In today’s world, you have two choices when it comes to media training. You can choose message driven. Or you can choose modern.

At Ease With the Media Media Training Program
The message-driven approach emphasizes repeating the same messages, often regardless of the question asked, or telling the journalist “what’s really important” to the story, even though the journalist is the person developing it.

The modern approach to media training teaches spokespeople to manage exchanges with journalists to win-win outcomes—by assisting the journalist on one side while supporting the organization’s strategic objectives on the other.

By completing the discipline of At Ease With the Media, spokespeople understand the value of strategically influencing audiences through the journalist, but are flexible and adaptable to the journalist along the way. Of course, they learn to protect themselves and their organization at every step.

The result? Better relationships with reporters. Improved strategic outcomes. Effective risk management.

If you’re interested in a modern approach to media training, contact us to learn more. We’d love to put your spokespeople At Ease With the Media.


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