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EOP Foundation Seminars - Public Sector

Public Sector | Private Sector


Custom Course #16- Executive Branch Media Training

This course provides participants instruction and practice in presenting positions to media and emphasizes developing media relations techniques. The curriculum is tailored to developing the unique communication skills needed by Federal executives. Executive Branch Media Training will incorporate areas of focus that will include:

  • Strategies for effective media communication;

  • Crisis communication;

  • Presentation techniques for different media formats;

  • Understand primary stakeholders on Congressional and Senate Committees;

  • Editorial politics and the editorial decision-making process; and

  • Politics of understanding audiences.

Effective Media Communication – Best practice communication styles are a main focus of the course and participants will be taught how to build a narrative story for Government programs and present them effectively to media stakeholders.

Crisis Communications – The course emphasizes that getting the message first and getting it right are the two keys to reaching media in a crisis and will instruct participants in the most effective techniques for achieving this objective. The course teaches executives how to own their own story and build their own narrative that advances the Government’s goals from positions of neutral competence.

Presenting to Different Media – The course will focus on effective and efficient communication to different media outlets and will train executives to tailor their message to different formats including print, online, radio, and television.

Editorial Politics and Decision-Making – The course will focus on ‘unpacking’ the decision-making process in media organizations and allow participants some insight into the reasons for which certain stories are “picked up” and disseminated in order for Government executives to understand how to tailor message and facts for maximum effect and efficiency.

Politics of Audiences – The course will focus on training executives to recognize who the real audience, behind a given reporter, is for the message. The course will also instruct executives why adopting a client-service model of fact based presentation to determine areas of focus for media presentations is an effective technique.

Course Objectives

Executive Branch Media Training’s objectives are to educate government executives on how media outlets make decisions to present stories of interest to editorial leadership while at the same time teaching executives how to present the Government’s views from a position of neutral competence. Upon completion of the course, participants will have achieved the following outcomes:

  • Learned techniques to improve effectiveness in interviews and presentations before media;

  • Understood strategic use of language and audience;

  • Learned how to respond to crisis communications scenarios;

  • Drafted/prepared instruments focused on local, state and national media;

  • Undergone interview preparation; and

  • Prepared testimony, advocacy documents, correspondence, speeches, and press releases.

Improved Media Effectiveness – Participants will have a comprehension of the substantial scope of media relations, the significance of different media formats, the significance of appropriate preparation depending on media type , the significance of determining story, and narrative prior to an interview.

Strategic Use of Language – Participants will understand the unique position of language in narrative and presentation of a story.

Crisis Communications – Participants will understand the significance of crisis presentation, adopting different postures to create greater flexibility for narrative change as the facts evolve and how to position the Government over and against a hostile media environment.

Role of Local, State and National Media – Participants will understand the significance of interlocking narrative and themes for disaggregated media within a particular venue.

Prepare Written Documents – Participants will learn and practice preparing advocacy documents in different formats including Congressional testimony, correspondence, speeches, and press releases.