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Media Training

Never has the media spotlight shone more intensely on Indian organisations than it does today. The phenomenal growth of the media industry along with an increased public interest in the Indian corporate space, both locally and overseas, mean that spokespeople are in big demand to help newsrooms fill TV and radio airtime and newspaper column centimetres. And not always in a positive light.

For you, the spokesperson, interactions with the media are either a stressful and daunting prospect, or an outstanding opportunity to promote the work of your organisation, free of charge. At 9.9 School of Communication, we want you to see it as the latter. It is with this in mind that we have conceived our Media Relations Training courses specifically to give you the confidence to present yourself in front of the camera and microphone at any chance you get.

We believe these courses are particularly useful to ambitious organisations who need media support to help them step up to the next level on the corporate ladder. Our Media Relations Training seminars and workshops are useful, relevant and interactive, employing formats such as simulated interviews using realistic news scenarios and experienced TV, print and radio reporters to take you through your media paces and show you what it’s really like to be in the media hotseat.

In addition to this, we unveil to you the Indian media landscape to give you a better understanding of where a reporter is coming from, and share with you useful point-by-point tools to prepare for and carry you through successful media interviews. To round out your knowledge, we also give you an introduction to the wider scene of media relations, showing you how your relationships with other stakeholders and competitors can impact your media image.

Two formats

Our Media Relations Training is offered in two formats, our regular Media and Interview Skills Seminars which follow a set program and which you can attend at a time convenient to you and Custom-designed Interview Skills and Media Relations Workshops for the more specific requirements of individual companies and organisations.

Media and Interview Skills Seminars

These are run regularly on a Saturday or Sunday at a convenient location and in a serious but social atmosphere. This is a full-day course for up to 15 people.

They are designed for CXOs of small to mid-cap organisations wanting to skill up to help take their organisation to the next level. All you need to do is pick a date.

The seminar covers the following :
  • Indian media profile: An understanding of the contemporary media landscape; how newsrooms operate; how reporters think; what they are looking for; why reporters take the approach they do.
  • Introduction to media relations: A lot more goes into good publicity than just good interviews. We explain how you can harness other factors that influence your media image, such as what your stakeholders and rivals are saying and your relationships with reporters and other stakeholders.
  • Messaging: how to craft lines for interviews that best represent your organisation and appeal best to the journalist, the “news hooks”.
  • Interview techniques: Fail-safe techniques to give you as much control of interviews as possible, from when to use of “off the record” (never!) to how to take back control in difficult interviews.
  • Presentation, or What the camera likes: what to wear, where to sit or stand, interview etiquette, body language and temperament, language and pronunciation.
  • Protocols: what to expect from the journalist, sharing your boundaries with the journalist, cameraperson, photographer before the interview starts to prevent any bad surprises.
  • Interview simulations with realistic scenarios: in this, the most important segment of the workshop, experienced reporters take you through mock interviews in front of the TV camera/microphone to give you a true sense of what it’s like to be in the media hotseat.
  • Feedback: Reporters and presenters provide appraisals of interviews verbally and by showing the story angle they would take based on the interview. Reporters also talk about the contemporary Indian media landscape and their expectations of spokespeople.
  • Handouts: Take away cheat sheets on last-minute messaging and other useful summaries of the workshop.
With sufficient numbers, these courses can be tailored to industry groups through use of industry-specific scenarios and even reporters.

Custom Interview Skills and Media Relations Workshops

These classes are tailored to the specific media relations requirements of your organisation.

Should your organisation’s spokespeople be more experienced at interviews, you might need them to know about the science of media relations and public relations. If they are experienced in general public relations or media relations, but don’t have a lot of experience in front of the camera, you might want a workshop with intense, multiple interview sessions. Perhaps they have a lot of experience at both and need skills in social media, or industry-specific skills for those in, say, the financial sector. School of Communication has access to presenters expert in these fields to ensure a useful session.

Individual training

Our tailor-made programs also extend to individual media training for organisation chiefs like CEOs, MDs and Diplomats. These one-on-one sessions employ intensive instruction by an experienced international trainer and a media heavyweight who takes your leader through interview repetitions to ensure they know how to perform.


SoC had some of the best teachers and the most interesting classes. For the first time in my life, I truly enjoyed education. Mahima Gupta

During my stint at ESPN Star, I worked on the convergence of editorial content for website, mobile and WAP – true to the spirit of SoC! Ranbir Majumdar


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