Media training services

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Present perfectly in interviews and important meetings with key stakeholders, communicate key messages, handle hard questions, and build your value as a thought leader in the Australian defence and aerospace industry.

Effective spokespeople are critical when working with the media. They hold the key to how your brand is received and reflected by the media, and can be the difference between generating a positive, influential story or inadvertently generating a critical or negative story.

When your business is selling technical, high-value products and solutions to the Australian defence and aerospace industry, the impact can be significant. If your spokespeople are practiced and effective, then you can feel more comfortable about working with the media to tell your brand’s story. If not, you could be missing out on a valuable communication medium, or even risk putting inexperienced people in front of hard-hitting journalists who could make or break your business and its valuable defence projects.

Sovereign’s media training program helps spokespeople understand what journalists are looking for in a story and how to deliver key messages. Importantly, it gives spokespeople the skills and confidence to handle direct media contact successfully.

The half-day program is designed for up to four participants from a single company at a time, is highly interactive with plenty of engagement along the way to keep your team engaged and learning, and is delivered via video conferencing or face to face. We cover theory and context in depth, followed by a focused interview practice session for each person, with expert and detailed feedback.

Sovereign’s media training program has been honed over 35 years of experience and has helped hundreds of executives and specialist spokespeople build positive personal and company reputations.

Attendees will learn how to:

  • prepare for media interviews and feel confident when speaking with journalists
  • interpret a journalist’s agenda, develop trust, and build rapport
  • communicate messages powerfully and succinctly
  • negotiate difficult questions or handle hostile journalists using simple but effective techniques
  • maximise news value and structure your message for better coverage.

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