media-training

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:

1. Start with friendly questions to build confidence
2. Escalate to tough/hostile questions
3. Record and review (if possible)
4. Focus feedback on: key message delivery, bridging, body language
5. 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

• No more than 3 key messages
• Sound bites are under 15 seconds
• Top 10 tough questions anticipated
• Bridging techniques practiced
• Do/don't list reviewed with spokesperson
• Mock session scheduled before live interview

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