Being able to deliver quotable key messages in a media interview isn’t a talent, it’s a learned skill. And a skill that hundreds of designated spokespeople learned through Ward Creative Communications’ Spokesperson Training. Available in one-on-one, full-day executive media training or in group sessions for secondary spokespeople, the Ward Creative Communications Spokesperson Training session teaches participants to deliver key messages in a way that helps the reporter hear the news value in the interview. Students learn the basics of what makes news, how reporters and media really work, and then role play interviews for actual scenarios the spokesperson is likely to face. Consistently students give the agency high marks for the training, and all report they feel better prepared to serve their companies in this role, with a greater confidence level.

Just as important, but often overlooked, are those employees who are not designated spokespeople but who are likely to be approached by media seeking information. The "just say no" directive from management generally yields undesirable outcomes, but well meaning employees who know they are not approved to speak to media have been provided no other skills to manage media inquiries. Many of Ward Creative’s clients sign up for our half-day group training session for the employees who need to be aware of how media work, and how to effectively manage the encounter such that the designated spokespeople and PR staff can take the hand-off from the field. After all, the ambush interview is generally made possible by the otherwise excellent assistant who unwittingly answers the question, "He’s not in? When do you expect him?"