AMPLIFY Media Skills 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 reputation.
Equip your leaders
The environment for public sector organisations is complex, disruptive 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.
The media skills journey
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 across different contexts and situations.
Where do you sit?
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1. Beginner
Characterised by a basic knowledge, and no training or experience. To progress, focus on understanding your knowledge/skills gaps.
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2. Novice
Characterised by limited knowledge and experience. To progress, focus on understanding your audience and defining your message.
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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.
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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.
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5. Expert
Characterised by a focus on media strategy to build relationships with journalists and gaining publicity to help achieve strategic objectives.
The media skills blueprint
- STAKEHOLDERS – understanding of the diverse formats and needs of the media, different interview types, and how to optimise relationships for mutual benefit.
- STORIES – how to identify and leverage newsworthy media content, such as news, human interest and thought leadership pieces.
- STRUCTURE – how to develop key messages using a framework designed to elevate your organisation’s position, while also engaging hearts and minds.
- SKILLS – how to prepare for, and deliver, a media interview, including responding to crisis situations, using effective messaging, voice and body language techniques.
What past training participants have said
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
To express your interest, kindly take a moment to fill out the contact form. We look forward to hearing from you!
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