Media Skills Essentials

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Media Training for Health Professionals

Are you a health professional interested in building or refining skills in working with the media? Are you seeking to more confidently engage with the media, to get your message out and stand out from the crowd?

DAA Centre for Advanced Learning (CAL) and Red River Strategic Communications have partnered to offer you specialised media training specific for health professionals! The media is a powerful tool for talking to a lot of people at the one time. In this course you develop high-level media skills to communicate in a clear, powerful and media savvy way, as well as learn how to connect with your audience. Crisp, compelling and evocative communication is the rocket fuel that helps you cut through. You will be in small groups of up to seven in this fast-paced and dynamic skill development workshop.

Red River ‘gets’ talking health messages with the media, as they’ve provided media training to DAA media spokespeople over many years.

There’ll be group discussion, practice exercises and one-on-one mock media interviews. You will be able to craft quotable messages to help you cut through in the media on a key issue.

The two-day program provides you an opportunity to work with media specialists to develop your media skills so that you can use media opportunities to influence community behaviour and build your reputation. In this fast paced and dynamic workshop you will work in small groups to develop crisp, compelling and evocative communication in a specific nutritional or health framework.

Suitable for

Media Skills Essentials is suitable for all health professionals and student dietitians. The program is suitable for practitioners who are new to working with the media, as well as those who have had some media experience, with trainers tailoring the course to those in the group. This course can count towards 12 Continuing Professional development (CPD) hours if this course aligns with your APD Learning Goals.

Leave this course with

  • A strategic approach to a media interview so you achieve more
  • A methodology to break each thought into bite sized chunks that give the audience the information they need to understand and respond to you
  • An ability to communicate in compelling narratives that takes people on a journey
  • High level skills in using crisp, powerful and energetic media language
  • Techniques to respond to questions so that you satisfy the question and return to your ‘story’.

Course Outline

Day 1

  1. What drives the media – perceptions, headlines and deadlines
  2. Getting strategic – make the interview work for you
  3. Message mapping – get how a message that is clear, evocative and gets straight to the point
  4. TV and radio interviews.

Day 2

  1. Telling stories – structuring all your information
  2. Interview technique – answering questions and getting back to your base
  3. Making a connection – dealing with nerves
  4. TV and radio interviews.

All participants will receive a Certificate of Attendance. Reports on progress available on request.

Cost

Non-members $2,420 incl. GST

DAA members $1,980 incl. GST (That’s 20% off the regular price!)

Upcoming courses

Monday 3 – Tuesday 4 April 2017
9.30am – 5.00pm

Rendezvous Hotel Sydney Central,
Cnr George and Quay Streets
HAYMARKET NSW 2000

To register

Please see Media Essentials to register before 20 March 2017.

About the Facilitator

victorphoto-june-2016Victor has significant media experience on all sides of the media including:

  • Fifteen years as a TV, radio and print foreign correspondent
  • Political commentating for media outlets such as the ABC, SBS and newspapers
  • Ground breaking research in crisis management for the University of Melbourne
  • Being an international consultant on training and employment programs for the World Bank
  • More than a decade advising CEOs and their executives on media strategy.

Victor is also a Qualified Trainer:

  • Certificate IV in Training and Assessment – Holmsglen Institute of TAFE 2009
  • Diploma in Training and Assessment.

What participants are saying

simone-austin-web-140x150“The media can be your friend to help promote your message effectively and with Red River’s training and practice you can learn how to do this confidently. Our job as dietitians is to get the right message across in the most effective manner, and media training works on this.

How do we get people to listen and learn from us? Media training with Red River will help you with working with the media, but much more – how to be confident in getting your message across in many of life’s situations.  My writing in general has improved and how to get my message across as succinctly and interestingly as possible for seeing individual clients and working with groups of people such as for me, with sporting teams.

I now can take on multiple media requests in one day and not be daunted. I know the topic, the content and now have the skills to get my message out there through the noisy nutrition space.”

DAA Spokesperson and Accredited Practising Dietitian Simone Austin

jemma-ohanlon_websizeJemma is an APD and the Nutrition and Product Development Manager at Jenny Craig & Curves. With a diverse range of experience in the food industry, Jemma has worked for global catering organisations, food manufacturers and in the non-profit sector collaborating with Australia’s major retailers. Jemma is passionate about spreading the word about good food and nutrition through mainstream and social media.

Q: Tell us about what appealed to you about the the Media Skills Essentials course?

A: I’d been looking for some advanced media training to really help me learn about how to best get across my key messages, particularly for TV and radio interviews. I’ve done a range of different media but have found TV and radio the most daunting, because unlike print media, where you can write and edit and re-edit all of your responses, with TV and radio you’ve got to be on the ball and you only get one shot! It’s also much more about how you sound, the tone of your voice, and how you present overall, so I guess there’s a lot more to think about!

Q: What were your first impressions?

A: Very positive. Victor, our trainer on the first day, was dressed in a suit so I knew he meant business! The venue, held in an intimate conference room in the city, was absolutely perfect for our small group of 5.

Q: Was the content what you expected?

A: I didn’t really know what to expect but I did have high expectations, given that any media training does not come cheap! Although a little scary, it was great to have the professional news camera and tripod all set up for us to practice talking to camera and then watch ourselves back on the TV. On Day 2 with Erina our trainer, there was a big focus on Mapping (which is Making your point, Anchoring it with the detail, and then finishing with your Perspective, such as a catchy quote). Learning how to MAP was challenging yet so rewarding and after lots of practice I walked away feeling much more confident on how to deliver my key messages.

Q: Describe the presentation style of the course.

A: The two days were very interactive. As it was such a small group, the content was tailored around what we wanted to focus most on, and both Victor and Erina really did adjust their pace to focus on our needs. We all felt really comfortable asking all of those ‘silly’ questions which ended up being not so silly, as we were all in the same boat so to speak.

Q: What sort of areas/professions were others in the course from?

A: In the group of 5 we had a Director of Nursing, 3 Dietitians (2 food industry and 1 government) and a Communications Coordinator. It was a diverse group and it was fantastic to bounce ideas off each other, have a laugh and work together on our MAPs. Even in the two days we noticed a huge improvement in all of our presentation styles on screen, so this was quite rewarding to walk away feeling much more confident than we did at the start!

Q: What did you enjoy the most overall?

A: I enjoyed learning how to MAP most of all, practicing this over and over and getting valuable feedback from our trainers. I really liked Erina’s style of training, she was very hands on and gave really good individual feedback to all of us. Her delivery of feedback was also perfectly balanced – the right amount of specific constructive feedback, coupled with lots of positives on what we were doing well. But Erina certainly wasn’t easy on us – it was the right amount of ‘tough love’ we needed to develop our skills further.

Q: Was there anything that surprised you?

A: I think what really struck me the most was how much time you need to allow to prepare for a media interview. It all seems so simple and easy when you see someone else doing it, but there is so much preparation that is necessary to really ace an interview. And regardless of whether you might get a 5 second grab on the news or a 30 minute radio segment, the amount of preparation you need to do is the same! Erina and Victor took us through all the important steps of preparing for an interview, from the moment the phone rings to thinking about the ABC (Angle, Background and Catchy Quote), and the AAAIII (Analyse, Aim, Audience, Issues, Impression, Interview Structure).

Q: Aside from the course content, how was the experience of attending?

A: It was a worthwhile couple of days! I would have loved to have been able to have a week’s worth of this sort of training, but it was certainly an amazing start to really take my skills to the next level. Although I walked away with my head spinning with so much great information, I also walked away feeling much more aware of how to prepare for an interview and how I can improve my presentation skills.

Q: Have applied your learnings in your practise and/or life since finishing the course?

A: I’ve really been paying more attention to news stories and how politicians and media commentators craft their responses during interviews. I feel as though I’ve learnt the tricks of the trade and now it’s about practicing it wherever I can. As the saying goes, “Use it or lose it”, so now it’s up to me to, well, use it! Since the course I’ve been involved in a cooking shoot which involved a full production studio so it was certainly helpful to have that training up my belt in the lead up to it.

Q: Any plans to do more media-related courses?

A: Erina and Victor have offered us some power mentoring sessions post-course as well as a Narrative Master Class to building on mapping skills, which I am really keen to be involved in.

Q: Would recommend Media Skills Essentials to another APD or health professional?

I’d certainly recommend this course to other APDs who are interested in building their media skills. It’s a full on couple of days, but it’s fantastic that we have this available to us and that it’s tailored to our work as dietitians. Most media training costs $1000 per hour (not even joking), so in comparison this is a much more budget-friendly option.