Learn David Kirk's Seven Commandments of Media Relations

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 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.

Skills covered in the workshop

• Four keys to a successful interview
• Audience Advocacy
• Principles of media relations
• Surefire tips: how to aggravate a reporter
• Preparing for an interview
• Principles for answering questions
• The Zen resistance/persistence model
• The paraphrase technique
• The P.A.B.R.S. model for answering questions
• The S.C.A.M. of sound bites
• About 20 other program modules are available depending on the requirements of each client.