You may have it backwards.

The highly evolved skills that most successful executives use in their work often are not the skills they need to be successful at media relations. In fact, they're most likely backwards. This intensive four- to six-hour workshop shows high-level corporate executives what's missing in their current approach to interacting with news media and gives them hands-on experience with building authentic relationships with members of the Fifth (and, now, the Sixth) Estate.

If you're looking for just another set of tips, tricks, techniques and other means of manipulating relationships with news media, this is not the program for you. This workshop is grounded in the fundamentals of building successful relationships such as cultural awareness, listening, respect, responsibility and empathy.

The program is customized for the specific requirements of each client organization. Using demonstrations, exercises, video examples and, as required, videotaping, participants learn about the culture of news media, principles of media relations, surefire tips for aggravating reporters, David Kirk's Seven Commandments for answering questions and even the Zen principles that apply to answering questions. Then, using specific models and examples specific to their current challenges, participants practice the principles they've learned.

For additional information or to schedule a workshop, please contact me.