Media Training

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

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: ashutoshsrivastava17
• Source: ashutoshsrivastava17/skill-library
• License: MIT
• Homepage: https://github.com/ashutoshsrivastava17/skill-library#quick-start

Install and usage instructions live in the source repository linked above.