Workshops are customized for each client.
Training sessions range from two hours to a full-day.
On-Camera Training: Learn to determine and deliver your messages through practice interviews that include video recording. [This small-group workshop adapts to a larger group by omitting video.]
"Selling" Your Story: Learn to quickly and easily go beyond the traditional press release and capture the media's attention.
Creating Powerful Messages: Examine ten key elements to successfully get your message across in interviews with print, television, radio or online media.
Storytelling: Practice telling your story briefly and compellingly so it resonates with a variety of audiences.
Target Practice: Work in teams to develop key messages and talking points that promote your organization's goals.
Interview Worksheet: Learn to use this simple tool to prepare for any interview or presentation, including developing your organization's key messages.
Bridging Techniques: Learn how to answer "questions you wish no one would ask."
Targeted framing and message development: Work in teams to develop key messages and talking points that promote your organization's goals.
Ten Steps for effective media interviews: Discover the key elements to successfully get your message across when interviewed by the press.
Developing key messages for target audiences: Develop key messages and talking points that promote your organization's goals..
Interview work sheet: Prepare for an interview, including creating talking points as well as brief and compelling stories that promote your objectives..
Bridging techniques: How to answer "Questions you wish no one would ask."
Media spokesperson workbook.
Overview: Understand the media's perspective, learn how to capture the media's attention and develop story ideas that resonate with the press.
What makes a good story? Learn the key elements of stories that attract the media's attention and forward your organization's goals.
Understand different types of media: Analyze how to successfully approach print, television, radio and web-based media.
Message development: Create "bite size" messages for specific audiences using word pictures and the "message triangle."
Pitching your story to the press: Toss the old-fashioned press release and find new and better ways to capture reporters' attention.
Key points for working with journalists: Ten steps for effective media outreach.
Media Outreach Workbook
Matching the message to your audience: Develop appropriate messages for stakeholders who interact with people from diverse backgrounds.
Key population groups: The "melting pot" of the United States is filled with different population groups – ethnic, religious, regional and sexual orientation, for example – and each population group perceives issues from its own perspectives. Learn to identify population-specific messages to ensure your messages reach their target audiences.
The audience grid: Use this simple tool to identify the perspectives of individual audiences/population groups. Highlight your organization's goals for that audience. Develop the messages that resonate with each audience, and select the communication vehicles most likely to reach each audience.
Storytelling: Learn why telling a compelling story is important to further your organization's goals.
Components of a good story: Understand how to make sure your story is directed to a specific audience – funders, legislators, the media, families, and more.
The W's: Who was involved, What happened, Where your organization made a difference, What was the result?
Storytelling worksheet: Learn to use this simple worksheet to prepare your story.
Key messages: Specific points you want to get across.
Building a crisis communications team: The importance of building the appropriate internal group to manage crises before they occur.
Chain of command: Learn to develop and identify a quick response and a workable approval system.
Crisis scenarios: Learn to use a template to identify potential crises for your organization, personnel required to address each crisis, crisis-specific key messages and community relations.
Ten steps for effective crisis communications: Becoming a community resource, speaking to the press and diverting potentially negative attention.
This workshop can be adapted to become a facilitated meeting for an organization's staff, leading to the development of a strategic communications plan.
Overview: Comprehend strategic communication planning's role in meeting organizational goals.
State your goals: Identify what you need to accomplish through communications.
Strengths: Analyze the organization's strengths.
Challenges: Analyze the barriers to success.
Stakeholder identification and analysis: Learn how to use the "audience grid" – identify each target audience and its perspectives; develop audience-specific goals and messages targeted to resonate with each audience; and create audience-specific communication vehicles.
Strategies to achive goals: Concrete strategies to meet your organization's communication objectives.
Action plan: Tactics to support strategies.
Evaluation: Developing a system to measure results.
Strategic communications planning workbook.
Brand identity: Understand brand identity and how to take the first steps in developing your organization's brand.
Core values: Identify the words and concepts that describe the heart of your organization.
Brand message: Develop the one key message (an "elevator speech") that describes your organization and its mission.
Brand personality: Find the overall tone and attitude – the emotional component – to support delivery of the brand message.
Brand elements: Identify the words and images that effectively deliver the brand message.