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Media Training: More Than Just Talking Pretty

September 7, 2017 @ 11:30 am - 1:00 pm

To Register: https://www.prsa-ncc.org/media-training-more-just-talking-pretty

Your client is launching a make-or-break product. Or a crisis strikes. Maybe you’re breaking in a new C-suite executive.

The instant reaction is “Let’s get them some media training.”

That’s fine as far as it goes. But if you call in a consultant for one day just because you want everyone to talk pretty, you’re failing to maximize the value for your clients.

Media training—in the proper hands—helps your clients achieve their business goals, and boosts the career paths of their executives.

Many media training workshops focus on simulated exercises. Some also emphasize messaging. Yet many consultants, agencies, and clients give ongoing improvement short shrift.

How can you help your clients address this shortfall? This program can empower you with solutions that can help you forge tighter relationships with your clients:

Build a professional development program relative to media relations.
Overcome those whose sole interest is checking the media training box.
Persuade busy executives to pay sustained attention to sharpening their communications edge.
Work with—or around—an under-equipped internal staff.
Avoid the media training consultant who doesn’t really care about long-term value.
Reshape the media training marketplace by refusing to buy into the risky one-and-done culture.

Savvy PR pros realize that media training is not a one-off event. It’s a learning process. And it’s your job to impress that fact upon your clients. After all, their reputation—and yours—is at stake when dealing with the press.

About the Presenter:

Ed Barks, President, Barks Communications, leads communications training workshops that boost executives’ confidence and communications skills when they deal with reporters and members of Congress and when they speak in public. Ed is the author of The Truth About Public Speaking: The Three Keys to Great Presentations, and wrote the training guide Face the Press with Confidence: The Media Interview Companion. He has served as President of Barks Communications since its inception in 1997, and has guided more than 3500 business leaders, association executives, public relations staff, and other professionals toward a sharper message and enhanced communications skills. Ed currently serves on the National Press Club’s Board of Governors and the American Society of Association Executives’ Consultants Section Council. He directed media relations efforts for a number of Washington, D.C.-based organizations. Importantly, Ed brings another critical perspective to his clients’ communications needs—t hat of a broadcaster and journalist. He knows firsthand the tricks and techniques of the reporting trade, thanks to more than 10 years of experience in radio broadcasting.


September 7, 2017
11:30 am - 1:00 pm
Event Category:


Ruth’s Chris Steak House, 8521 Leesburg Pike, Tysons Corner, Vienna, VA 22182, USA


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