Media relations/public speaking training that prepares you for the real thing

Combined 34 years experience in journalism & media relations

Three ways to train

Media relations training seminars

Basic or advanced sessions are available depending on your organization's needs and schedule. Each session includes: consultation and preparation before the session; a presentation with video examples of effective and ineffective media interactions; recorded mock media interviews with playback and critique (recordings are provided to your organization); each participant receives Shawna's specialized Media Training Manual, tailored to your organization's needs.

Media relations/public speaking consulting

For organizations and individuals who need focused, condensed media relations or public speaking coaching rather than a full seminar. Consulting sessions cover: preparing for an upcoming public awareness campaign or speaking event; handling a specific sensitive issue with the media; general tips for successful media interaction and overall message delivery.

Webinars

For groups that can't gather in person, or for individuals outside the Edmonton area who want basic training, Shawna offers webinars built directly around your needs.

What participants learn

Training covers the full arc of media relations, from first contact to post-interview follow-through.

The Alberta media landscape: which outlets make it up, and how they operate
How reporters work under deadline pressure and why they make the decisions they do
Getting media coverage: pitching story ideas in a way that gets reporters' attention
Building long-term relationships with the news media
Controlling the conversation: managing media contact from first call through interview end, rather than letting the reporter set the agenda
Interview preparation and conduct, including videotaped mock interviews and critique
Navigating social media and interactions with citizen journalists
Producing simple videos and publishing them on your website and social media, so you're not solely dependent on news coverage
Tracking whether your messages reach the public

What clients say

We are so pleased to have created a strong partnership with Shawna and will continue to work with her on providing communications training to food banks across Alberta.

Stephanie Walsh-Rigby, Executive Director, Food Banks Alberta

Book a training session for your organization or team.

Book a training session