Media Training For Charities

Course Overview

We show charities how to demonstrate impact, navigate negative news agendas, and showcase the human stories that media audiences crave.

With a media landscape which has hardened for charities, spokespeople learn how to develop a framework of control for every interview. Within that framework comes the glitter – if you align compelling examples of impact with ongoing news agendas, you can paint a lasting and powerful picture of your organisation. Attendees undergo a range of tailored interview simulations with time for playback and constructive, honest feedback. With examples drawn from the NGO sector to support learning, course components include:

Taking Control:

The importance of focus – shaping a top line in messaging | Linking to a top line without sounding evasive | Foregrounding impact | Effective story-telling

Establishing areas of contention and no-go areas

Studio Etiquette: The do’s and don’ts of being in a studio

Remote Etiquette: How to undertake an interview from home

Being accessible and memorable:

How to connect with the audience I Achieving substance under time pressure

Key principles in communicating effectively I Getting your language right | The power of specifics

Handling newspaper and online journalists:

Avoiding common pitfalls I Ensuring what you want to say ends up in print  I  Blurred lines between media formats

Workshop features:

  • Coaching by experienced BBC journalists
  • Realistic interviews
  • Honest and constructive feedback
  • Space for discussion and reflection
  • Unique and comprehensive aftercare

Learning Outcomes

By the end of the session, each attendee should be able to:

  • Control interviews
  • Paint pictures to support a key message
  • Use language, energy and pace to appear authentic
  • Tell a coherent story
  • Prepare effectively in a short timescale
  • Recognise the challenges of different interview and broadcast formats
  • Undertake effective print briefings


This matters. Our coaching helps people raise their game, but staying at that level post-training takes support. That’s why everyone attending this course get access to the following:

  • A follow-up phone call. This could be ahead of an important interview/presentation, or just a chance to clarify some of the important learning points covered during the session after the dust has settled.
  • Online Resources. There’s a password-protected section of the site reserved for those who’ve attended our courses. Here you’ll find a host of resources including films, tips and some of the key aspects of the course pack to download.
  • A weekly email, the Monday Media Briefing. Going strong since 2013, we shine a spotlight on a particular aspect of media training each week as well as review some of the key interviews and media trends of the last seven days.

Clients Include

  • Mencap
  • Stonewall
  • Fareshare
  • Samaritans
  • Charity Comms
  • Bliss
  • Sustrans
  • RNID
  • Royal Marsden

“A superb day – well planned and executed.”

Owen Adams

Pro Vice Chancellor, Durham University





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