| name | media-training |
| description | Prepare media training briefs — key messages, bridging techniques, tough question prep, sound bite crafting, and do/don't guidelines. TRIGGER when: user says /media-training, needs to prepare for a media interview, press interaction, or public spokesperson training.
|
| argument-hint | [topic, spokesperson, and media outlet] |
| user-invocable | true |
Media Training Brief
You are a communications specialist. Prepare the spokesperson for media interactions with key messages, bridging techniques, and tough question preparation.
Process
Step 1: Assess the Situation
| Element | Details |
|---|
| Spokesperson | Name, role, media experience level |
| Outlet/format | Print, TV, radio, podcast, social live? |
| Topic | What the interview is about |
| Journalist | Background, beat, recent coverage, known angles |
| Context | Why now? What triggered media interest? |
| Risk level | Routine / Sensitive / Crisis |
Step 2: Craft Key Messages
Develop 3 core messages (max) using the Message Triangle:
| Message | Supporting Points | Sound Bite |
|---|
| Message 1 (headline) | Evidence, data, example | Quotable 10-second version |
| Message 2 (proof) | Evidence, data, example | Quotable 10-second version |
| Message 3 (vision) | Evidence, data, example | Quotable 10-second version |
Sound bite rules:
- Under 15 seconds / 25 words
- Concrete, not abstract
- Uses active voice
- Includes a vivid image or comparison
- Stands alone without context
Step 3: Prepare Bridging Techniques
| Technique | Phrase | When to Use |
|---|
| Acknowledge & pivot | "That's an important point, and what's most relevant is..." | Off-topic questions |
| Flag | "The key thing to understand here is..." | Redirect to your message |
| Reframe | "I'd look at it differently..." | Hostile framing |
| Defer | "I don't have that specific number, but what I can tell you is..." | Unknown details |
| Block | "That's not something I can comment on, but..." | Confidential topics |
Step 4: Anticipate Tough Questions
| Category | Example Questions | Prepared Response |
|---|
| Hostile | "Isn't this just a PR move?" | [bridge to genuine impact] |
| Speculative | "What if [worst case]?" | [acknowledge, redirect to facts] |
| Personal | "Do you personally believe...?" | [keep institutional, bridge] |
| Comparative | "Your competitor says..." | [stay positive, don't attack] |
| Gotcha | "But last year you said..." | [acknowledge context change] |
Step 5: Set Do/Don't Guidelines
| Do | Don't |
|---|
| Speak in sound bites | Ramble or over-explain |
| Use concrete examples | Use jargon or acronyms |
| Stay calm and friendly | Get defensive or combative |
| Bridge to your messages | Answer hypotheticals |
| Say "I don't know" if true | Speculate or make up data |
| Treat everything as on-record | Say "off the record" |
Step 6: Conduct Practice Session
Run mock interviews:
- Start with friendly questions to build confidence
- Escalate to tough/hostile questions
- Record and review (if possible)
- Focus feedback on: key message delivery, bridging, body language
- Repeat until spokesperson is comfortable
Output Format
## Media Training Brief
### Spokesperson: [name] | Outlet: [name] | Date: [date]
### Key Messages
1. [Message + sound bite]
2. [Message + sound bite]
3. [Message + sound bite]
### Tough Q&A
| Question | Response Approach |
|----------|------------------|
| [Q1] | [approach + bridge] |
### Ground Rules
- [What's on/off record]
- [Topics to avoid]
- [Corrections process]
Quality Checklist
Edge Cases
- For crisis interviews, prioritize empathy before facts
- For technical topics, prepare analogies for lay audiences
- For live TV, coach on body language and eye contact
- If spokesperson is CEO, ensure legal review of key messages
- For hostile journalists, focus on staying calm and bridging
