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ACCESSEAST
MEDIA TRAINING

Media training is designed to help develop and strengthen communication skills that are essential for media interviews and public speaking. It focuses on how to develop strategies to make the most of media exposure opportunities, and teaches the effective skills and techniques of verbal and non-verbal communication.

The essence of media training is learning how to reach out and convey your thoughts as accurately and precisely as possible to an invisible audience during interviews found in TV reports and press articles written by journalists and reporters.

Training also focuses on the technique of not speaking at all. When working with the media, it is very important to avoid providing them with any extra, unnecessary information, or being deceived by misleading questions.

It is widely recognized that even a single inappropriate comment to the media can be fatal for any company that has become a prime target for the media as a result of scandals or other circumstances. With this in mind, an increasing number of companies in Japan are providing their employees with media training as part of their crisis management program.

Media Training Available at AccessEast
  • Four- to six-hour training programs that include a lecture, on-camera interviews and a feedback/evaluation session providing the basic skills required for effective media communication. Depending on your needs, crisis management media training can also be the focus of the training.
  • Understanding the significance of responding to media questions
  • Understanding different types of media and how each of them presents information in their articles and news reporting
  • Learning how to give appropriate responses to questions from different types of media
  • Developing and refining key messages (the primary point that you want to make)
  • Learning “bridging techniques” that help you bring the focus of the interview back to key messages
  • Learning how to turn around damaging/misleading questions and tricky phrases
  • Simulated press conferences or media interviews, followed by a feedback/evaluation session
  • One-on-one on-camera interviews
  • Replay and evaluation of the interviews to confirm key points
  • Learning how to avoid being controlled by the media, and instead to take control of them
  • Media training is highly recommended for any company spokesperson, including top executives and management who are often interviewed by the media. It will also benefit those in technical and sales fields, as well as those in public relations whose role it is to support their spokesperson at media interviews and press conferences.

Training Courses and Venues
  • One-on-One Training: This session, which runs for at least four hours, is especially recommended for top executives.
  • Group Training: A maximum number of four participants per session. A single session runs for at least five hours with three participants and six hours with four participants.
  • Crisis Communications Training: This is a one-day (at least eight hours) training session to prepare participants in crisis management and urgent press conferences.
  • Venues: A spacious conference room is ideal. All training sessions can be conducted at your own company’s conference room or at a hotel of your choice. Non-participants can also observe the sessions.