professional development courses

  • Professional Development Courses

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Become An Effective Spokesperson

Today’s smart organisations don’t leave their media presence to chance. Knowing how and when to actively engage with the press is a vital part of protecting and enhancing corporate reputation, whether to support commercial objectives, tell your corporate story or anticipate and prevent crises. Good spokespeople are ambassadors and powerful advocates for their brands and organisations, using the media as a channel to talk directly to key stakeholders and wider audiences. This programme provides the tools and techniques to help senior managers build confidence, performance standards and relevant skill sets in successfully managing media interviews and developing as effective corporate spokespeople.

Turning 'Theory' into 'Practice'?

This one-day programme provides the theory and the practice behind successful media interviews, showing how to develop a systematic and proven approach to setting the media agenda and achieving positive results. The programme employs a TV and radio studio environment to enable realistic role plays and combines PR and journalistic expertise to guide delegates through the processes behind setting objectives, corporate messaging, creating soundbites and handling tough questions. Relevant interview topics are thoroughly researched before the training day. Please note the very limited number of participants per event – maximum 4 participants!

Who should attend?

Aimed at CEOs, company directors, heads of business units, communications managers and other key individuals, who want to develop as an effective spokesperson.

Key areas to be covered in the programme and documentation

Introduction & objectives
• Theory of media engagement
• Setting your media interview agenda
• Scenario for Interview Round 1 (print)
• Interviews with delegates
• Feedback and analysis

Creating soundbites
• Five classic interview set-ups
• Scenario for Interview Round 2 (1on1 TV interview, recorded face-to-face).
• Interviews with delegates plus feedback
• Media interview video clips

How Messaging Works: Theory & Practice
• Working out your message matrix
• Scenario for Round 3 (5 minutes 1on1 live radio)
• Delegate interviews, feedback & analysis
• Scenario for Round 4 (90 second stand up to camera 1on1 live TV)

Round 4 interviews with delegates
• Feedback and analysis
• Key learning points & takeaways

Benefits to you

• Constructing a media agenda and building blocks of messaging
• Learning the five classic interview set-ups
• Learning how to handle tough questions
• Mastering effective interview techniques
• Increasing your/company’s profile and visibility
• Developing a greater share of voice on key issues
• Improving active management of corporate reputation
• Creating effective advocates and ambassadors
• Supporting commercial and marketing objectives
• Increasing ROI on corporate communications objectives

Companies already benefiting include:

Duration of Course

1 Day Course

Course details

Please contact our office at +44 203 002 3057 for any additional information about the course

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac