Professional Media Training & PR courses

PR media training is a key part of any public relations strategy and should be included in any type of planning. Knowing how to talk to journalists as well as dodging uncomfortable questions is key in PR .

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What is media training? 

Key to all our services is understanding the core principles of your brand and your unique value proposition. The more you understand what drives your company, gives it value, and why people should care about it the stronger your story will be. The purpose of PR is to find that unique angle that can elevate your company by adding value and telling stories rather than direct selling.

At PRLab we know each startup is different and will have different drives and values. These values inform not just the training for media relations, but a significant part of your greater marketing and PR strategies. With our PR training you can find your identity, and identify the distinct competencies that make you stand out from your competitors.

These key messages change over time to reflect the important events and changes within your industry. Our media training course will help you to continually evolve your messages so your core values are always communicated to the media.

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What will you learn during the PR course?

This public relations course is one of our many PR services on offer to help you improve your PR and marketing strategy. It is an essential skill to have and we recommend it to anyone wanting to gain an edge over their competitors when it comes to getting the most out of your media attention. Receiving feedback from our media training consultants while practising these techniques is an invaluable advantage of this pr and marketing course.

One of the essential skills you will learn from our PR training is how to develop a soundbite. Journalists love memorable quotes, so it is important to prepare a quote in advance that will demonstrate and promote your core values and message. With PR training you can understand the different types of soundbites that exist, when to use them and how to keep them concise and relevant.

You will also learn how to create a set up for these soundbites even if an interview is not going in the direction you want it to. We will help you to implement bridging techniques to deal with tricky questions and intimidating journalists so you can always communicate your message and remain in control of the interview.

Our media training courses

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Getting Started

Our media relations training begins like all of our services, getting to know you. Our training is designed to be and dynamic as possible so knowing your needs, goals and objectives will optimize the ongoing process of learning about these techniques.

We are based in Amsterdam but can deliver our media training online as it effective either in person or through digital communication. Whatever our means of communication, the emphasis is on learning through doing, and in a friendly and supportive environment. Everything we discuss is strictly confidential, and you can trust this service and others we offer to always be professional.

We are experts in the startup field and are well practised at getting individuals in front of the media on a frequent basis. We will quickly identify what to focus on to make sure you get the most out of your media interactions and build a public relations training program suited to your needs.

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Identifying key messages

Key to all our services is understanding the core principles of your brand and your unique value proposition. The more you understand what drives your company, gives it value, and why people should care about it the stronger your story will be. The purpose of PR is to find that unique angle that can elevate your company by adding value and telling stories rather than direct selling.

At PRLab we know each startup is different and will have different drives and values. These values inform not just the training for media relations, but a significant part of your greater marketing and PR strategies. With our PR training you can find your identity, and identify the distinct competencies that make you stand out from your competitors.

These key messages change over time to reflect the important events and changes within your industry. Our training will help you to continually evolve your messages so your core values are always communicated to the media.

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Turn your messaging into soundbites

Once we understand the core values of your brand we will help you develop the key messages that you will seek to deliver in your media interactions. These key messages should address the core of what you want your target audience to hear. They should be a couple of sentences that can be both delivered and understood with ease.

Keep your message concise and to the point will make it easier to understand and easier to remember. We will help you to develop messages that have an active and positive voice, that will help you come across as congenial, approachable and likeable. These key messages take the form of soundbites.

Soundbites are critical to PR as they are the quotes that make you memorable and engaging. There are a variety of different soundbites that you can employ and with our PR training you can understand the differences between them and know when to employ them best.

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Dodging bullets

The goal of our public relations training courses is to prepare you for a variety of interactions with the press. It is highly likely at some point an interviewer will ask an uncomfortable question that you either don’t want or don’t know how to answer. Being prepared for these scenarios will ensure that even hard interviews don’t end in disaster.

The key messages we have developed with you have a big role to play in the management of interviews. Saying ‘no comment’ in an interview is itself a comment and can reveal a lack of preparedness or unwillingness to discuss a subject, prompting further questions. Alongside guidance and general tips for succeeding in interviews, we will teach you how to bridge conversations with the subjects you desire and remain in control of the discussion so you can avoid intimidation and divulging information you don’t wish to share.

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Speaking to the media

The last step of this public relations training program is by no means any less important than the others, and this is to practice! We will help you prepare with mock Q&A scenarios, adjusting for all possibilities and difficult questions you may face. By focusing on these challenging situations, you will get more comfortable at answering questions and bridging the conversation back in the direction you prefer so you can always communicate your key messages.

Practising how to respond to these negative questions is just as important as knowing what to say when an interview is going well. The more prepared you are, the more you can avoid your own negative answers and giving the journalist any quotes or material that will reflect badly on you or your company. By working with PRLab, you will truly get the most of your practice, as our media training consultants provide ongoing feedback on the steps and techniques on the techniques we have described and more. We offer a variety of pr courses online so be sure to check out our other services!

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Role-Playing

A technique we employ throughout our PR and marketing course is role-playing. The purpose of role-playing is to explore the possibilities of a particular scenario, so you can be prepared for this scenario should it arrive in real life.

By acting scenarios out, you can get a sense of what works and doesn’t work in a variety of unfamiliar and difficult situations. You will build up experience and self-confidence, getting a sense of how to react instinctively in real-life situations. This is important in media skills training as it means you can quickly learn how to turn around an unfavourable interview, and to come across as confident and credible.

As experts on the startup industry, we can help you identify the possible challenges you may face when dealing with the media, and create practice scenarios so you can prepare for the real thing. We can provide continuous feedback and develop new situations that are suited to your needs.

Case Studies

Heppeo Image. Case study of Media Training in Amsterdam.

Happeo

Social intranet and collaboration platform
Happeo logo. Public Relations for startup client.

Happeo was raising its platform and scaling up to hundreds of employees. This was news, and it was big. For something like this you want to shout in exultation from a rooftop, but a voice can only carry so far. Happeo needed this launch of funding news to reverberate and be heard globally. That is why they came to PRLab, they wanted to make waves.

Who is your media training mentor?

Photo of media training mentor, Matias Rodsevich.

You will be trained by the founder and CEO of PRLab, Matias Rodsevich. With over ten years of PR and marketing experience in both B2B and B2C he is specialized in technology and product communications in corporate, startup and agency environments. He has worked for international tech companies such as IBM and Google, before moving to Amsterdam to work for Impraise, a web-based and mobile HR tech startup.

His experiences with both larger companies and startups mean Matias can adapt his mentoring to your needs and the environment you are working in. He is familiar with all aspects of the PR world, and will also give you great insight into media relations, content marketing and lead generation. He cemented his knowledge in his recent book, PR Paradox, a book on mastering the art of PR as a startup. He has acted as a media training consultant for many entrepreneurs and CEOs, so if you are interested in working with Matias then don’t hesitate to get in touch!

Matias Rodsevich

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FAQs

Media training is learning and practising the skills necessary for an individual to face the media. It is learning about a distinct form of communication, answering questions from journalists, anticipating their questions, and effectively conveying your message with confidence.

By learning the techniques of media training you are best preparing yourself for when journalists and publications are coming to your business and hearing from you directly. Perhaps you are being interviewed, or publicly speaking at an event, both of which are great opportunities for communicating your business’ mission in a meaningful way and educating your target audience on your brand.

If you are not prepared your message may be miscommunicated and your brand may suffer as a result. Taking the time to prepare your key messages, and learning how to ensure they are communicated even when an interview becomes difficult ensures that you or your team can promote your brand.

Media skills training is important because speaking to journalists requires an entirely different skill set to that of talking to your colleagues and industry peers. While a journalist is a person just like you, conversations and interviews with journalists have a transactional nature. They want to find out information about you to create an interesting story, and you are trying to promote your brand.

This the main reason for media training, improving your ability to effectively share your brand’s message and information that will resonate with your customers and educate a wider audience about your business. By following a PR marketing course you can learn how to clearly transmit the key messages of your business in a clear and precise way, and control the direction the interview is taking. The journalist asks the questions, but you can still steer them in the direction you wish the conversation to go.

While the skills from this public relations management course will do more than benefit your PR department, as developing stronger communication skills is simply beneficial to you. You will learn to communicate in a persuasive, natural and empathetic manner which ultimately will build your confidence and add credence to your credibility.