Participants first complete an online “course” at a secure website that consists of 10 audio-visual modules that touch a variety of topics. These include understanding the differing needs of print and broadcast journalists (whether traditional or social media), managing polarization, negotiating the interview, working with reporters, strategies for success, and managing risk.
The modules range in length from four to 13 minutes, and are designed to provide exactly the right information that spokespeople need to succeed with journalists.
At the end of each module, spokespeople complete a five-question quiz. Once they earn a score of 45/50 on the quizzes, which should take 1 1/2 to two hours, they receive a Certificate of Completion.
They can complete the course in one sitting, or over a number of logins. The program provides flexibility to fit to their schedule.
Spokespeople then participate in training, which can be conducted either in-person or via teleconference. Ideally, each spokesperson is interviewed four times during the training—twice for print and twice for broadcast.
By separating theory and practice, this innovative approach to At Ease With the Media provides a more effective learning experience than either option in isolation. When they attend training, spokespeople are ready to participate and learn, and they can return to the modules in the future to refresh their skills.
The "demo reel" below provides the first 1 1/2 minutes from the 13-minute "Managing Risk" module. Many clients have commented that this module by itself is worth the cost of the online program.