Train the Progressive Media Trainer Course
Capacity building for communications professionals in media training and presentation coaching in a cohort-based learning space
Starting Friday, October 7 for six-weeks at noon ET
Most organizations don’t have the internal capacity to train their spokespeople in how to communicate with the media.
Consultants and agencies aren’t affordable, and often the trainers aren’t familiar with your story. Yet, without a proper media training program, your organization's ability to communicate effectively is at risk. Misinformation or a misunderstanding can quickly turn into a public relations nightmare. Our Train the Media Trainer course is designed specifically for experienced PR and communications professionals who need to implement professional in-house media training for your key spokespeople.
Our train-the-trainer level program will give you the tools you need to build your team's confidence on how to help your spokespeople communicate with the media. You will learn all aspects of media training, from preparing spokespeople for an interview, to what to do when things go wrong. Plus, you'll be able to extend your organizational capacity by learning how to train more trainers.
Course Description
This six-week, cohort-based course will teach you to become a confident and capable media trainer for your organization. You'll receive expert instruction from experienced professionals in all aspects of training - including how to design courses that are both engaging for colleagues or other learners, but also informative enough so that trainers can deliver skills effectively.
Starting on Friday, October 7. This course is offered over six weeks, in six one-hour sessions with three optional and informal sessions called Jam Outs. We will also have one session where you’re invited to bring a spokesperson you work with.
Participants learn:
Module 1:
Developing a strategic communications mindset in spokespeople
Module 2:
How to prepare spokespeople to meet the media and help them craft their message
Module 3:
Coaching in a crisis and supporting spokespeople during urgent situations
Module 4:
Tactics to embrace new ways of digital storytelling for your organization
Module 5:
Develop your own message tools for internal or external communications
Module 6:
Practical exercises for media interviews - video, radio, news & podcasts
We asked some of the people we’ve worked with to reflect on their projects with us.
Instructor Bio
Ian Capstick
Ian Capstick is a social entrepreneur, public speaker and one of your instructors. He leads and is co-founder of Secret Agents and is the Chief Impact Officer at Animikii Indigenous Technology. Ian is a graduate and former Teaching Fellow of the University of Pennsylvania’s Center for Social Impact Strategy, which is a research and action centre based in the School of Social Policy & Practice that leverages the university’s resources to help support the most innovative approaches to public problem solving. Ian was a longtime political assistant and press secretary to MPs and to Cabinet Ministers. He was also a regular political commentator for CBC News Network’s Power & Politics and elections coverage on Global National.
Shawn Dearn
Your other instructor, Shawn Dearn, is an award-winning broadcaster and strategic communications executive. Shawn is a journalism professor at Montreal’s Concordia University and co-founder of Secret Agents. He’s been a trusted radio news anchor, is a former president of the Canadian Parliamentary Press Gallery and was a longtime federal public servant. Shawn’s expertise includes communicating complicated public policy and science, leading crisis communications, and creating compelling digital storytelling and podcasts. While in the public service Shawn managed strategic communications and media relations at science and research intensive departments, including policy at Treasury Board Secretariat.
Pricing Options
Impact Rate
$2,950
Six weeks of learning in a collaborative cohort environment.
Access to templates, planning tools and resources to build your podcast.
Payment at this rate covers the costs of the program and allows for a contribution to support the participation of folks with less access to wealth. Organizations can also sponsor students.
Impact rate also includes two coaching one-hour sessions.
Register nowPayment at this rate covers the costs of the program and allows for a contribution to support the participation of folks with less access to wealth.
This six-week, cohort-based course will teach you to become a confident and capable media trainer for your organization. You'll receive expert instruction from experienced professionals in all aspects of training - including how to design courses that are both engaging for colleagues or other learners, but also informative enough so that trainers can deliver skills effectively.
Module 1: Developing a strategic communications mindset
Module 2: How to prepare spokespeople to meet the media
Module 3: Practical exercises in crisis or emergency communications
Module 4: Benefits of digital storytelling for your organization
Module 5: Podcasting as a tool for internal or external communicators
Module 6: Practical exercises for media interviews - video, radio, news & podcasts
Includes:
Access to templates, planning tools and resources to build your training program.
Three Jam Outs - informal sessions - with your cohort to review notes, talk shop and get to know one another (held on every second Friday during the course at noon ET.)
Impact rate also includes two coaching one-hour sessions.
Full Cost Rate
$2,400
Six weeks of learning in a collaborative cohort environment.
Access to templates, planning tools and resources to build your podcast.
This is for organizations with larger annual budgets. It’s also designed for individuals who can afford this rate and helps support access by others. This represents 100% of the cost.
Full cost rate also includes two one-hour coaching sessions.
Register now
Payment at this rate covers the full cost of the program and allows for a contribution to support the participation of folks with less access to wealth. This rate is designed for most participants. This is for organizations with larger annual budgets. It’s also designed for individuals who can afford this rate.
This six-week, cohort-based course will teach you to become a confident and capable media trainer for your organization. You'll receive expert instruction from experienced professionals in all aspects of training - including how to design courses that are both engaging for colleagues or other learners, but also informative enough so that trainers can deliver skills effectively.
Module 1: Developing a strategic communications mindset
Module 2: How to prepare spokespeople to meet the media
Module 3: Practical exercises in crisis or emergency communications
Module 4: Benefits of digital storytelling for your organization
Module 5: Podcasting as a tool for internal or external communicators
Module 6: Practical exercises for media interviews - video, radio, news & podcasts
Includes:
Access to templates, planning tools and resources to build your training program.
Three Jam Outs - informal sessions - with your cohort to review notes, talk shop and get to know one another (held on every second Friday during the course at noon ET.)
Full cost rate also includes two coaching one-hour sessions.
Solidarity Rate
$1200
Six weeks of learning in a collaborative cohort environment.
Access to templates, planning tools and resources to build your podcast.
This is for organizations with a budget under $1 million. It’s also designed for people who are still establishing themselves financially. Payment covers 50% of total costs.
Solidarity rate also includes one hour of coaching.
Register nowThis is for organizations with budget under $1 million. It’s also designed for people who are still establishing themselves financially. Payment covers 50% of the total costs.
This six-week, cohort-based course will teach you to become a confident and capable media trainer for your organization. You'll receive expert instruction from experienced professionals in all aspects of training - including how to design courses that are both engaging for colleagues or other learners, but also informative enough so that trainers can deliver skills effectively.
Module 1: Developing a strategic communications mindset
Module 2: How to prepare spokespeople to meet the media
Module 3: Practical exercises in crisis or emergency communications
Module 4: Benefits of digital storytelling for your organization
Module 5: Podcasting as a tool for internal or external communicators
Module 6: Practical exercises for media interviews - video, radio, news & podcasts
Includes:
Access to templates, planning tools and resources to build your training program.
Three Jam Outs - informal sessions - with your cohort to review notes, talk shop and get to know one another (held on every second Friday during the course at noon ET.)
Solidarity rate also includes one hour of coaching
Activist Rate
$240
Six weeks of learning in a collaborative cohort environment.
Access to templates, planning tools and resources to build your podcast.
This is designed for people who are still establishing themselves as activists or artists. Recent grads and students also eligible Payment covers 10% of total costs.
This rate includes a 30 min career coaching session.
Register nowThis rate designed for people who are still establishing themselves as activists or artists. This rate also is for recently graduated part-time and full-time students. Payment covers 10% of total costs. If this cost still represents a barrier, please use the contact form and reach out!
This six-week, cohort-based course will teach you to become a confident and capable media trainer for your organization. You'll receive expert instruction from experienced professionals in all aspects of training - including how to design courses that are both engaging for colleagues or other learners, but also informative enough so that trainers can deliver skills effectively.
Module 1: Developing a strategic communications mindset
Module 2: How to prepare spokespeople to meet the media
Module 3: Practical exercises in crisis or emergency communications
Module 4: Benefits of digital storytelling for your organization
Module 5: Podcasting as a tool for internal or external communicators
Module 6: Practical exercises for media interviews - video, radio, news & podcasts
Includes:
Access to templates, planning tools and resources to build your training program.
Three Jam Outs - informal sessions - with your cohort to review notes, talk shop and get to know one another (held on every second Friday during the course at noon ET.)
Solidarity rate also includes one hour of coaching
FAQ
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Yes! Please send us an email with your questions and we’ll get back to you as soon as we can.
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This is a train-the-trainer level course. All participants will already have some level of experience with communications coaching. At the end of this course, you will have all the knowledge and tools you need to help others prepare for media interviews, speeches and presentations.
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Secret Agents brings together six to twenty people from a variety of organizations for each cohort.
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No, sorry. The success of our cohort-based learning relies on participants’ ability to be open and honest during our times together. We also want to respect everyone’s privacy. If you need to miss a session, we can send over slides and resources from that session.
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Absolutely! Send us an email to start the conversation.
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Yes! Please use the coupon code INVOICE on checkout and we will send along an invoice for payment by e-transfer or cheque.
The most important thing you’ll learn in this course is how to listen with your heart. With trauma-informed listening and interviewing techniques you’ll conduct safer interviews, even when podcasting about difficult subjects. Learning in a group is a key part of our training and we’re excited to get to know you better.