Media Relations Training

Media Relations Training
Providing On-Location Training and Virtual Online Classes

Click here to view a list of our upcoming  classes

Classes Taught  by Experienced Reporters and Producers

Effective Media Relations is essential in any organization’s quest for good will and public confidence.  This exclusive Media Relations Training Class was developed by the television reporters who have covered Americas top news makers.  They have  also covered the world’s major news events from the fall of the Soviet Union to the 911 attacks on America.  Our Virtual Online Classes, sometimes referred to as Webinars, are patterned after our traditional on-location training. 

Since 2004, our hands-on, interactive classes have been conducted in-person on location in 40 cities a year across America.

Instructors Russell Ruffin and Penny Carter on location in Washington and DC, San Bernardo following terrorist attack and Ferguson, Missouri during riots and protests.
Our  instructors routinely go to the scene of many of the nation’s major breaking news events in order to bring you the most up-to-date training, with REAL WORLD scenarios.    This training is based on dozens of actual news events, including the COVID-19 Pandemic, the George Floyd death in Minneapolis, the “defund police protests, the Ferguson, Missouri riots,  the terrorist attack in San Bernardino  and the Las Vegas sniper attack .

Crisis Management
In  a  World of Digital Journalism

When you are involved in a crisis news event, it is imperative that you communicate effectively and honestly with the community.    Get out in front of the story as soon as possible.  The longer you wait, the less control you will have on how the story is reported.    Most of the world’s major  crisis  news  events occurred because a  business, organization or police agency  failed to provide the accurate narrative of an event soon enough.    In today’s world of “Digital Journalism,”  effective News and Social  Media Relations is mandatory.     

Crisis News Management: Officer holding down George Flowed is by a citizen with a cell phone
Blurry  cell phone video fuels  the  “defund police” movement

In May of 2020 a citizen used a cell phone to capture footage of the controversial apprehension of George Floyd prior to his death.  The video went viral on the Internet and was quickly picked up by the mainstream media.     In the days that followed a “defund police” movement developed with protests in more than 500 cities across America.

In Ferguson, Missouri in August of 2014, a false narrative of a highly publicized shooting incident was established early on by protesters utilizing social media.    “Hands up, don’t shoot” became an international hashtag and the narrative of the story.    When the officer was eventually cleared by a total of four separate federal and state investigations the story drew much less attention and coverage by the media.

Building Public Confidence
You are Placed in the Center of Breaking News
Exclusive LIVE On Camera Training  

On Camera Media Relations and Corporate Communications Training
News Media Relations and On Camera training with Russell Ruffin and Penny Carter in Los Angeles

During our exclusive training the class is placed in the center of real world breaking news events.    Everyone views the same simulated breaking news  story.  You have the option to volunteer to stand in front of  our LIVE TV news camera to hold a press briefing .  Fellow classmates act as reporters asking tough questions.    At the conclusion, you are provided a helpful and friendly critique of your performance.    The class discovers  how to take control of a news conference or interview, projecting authority and honesty to the media and  the public.

Create Effective Talking Points

Discover how to use what you learn from our Media Relation training class to establish your own “Talking Points.”    This will help you keep your message on track.   You want to be helpful to reporters’ and answer their questions, but you don’t want those questions to derail your message.     You will come away from this media training class with  the skills to stay on point with the media and communicate your message more effectively.

Generate Earned Media

Effective Media Relations results in Positive News Coverage and Earned media when an NYPD officer buys a pair of shoes for a homeless and barefoot man during freezing cold snap.
NYPD Officer helps a freezing homeless and barefoot man

Our instructors reveal how you can create positive news coverage for your organization.    See how  an officer’s random act of kindness helped create a positive image for the New York City Police Department.   The officer was walking his beat, when he  stopped to help a homeless, barefoot man shivering in the the freezing temperature.  The story went viral, appearing on every major television network.  The event became a Media Relations bonanza.  The coverage generated an estimated $100 million in “EARNED Media” for the NYPD and won a promotion for the officer.   Discover how such good will is like money in the bank of public opinion.

Breaking News Exercises, as instructors Penny Carter and Russell Ruffin emphasize the power of Effective News Releases and Effective Media Relations.
Media Relations Class at Federal HIDTA Training Center – Dallas – Ft. Worth

Experience our exclusive Media Relations Training in person at any of 40 cities across the country  or join us from the comfort of your own home or office via the Internet with  online webinars and virtual classrooms.

Media Relations Training Class Topics
Talking Points Made Easy
Establishing the Accurate Narrative of an Event
Creating Powerful Sound Bites
Holding an Effective Press Conference/Interview
Keeping Your Media Message On Track
Press Release Writing and Distributions
Turning Negative Press into Positive Press
Alternatives to “No Comment”
Managing Tricky Questioning
Projecting the Proper Body Language
How to GO LIVE On-Camera via Social Media
Lessons Learned from Real World Events

Live Demonstrations:
Using Your Cell Phone to Shoot and Distribute Your own Sound Bites
Utilizing Facebook LIVE and other Social Media
Maneuvering through News Conference Interruptions
Handling Ambush Interviews, Investigative Reporters
The Key to success in any News Media Relations effort is attracting the attention of the mainstream news media as well as the social media
To view a Virtual Class Demo
Click the screen below:

Contact Information:

If you would like to schedule or attend a class, or if you have any questions, please give us a call or send us an email.

Training Coordinator – Penny Carter
Phone 303-470-0716
Denver, Colorado