Media Training

News media from Michigan and throughout the world frequently carry stories about MSU’s programs, initiatives and accomplishments. Whether faculty and staff are proactively seeking news coverage or are responding to media inquiries, the media training program offered by University Relations can help.

Our goal: To help clients prepare for media interviews so they will be productive, positive experiences. University Relations will assist clients:

• Understand and appreciate the mission and goals of the news media.
• See why news coverage of the university is an important component of the university’s public relations efforts.
• Focus on the story our clients wish to tell, and learn how to articulate it in a news-friendly way.

University Relations’ program builds on the experiences and expertise of our faculty and staff, takes into account new technologies and places our media relations work within the context of MSU’s mission as an educational institution.  It takes clients through a series of important steps and discussions designed to help clients effectively work with news media – whether in a proactive or a reactive situation.

In addition to preparing clients for the next interview, we’ll answer questions, including the most common that come up in our media training sessions including:

• When a reporter calls, how is a decision made on whether or not the interview is done?
• Is there a way to say “no comment” without saying “no comment?”
• How do news organizations decide which stories to cover?
• How can the chances be increased for a particular story to be covered?
• Why do reporters always say they are on a deadline?

Included:  A segment of time at the end of the session for on-camera practice interviews.

The program requires a four-hour time commitment from participants.  Optimal group size is six to 10 participants.  The program can be conducted in any conference room with a television, VCR and some elbowroom.

Longer sessions can be scheduled for groups that wish to include extensive segments on message development or on crisis communication.  Shorter, topic-specific segments can be developed to help clients prepare for release of a particular story if warranted.

For more information, please contact University Relations at  (517) 355-2281 or e-mail.  We are located in 403 Olds Hall.