Spokesperson Training


In today's fast paced, interactive world; where real time is the only time; if you don't have the requisite media skills, the results can be embarrassing or worst—disastrous. Unskilled communicators can trip over their tongues. Saying the right thing, at the right time, in real time, is not easy. On camera, at a microphone, at a podium, in front any audience, the experience can become fatalistic, for the inexperienced.

Learning Objectives

  • Build a climate of trust, credibility and understanding with and in the media
  • Capitalise on personal style for more effective communication
  • Control, manage and predict volatile news situations
  • Create and generate positive news
  • Develop memorable messages that connect and move the media to action
  • Disseminate the right messages at the right time and in real time
  • Facilitate an interactive exchange of information in the public domain
  • Foster open dialogue with the media and the public
  • Function as credible media spokespersons
  • Implement successful spokesperson strategies, tactics and techniques
  • Perform successfully in print, radio and television interviews
  • Represent organisation effectively in the media
  • Understand the attitudes and concerns of the media
  • Understand the impact of body language and vocal tones on communication
  • Understand what motivates news media

Programme Outline

Topics to be covered over the three days include:

  • Aligning voice with expressive gesture
  • Anticipating traps and pitfalls
  • Body language, gestures, posture
  • Building personal credibility
  • Communicating in the media with professionalism and sophistication
  • Communicating with finesse and poise
  • Controlling a news interview
  • Delivering key messages
  • Developing the confidence to communicate tough or sensitive issues 
  • How NOT to hide behind "No Comment”
  • How to dress for television
  • How to exert influence on public opinion
  • How to handle difficult questions
  • How to manage the interview
  • How to negotiate the terms of an interview
  • Interview skills for high-stakes situations
  • Performing effectively as spokespersons in high-stakes situations
  • Performing in a news interview with confidence
  • Preparing for a live presentation
  • Preparing for the interview
  • Preventing a media attack
  • Speaking in sound bites
  • Surviving the hot seat
  • The live radio and television interview
  • The Print interview
  • Tips for handling reporters
  • Understanding the attitudes and concerns of the media
  • Utilising proven communication techniques in high-impact media situations
  • What not to say
  • Your voice as a powerful tool in delivering your message

Workshop Benefits

Upon completion of this workshop, participants should be able to:

  • Always provide media with useful and relevant information
  • Communicate in the media with professionalism and sophistication
  • Develop and demonstrate effective on-air interviewing style and techniques
  • Develop and maintain effective media communication
  • Feel confident to communicate, in the media, about any tough or sensitive issue 
  • Foster a more deliberative public space for media participation
  • Illuminate organisational issues that add value to media discussion
  • Implement media-rich communications strategies
  • Perform effectively as spokespersons in high-stakes situations
  • Turn critical communication situations into opportunities
  • Utilise proven communication techniques in high-impact media situations

Method of Delivery

The subject matter will be presented using a variety of interactive learning tools. However, most of the information and material will be delivered verbally (lectures) and visually (power point). Training consists of concise briefings on best practice, backed up by interactive learning activities like role-plays, case study analysis, coaching, brainstorms and structured group discussions. You will not sit passively because over 90% of the training will be done live on camera and recorded for playback review and analysis.

Target Group

This workshop would be beneficial to:

  • Accountants
  • Executives and Managers responsible for a company’s budget/cycle planning
  • Financial Managers
  • Public Sector Officers responsible for state sector budgeting and control
  • Past participants of the Budgeting workshop

Faculty Bio-Sketch: Ms. Renée Cummings

Crisis Communication, Litigation PR, Public Affairs, Public Relations, Media Relations and Risk Management Specialist:

  • Skilled at translating communications into high impact internal, external, and media- friendly strategies.
  • Extensive experience helping clients identify and develop their key communications objectives as well as supporting clients in the creation, implementation and management of their strategic internal and external plans.
  • Solid background in stakeholder engagement and building trust in the stakeholder engagement process, specialising in message delivery, media outreach, deal negotiations, lobbying, coalition development, advocacy, damage control, research surveys, focus groups, issues management and benchmarking.
  • Worked with clients on a diverse range of communications projects including reputation development and management; change management programmes, stakeholder engagement, product and project launches, crisis communication planning and management.
  • 25 years journalism experience, national and international; successful in all genres of media; print, radio, television and social media; received several prestigious journalism awards including the New York Newsday Award for Excellence in American journalism.
  • Areas of expertise include but not limited to; competitive media analysis and intelligence gathering, building strategic alliances, communications, crisis communications, crisis management, issues management, scenario planning, stakeholder engagement, media relations, legal media, public affairs, public relations, social media crisis communications, reputation and risk management, thought leadership, litigation PR, witness preparation, mock arbitration, jury research, criminology, criminal justice, forensic psychology.


Date View Event Calendar 6th-8th August, 2014
Time 8:30 pm – 4:30 pm
Duration 3 Days
Cost TT $3,800.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.
Venue Arthur Lok Jack Graduate School of Business
Max Richards Drive,
Uriah Butler Highway, North West,
Mt. Hope


Tel: 645-6700
Fax: 662-1411


Kavita Seeraj-Nagassar ext. 132      
Brent Cassim ext. 330

E-mail:  openenrolment@lokjackgsb.edu.tt


Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.



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