual participants and incorporate in-depth and awkward questioning on topical industry matters — exactly the sort of things that you would be asked about in real interviews. The interviews are carried out both face-to-face and on the telephone.

The goal is to enhance participants’ ability to handle media interviews and enable them to calmly get their desired message across — even to the most confrontational and disinterested of journalists. Sessions generally run for half a day or a full day, depending on requirements.

The format of the media training sessions is flexible and can be adapted to suit the experience of participants. Depending on requirements and budget, Ian either carries out the media training workshops alone or together with Kenny Kemp, director of Kemp Communications (UK). Individual coaching sessions and refresher courses are also available.

Kenny Kemp was the Sunday Herald’s award-winning business editor from 1999 to 2003. He has also worked as a senior business and foreign news journalist and editor at The Scotsman, The Evening Standard and Today. He is the author of Go: An Airline adventure (with Barbara Cassani), The Flight of the Titans and Destination Space and ghost-writes books for the leading entrepreneur Richard Branson.

The sessions offer better value for money than those offered by some other media training organisations since: (1) Ian and Kenny are still practicing journalists and (2) the sessions focus on tactical and strategic interview techniques not on gloss or production values (unless there is a specific requirement for broadcast training, none of the budget for these sessions goes towards the hire of audio-visual equipment, broadcasting studios etc.).

Testimonial

Ian and Kenny are extremely well-regarded and experienced journalists, whose insights have been invaluable to all of the participants from Scottish Widows who have attended their media training course. They are equally as effective when taking sessions with complete novices or experienced spokespeople, and they invest the time to ensure that the training is tailored to suit individual needs. The feedback we have had from participants has been extremely positive.

Paul Ferguson, media relations manager, Scottish Widows

If you would like to find out more about media training, please contact Ian Fraser on +44 (0)7803 970393.