Course Description

In this "How to be a Government Spokesperson" course you will learn how to communicate to the media effectively as a representative of a government agency or bureau. The media hold government agencies and government officials to a higher level of accountability. As a government spokesperson, you will face greater skepticism and even hostility from the news media.

This course will teach you four main skills:

1. How to look comfortable, confident and relaxed anytime you go on TV or in front of a camera.

2. How to shape a three-part, thirty second media message for each interview.

3. How to answer reporters' questions in a strategic, focused manner.

4. How to package your messages with sound bites so that you will know in advance exactly what quotes of yours will appear in the final story.

TJ Walker has been a government spokesperson while working as the director of communications for the Florida Department of Banking and Finance and as a press aid to Members of the US Congress.

President, Media Training Worldwide

TJ Walker

TJ Walker is the founder of Media Training Worldwide and has been conducting public speaking and media training workshops for 30+ years. Walker has trained: • Presidents and Prime Ministers • U.S. Senators and Members of Parliament • Nobel Peace Prize winners • Super Bowl champions • Miss Universe winners • CEOs and senior executives around the world His book, Secret to Foolproof Presentations, was a USA Today #1 Bestseller and also appeared on The Wall Street Journal and BusinessWeek bestseller lists. TJ is a frequent network news communications analyst and has made more than 2,000 appearances on major outlets including: CBS, ABC, NBC, CNN, Fox News Channel, MSNBC, Bloomberg TV, Al Jazeera, NPR, SiriusXM, Fox Business, HLN, and others. In 2009, he entered the Guinness Book of World Records for the most talk show appearances in a 24-hour period. A Global Leader in Presentation Skills Training: TJ Walker is one of the most prolific producers of online presentation and media training courses in the world, with: • 200+ specialized online, in-person, and blended courses • 2.1 Million students worldwide • Learners in 172 countries His additional books include: • Media Training A-Z • Media Training Success He also produces daily public speaking training content through his platform, TJ Walker – Speak to Influence. Academic Background: • Merit Scholar, Duke University • Graduated magna cum laude • Lecturer and trainer at Yale, Columbia, and Princeton What Industry Leaders Say: “TJ Walker’s single-minded devotion to presentation has made him the #1 expert for executives seeking guidance on speaking to the public and media.” — Bob Bowdon, Bloomberg Television “TJ Walker is the leading media trainer in the world.” — Stu Miller, Viacom News Producer “The world’s leading presentation and media training firm.” — Gregg Jarrett, Fox News Channel Anchor “It's important to get your message out in a clear and concise way. TJ gives specific strategies to help you succeed.” — Jeff Winteroff, Winteroff Securities

Course curriculum

  • 1

    Overview

    • Intro
  • 2

    How to Look Your Best On Camera

    • How to Look Your Best on TV - Overview

    • How to Apply Makeup for TV Interviews

    • How to Sit for TV Interviews

    • How to Smile for TV Interviews

    • How to Use Your Eyes During a TV Interview

    • How to Move Your Head for Video Interviews

    • How to Move Your Body for TV Interviews

    • How to Move Your Hands for TV Interviews

    • How to Sit in Your Chair for TV Interviews

    • How to Stand for TV Interviews

    • How to Dress for TV Interviews

    • Video Record and See Your Improvement

    • A Media Message Answers all Basic Questions
  • 3

    Messaging

    • Answering Questions

    • Message

    • How to Frame a Media Message

    • A Media Message Answers all Basic Questions

    • Media Messages Must be Interesting to Reporters

    • Media Messages Must Resonate with Media Audience

    • Your Media Message Needs to Benefit You

    • Three is the Perfect Number of Media Messages

    • Media Messages using a Venn Diagram

    • Have a Positive Media Message

    • Add Quantifiable Results to Your Media Message

    • What Problem are you solving, Media Message?

    • Assignment - Create your own Media Message
  • 4

    Answering Questions in a media Interview

    • How to Answer Questions in a Media Interview Overview

    • Answer One Question at a Time

    • Keep Your Eyes on Your Message Points

    • Do Not Repeat Negative Words from a Reporter

    • Tell Reporters 'I Don't Know'

    • Always Be Moving toward Your Message Points

    • Give Brief Answers to Tough Questions

    • Aim for All Three Messages In Every Answer

    • Re-Write the Reporter's Questions in Media Interviews

    • Don't Add One more thing at the End of the Interview

    • Don't try to Control the Interview
  • 5

    Speaking in Sound Bites

    • Soundbites

    • What is a Sound Bite Overview

    • Sound Bites Bold Action Words

    • Sound Bites Reporters Love Cliches

    • Sound Bites Emotion

    • Sound Bites Give Specific Examples

    • Sound Bites Absolutes

    • Sound Bites Attacks

    • Sound Bite Tools Humor

    • Sound Bite Tools Rhetorical Questions

    • Sound Bite Tools Pop Culture References

    • Three Easiest Sound Bite Tools

    • Reflections on Sound Bites

    • The 5 Outcomes of Every Media Interview

    • Sound Bite Homework

    • Sound Bite Practice

    • Video Homework

    • Final Interview Practice
  • 6

    Conclusion

    • Conclusion

    • Feedback
  • 7

    Bonus Reading

    • Media Training A to Z

    • Media Training Success