Posted 1.10.06


Media Relations: Image, Positioning and Crisis Control

JANUARY 31, 2006, 9:00 a.m. - 4:30 p.m.

An organization’s image can be built or destroyed in the media. The ability to represent oneself and one’s organization positively, clearly and honestly is a key business skill. This comprehensive training seminar develops the insight, communications capability and confidence to deal effectively with the media during everyday business activities and in crisis situations.

Multi-media mock interviews and press conferences will give volunteers real-world, on-camera experience. Individual critiques, coaching and training will guide them in developing a skill set and sense of confidence to work effectively with the media. All attendees will learn the steps to prepare a crisis communication plan to meet the challenges and speak positively to issues during the crisis situation.

The role of the media in business
o What are the objectives of the business reporter?
o Thinking like a reporter to be prepared

Preparing for a press conference/interview
o Key message points
o Controlling body language
o Pausing for emphasis and redirect
o Is saying this is "off the record" ever the right thing to say?
o Damage control
o Debriefing and learning

How to be prepared when a crisis or potential negative situation occurs
o Confidence not defensiveness when “20/20” is knocking on your door
o When it's right to say "No Comment"

Preparing for the next crisis
o Key message points
o How to rephrase potential volatile questions
oProtecting the company’s brand and positioning in the marketplace

As a result of attending this program, participants will:
o Gain insight on what the media looks for in an interview
o Understand the benefit of advance preparation for crisis situations and how to involve and prepare all team members in the organization
o Gain knowledge and confidence in effectively communicating to protect the company’s image, brand and perception in the marketplace
o Develop skills in teamwork, clear communications and preparedness

Type of Program: Conceptual and Skill-Based

Level of Prior Knowledge in This Subject Area: None

Who Should Attend
Executives, general managers, technical and area-specific personnel who may speak with the media in a crisis situation or provide information to the spokesperson who does.

Nancy M. Valent delivers more than 20 years of experience in marketing, strategic planning, branding, media/public relations, crisis communications and competitive analysis. She has held executive positions in several Fortune 500 companies. Currently, Nancy presides over NMV Strategies, LLC, and is a Weatherhead Affiliate Instructor.

Individual Participants: $545 by credit card; $575 by check
Affiliate Organizations: One class day per participant.

This seminar is part of the Strategic Marketing Certificate and Sales and Customer Relations Certificate.

For more information on Weatherhead Seminars, visit

To inquire or register:

Alumni discount available.

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