Course curriculum

  • 1

    Welcome

  • 2

    The media: an introduction

    • How the media works

    • Which media outlet is best?
  • 3

    Getting noticed

    • Building relationships with journalists

    • What makes a good story?

    • The media checklist
  • 4

    Interview prep

    • Know your audience

    • Know the format

    • A Lists and B Lists
  • 5

    Ground rules

    • Off the record

    • Answer the questions
  • 6

    Answering questions

    • Building trust

    • Six direct answers

    • Saying no
  • 7

    Making clear points

    • Jargon-busting

    • Speaking in pictures

    • Call to action
  • 8

    The Language of Leadership

    • Offering commitment

    • Moral authority
  • 9

    Avoiding unwanted headlines

    • Pink Elephants

    • The double positive
  • 10

    Soundbites

    • Effective soundbites

    • Repetition

    • Words and phrases to avoid
  • 11

    Finding your voice

    • Introduction

    • Pace

    • Tone

    • Volume

    • Technology
  • 12

    Body language

    • Intro

    • Eye contact

    • Posture

    • Poker Face

    • Smile
  • 13

    Sector-specific advice

    • Private sector

    • Public sector

    • Third sector
  • 14

    Dealing with crises

    • When crisis hits the newsroom

    • 5 steps to handling a crisis

    • Regret, reason, remedy
  • 15

    Your next steps

    • 28 days later

    • What next?

    • Downloadable summary