Media training either as a tailored programme and run at your offices or by public training days. If you are going to talk to the media in any form, you need to be prepared. It’s never simply a case of answering questions. We can guide you through the techniques, procedures and practice of media relations. Communications is about information and our media training courses are designed for everyone in your business regardless of what level they are at. Everyone is a brand champion and knowing what to say, to whom and in what form is vital to protect your business.

Media training is about making you more comfortable in dealing with the media. Our courses offer practical skills that will enhance your business profile without damaging your brand. Your needs are different from many others and we produce media training to cover your individual requirements.

Image Line Communications offers a number of individually tailored courses designed to meet your communication needs. Among the topics we cover are:

  • Press releases
    Why create press releases
    How to write them in the correct format
    What information do you need
    Do you need photographs
    What does the media expect from a press release
    The best ways to issue press releases
  • Feature writing
    What is expected of a feature
    How to write an effective feature
    Targeting of features
    Striking the right balance
    ‘Selling in’ a feature
    How to research for a feature
    What to include and what not to include
  • Media interviews
    Taking the fear out of media interviews
    How to prepare
    What to say and in what way
    The knowledge base – and why you should be prepared
    Checking facts – both sides
    What do you want from a media interview?
  • Social media
    What it encompasses
    What social media sources to use
    How to write for social media
    The dangers and the prizes
    How to use social media outlets for business
    Limiting staff interactions in a business sense
  • White papers
    What are white papers
    Using a white paper externally
    How to write white papers
    Ensuring your white papers are legal, honest and truthful
  • Photography
    When to use photographs in your communications
    How to brief photographers
    Issuing photographs to the media – formats
    When not to use photography
  • The core and business media
    The types of media for your business
    Which media to concentrate on
    Forming a connection with the media
    Dealing with non-core media publications
  • Dealing with the media
    How to approach the media
    What does the media want from you
    Facts and figures
    Copy approval
    Relationships with journalists
    Balancing your needs and those of the media
    Maintaining a relationship


  • Deadlines and research
    Internal deadlines
    Keeping the media waiting
    How to research using time management
    Drafts, approvals and final deadlines
  • Corporate communications
    What they are useful for
    Using internal resource ‘Singing from the same hymn sheet’
    The management escalator
    Can your internal communications be used externally
  • Sponsorship support
    Using the media to support your sponsorship programmes
    How to use sponsorship to support your external communications
  • Advertising and the media
    The relationship
    When not to confuse the two!
    Using PR to support advertising
  • Crisis media management
    What triggers a crisis
    Crisis management v crisis media relations
    Levels of authority
    Agreements at senior level
    ‘The hymn sheet’
  • Proof reading, approvals and sign-offs
    Why it is important to check everything
    Who approves the final copy
    How many drafts does it take before it is ready
    Who will be writing your copy
  • Using a PR agency/freelance consultant
    Why use an external agency
    What controls do you have
    How to manage your agency
    What to expect
    The cost factor
  • Presentation skills
    Structuring material for maximum impact
    Correct usage of visual aids
    Creating rapport with audience
    Improve body language, control of nerves, delivery

Our complete online Media Confidence media training course was designed by Tom Maddocks, a former BBC Television reporter with experience on Channel Four and local radio. He is recognized as one of the UK’s leading media experts and has helped a number of clients prepare to handle media interactions. Our four-part online video course gives you access to media insights at a fraction of the cost of professional trainers. The topics of the videos include:

  • Part 1: What journalists want – the journalistic mindset, the media environment, the definition of news, how to recognize news and how to engage with the media.
  • Part 2: Preparation –our exclusive 3-stage preparation process, how to achieve confidence, clarity and control, pro-active and reactive media handling, and how to generate a good quote and avoid jargon.
  • Part 3: TV interviews – the process of getting on the air, what to wear, how to create sound bites, how to avoid interview traps, and example interviews to show you what works and what doesn’t.
  • Part 4: Press, radio and online interviews – questions to ask beforehand, vocal delivery tips, how to take control of an interview and an explanation of “off the record” and “no comment.”

*Available bonus video: using the media to build your business – Top 10 ways to create a news hook, how to get the word out, tips on PR agencies, creating a press release, meeting journalists, and social media tips.