Master your message, then master the media
Learn how in this powerful media-training workshop

In Kathy’s “Master the Media” workshop and coaching sessions, your team will learn how to gain control of media interviews to confidently deliver key messages to the media. In this practical, hands-on workshop, media expert Kathy Kerchner delivers powerful results to individuals or groups. She’ll teach your team—executives, subject matter experts, PR and marketing reps, and other key players—how to master your message, then master the media.

Kathy offers:

• One-on-one coaching (in person or over the phone)
• Half-day workshops with small groups
• Full-day workshops for small groups that want more practice or large groups that want to split into two smaller groups (for example, 6 attendees in the morning and 6 in the afternoon)
• Keynote and breakout presentations for business and association meetings

Hallmarks of Kathy’s media-training workshop and coaching include a nuts-and-bolts business discussion to determine your organization’s key messages, on-camera practice, and a substantial workbook with quick-reference tips. In this relaxed workshop environment, Kathy leads team discussions to address your organization’s specific media challenges and common fears of being interviewed by the media. She provides practical advice and gives direct, honest feedback.

In the “Master the Media” workshop, your team will:

• Understand today’s media—Find out how the media works, what they want to hear, what they don’t want to hear, and why they want it right now
• Learn the importance of building relationships—Having established relationships will help when the media calls, whether your situation (their story) is positive or negative.
• Develop your key messages—Working together in this workshop, your team hones the key points to deliver in every media interaction.
• Learn how to gain control of every interview—In a word: preparation.
• Learn how to use the media as a marketing tool—Get visibility, create a buzz, and sell more. Take advantage of the “third-party endorsement” that media offers. (Research shows that, when an article and ad are placed side by side, readers are 80% more likely to believe the article versus the ad.)
• Practice your interview skills—During the workshop, Kathy will interview key players on camera. She plays hardball with her toughest questions; executives practice fielding her “curve balls.”
• Discover interviewing techniques for various media—Print, radio, television, and news conferences.
• Practice limited responses—Legal or private reasons may limit what you can tell the media. Never say “no comment”!
• Communicate in a crisis—Learn how to plan your crisis strategy, handle tough questions, and manage perceptions through the media.
• Practice delivering great quotes—Giving irresistible quotes and sound bites to the media helps ensure you’re quoted accurately.

It’s difficult to get positive publicity. When you do, be prepared and confident.