Mastering Media Interviews
4.2 (3 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
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Mastering Media Interviews

Make the most of valuable media opportunities
4.2 (3 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
4 students enrolled
Created by Steve Cropper
Last updated 11/2017
English [Auto-generated]
Price: $94.99
30-Day Money-Back Guarantee
This course includes
  • 1 hour on-demand video
  • 17 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Mastering Media Interviews is all about getting you ready for the interview and getting your message across. The program has been developed by a team of journalists and PR professionals with more than 30 years experience in the field. At the end of the course, you will know how to formulate a winning message for a media interview and how to conduct the interview so that your message isn't lost. You'll gain useful insights into how media works and greater confidence as a media spokesperson.
  • No previous experience is necessary to benefit from this course, although, if you already have some experience, you'll benefit even more.

If you have an interview coming up with a reporter, especially if it's your first time or you don't have much experience at it, it's particularly important that you do a good job.  The reputation of your organisation and your own personal reputation is at stake.

Interviews can be tricky sometimes, especially if the issue is a bit controversial.  So you will want to make sure you don't get distracted and you make the most of this valuable opportunity to communicate with your audience.

Mastering Media Interviews is all about getting you ready for the interview and get your message across.  The program has been developed by a team of journalists and PR professionals with more than 30 years experience in the field.

Who this course is for:
  • This program is designed for anyone who has either never been interviewed by the media before or for those with some experience who want to enhance their skills
Course content
Expand all 15 lectures 45:16
+ Introduction
1 lecture 02:23

Welcome to Mastering Media.  How to get the most out of media coverage by giving a great interview.

Many people fear them, but media interviews can be an excellent way of sharing your news with large numbers of people. 

With a little planning and some simple techniques, you can generate great media coverage that will strengthen your reputation.

In this course:

  • We'll look at the media and its ways
  • We'll examine a tried and tested technique for developing and delivering messages in an interview
  • You'll put the technique into practice
  • And answer a few simple questions during the short quizzes along the way.

At the end, you will have a Certificate, some printed resources you can use when preparing for real interviews in the future Deeper insights into media and journalists - and how best to work with them, And greater confidence as a skilful media spokesperson.

And remember, no matter where you are in the world, help is always available if you want some practice interviews with one of our trainers, either online or over the phone.

You can also arrange private or group training in-person or online at any time. And we're standing by to help you with your media relations and PR.

This course is in 3 sections.

  1. The first is about the nature of news and journalism.  Some facts of life about the media that a spokesperson needs to know about, and some handy templates for news releases.
  2. In Section 2 we focus on how to get ourselves ready for an interview by planning a powerful message that will reach people.
  3. Section 3 discusses some important legal considerations and options for appeal if you feel that you have been treated unfairly by the media.  And we also talk about best practice in media relations in general.

News interviews are short.  They're not like a lecture or a meeting, so our media messages need to be quick and efficient too.  This section includes downloadable methodologies for crafting powerful media messages.

The technique also includes optimising an interview with our message to really boost its chances of getting across.

You can go back to previous lectures at any time to review or remind yourself.  And your navigation bar on the right shows you were you are at all times.

If you ever want any special assistance or further personalised coaching, support is available at any time either here in the course interface or via our website at

Preview 02:23
+ Newsworthiness
5 lectures 15:12

In this section, we'll take a look at what reporters look for in a news story.  

We all read the papers, listen to radio, watch TV and browse our favourite websites.  But what is news exactly?

During this section, we'll reveal what constitutes a news story and provide a downloadable assessment tool that you can use
to evaluate the newsworthiness of your own news stories.

Section 1 also discusses the process for generating news and a structure for a news release is provided.  And if
you are responding to a media inquiry, the 1st Contact procedure guides you through that process.

We talk about how audiences form perceptions of a media spokesperson, including what the spokesperson is wearing.

For this section and for the rest of the course, it is strongly recommended that you have a news story of your own in mind to use as a model for the exercises.  This should be as true-to-life as possible.  It should be an interview that you could expect to give on behalf of your organisation.   But if you don't have one, think of an issue or event that you know about and care about and imagine yourself giving an interview about that.

At the end of the section, there is a short revision quiz. 

Preview 01:14

This lecture discusses the nature of news.  What sells newspapers, wins TV ratings, gets a lot of clicks and encourages the audience to tune in again for more? At the end, you will have a means of assessing an issue, announcement or event for its interest-value to reporters.

This lecture includes a downloadable 'News Criteria' tool.

Preview 03:42

This lecture provides guidelines for proactively generating news (typically through a news release).

Included in the Download Section is a 'News release' template.

Preview 04:32

This lecture provides guidelines for responding to including media inquiries and emphasises the important role of the In-House PR person or PR adviser.  

A '1st Contact' procedure is included in the Download Section.

Media Liaison - Reactive

In this lecture we consider how we come across - that is, how to act.  Also what to wear.  


Let's review some of the main points we explored during Section 1.  The point of this revision quiz is to remind you of some of the core principles of successful media interviews.  It is not a pass or fail test.  But it will help you process some of the key points.  If you get one wrong, just think about it again and have another go.

Section 1 Review Quiz
2 questions
+ Messaging & Interviewing
5 lectures 19:47

Welcome to Section 2, which is all about the all-important message and the conduct of the interview itself.

Many people might assume that interviews are just about answering questions.  And true, it would be a funny interview if we didn't answer questions, but there is more to it than that.   

In this section, we look at ways of anticipating the sorts of questions a reporter would ask.

More importantly, an interview is a great opportunity to get a message across to a large group of people, whose opinion and maybe support is important to us.  So getting the message right is probably the single most important element of mastering media interviews.

In this section, you'll discover two vital aspects of messaging, which we call AIM and PRE.

Aim talks about how to "Aim" your message at a priority audience, taking into account what issues or concerns are of greatest importance and relevance to them.

You'll craft that into a core theme or key message or 'take-out' for your interview.

But we dig deeper in this section and also examine how to deliver the message in a short and concise way, taking into account the extremely fast-paced nature of media interviews and the very short time available for us to express our message.  We call the structure PRE (Point-Reason-Example) .

Section 2 is also about the art of the interview; how to ensure that your all-important message isn't lost because the reporter didn't realise its importance.

Downloadable materials are included your own use in the future.

For this section and indeed the rest of the course, it is highly recommended that you have a particular news story of your own in mind to use as a model as you experiment with the tools and techniques presented.  The more real it is the better.  It might be an interview you have done in the past or it might be something your expect to come up in the future.

At the end of this section, there is a short revision quiz. 


In this lecture we look at a story from a reporter's perspective and consider likely questions.

It seems obvious that interviews are about a journalist asking questions and us answering them.  As we shall discover later, the primary goal for a spokesperson is to communicate a core message to important audiences, which is more important than just answering questions passively.

But anticipating the sorts of issues a reporter might raise in an interview is a necessary step in our preparation.  Apart from everything else, it can help us craft the most effective message.

Likely Questions

In this lecture we discover goal-oriented and audience-facing messages using AIM:
- Audience
- Incentive
- Message

It's a quick and easy way to identify the key elements that a message needs, to be effective.  Before we get into the message-wording itself, we consider AIM literally as in "What is the AIM of the interview?"  What can we achieve from this media opportunity apart from some publicity? This is about being goal-oriented in messaging.

AIM: Audience-Incentive-Message

In this lecture, we look at the next criterion for successful media messages:  Brevity.

Successful media spokespeople need to be able to express their message in short sharp statements 
instead of long, undisciplined rambles.

Introducing PRE:
- Point
- Reason
- Example

This is a short, concise and relevant framework for successful messages that hit the bulls-eye.  This lecture explains how it works.

Brevity (using PRE)

In this lecture we examine a technique to achieve frequency of message in a media interview - a technique called Steering.

We cannot write these articles for the journalist or control the edit.  We cannot control who else they might interview for the report either.  All we CAN control is what we say.  We have a suite of statements that form a core theme or core message, but now, we want to do whatever we can to make sure the reporter uses that message when completing their report.

Section 2 Revision Quiz
3 questions
+ Media Relations
3 lectures 06:24

Welcome to the third and final Section of the course, in which we talk about what to do if media coverage comes out badly.

You'll discover your options for appeal if reports are factually incorrect or if you feel you have been grossly misrepresented.

We'll examine legal issues, as well as the conventions of media corrections.

There is no quiz in Section 3.  It is chiefly for reference.

When you have completed this section, you can collect your certificate of completion.

And remember, if you need advice or support with media relations or if you would like to arrange for some practice interview recordings with one of our media trainers, help is only a few clicks away at


In this lecture we discuss options for appeal if you feel that the media has been unfair.


In this final lecture we explore maintaining good relations with the media.

Many organisations have an in-house Public Relations function, which acts as a contact point for reporters.  If you don't have such a role in your organisation, you might think about appointing someone to take on that

Media Relations
+ Farewell
1 lecture 01:30

A final word of farewell and some additional thoughts.