Event: Workshop: Techniques for engaging with National and Local Media

15 Oct 2019, 09:30–16:30
LGiU, 251/255 Pentonville Road, London N1 9NG (5 mins walk from King's Cross Station)

Early Bird: LGiU Members: £199.95

Early Bird: Non-Members: £249.95

Offer ends 31.8.19

LGiU Members: £249.95

Non-Members: £299.95

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Read more - Learning and development


This training and development day is an overview of working with the media.

The course will concentrate on developing an understanding of the different types of media, how to answer difficult questions in an interview, how to get your message across and what to do if it goes wrong.

Some sessions will be highly interactive and delegates will be encouraged to take advantage of the networking opportunities from the day.

Participants should answer a pre-session survey explaining their media experience and understanding as well as details of one possible forthcoming announcement they might be involved in and their organisation’s key messages (this is for illustrative purposes only).


0930 – 0945:

  • Welcome, coffee, introductions, ground rules and structure

0945 – 1030:

  • The different types of media: print local and broadcast/ national print and broadcast/ trade/ broadcast/ online)
  • Explaining media jargon and what journalists need

1030 – 1045 – break

1045 – 1200

  • Interview ABC – the guide to successful media interviews
  • When to decline an interview
  • Exercise 1: The proactive print Interview
    • Delegates work on key messages before interviewing each other in pairs
    • Feedback, identify any difficulties and provide tips and pointers

1200 – 1245: lunch

1245 – 1400:

  • Exercise 2: Review videos of well-known people/ experts being interviewed on TV and radio
  • Review print and online stories, analyse quotes
  • How you might deal with an interview that went wrong

1400 – 1415: Break

1415 – 1530

  • Crisis comms and the defensive interview
  • We simulate a breaking news story where the situation is unfolding, how to respond and when

1530 – 1545: break


  • Learning points
  • Recap key points
  • 2-way feedback

16:30: Close

Who should attend?

This is a very interactive session and is aimed at both senior management, officers and elected members who will engage with the media .


Sophie Willett is a PR and communications specialist and has spent many years advising cabinet-level ministers and other senior leaders, including the Rt Hon Matt Hancock, Rt Hon Michael Fallon and the Attorney General. She understands the role of communications in politics and was seconded to the Prime Minister’s press office in spring 2017. In addition to media training, she currently advises charities and private companies on strategy and messaging.

Tom Latchem spent a decade as a national newspaper journalist at the Daily Mirror, Sunday Mirror, People, and News of the World, where he was TV Editor. He moved into broadcast journalism and now hosts shows on the world’s biggest sports radio station, talkSPORT, and its sister station talkSPORT2, as well as advising companies and public personalities on media strategy.