Centre for Continuing Education

Handling Media Interviews with Confidence Course

Marketing Communications. Connect better with your audience.

COVID-19 update: arrangement of our courses

We are now delivering courses both online and in-person. Please check the delivery format for each class before you enrol.

Please note that course materials for all classes (excluding prescribed textbooks) are shared electronically within 48 hours of a course starting. Printing is not available.

Would you like to develop your media training skills so that you feel confident when giving media interviews as the spokesperson of the business you’re representing? This media training workshop will empower you with the knowledge of how to give the most powerful interview possible and confidently handle any questions a journalist may ask you.


The aims of this course are to teach you how to respond to media interviews most effectively to ‘magnify your message’ and make the most of your media interview opportunities.


By the end of this course, you should be able to:

  • discuss how journalists think and have an insight as to what they require from you as media talent
  • discuss the journalist’s agenda when interviewing you for a story
  • identify your brand’s key messages
  • demonstrate how to best answer difficult questions
  • use techniques to increase your confidence when being interviewed by the media
  • discuss how to develop positive relationships with journalists.



  • What’s the journalist’s agenda when putting a story together?
  • What do journalists look for in good ‘media-talent’?

Key message

  • What is a key message?
  • Identify 5 key messages around your business
  • Learn how to incorporate a key message as part of your response to a question

Handling difficult questions

  • Seven techniques journalists use to get you to say something that you may not want to say and how to handle these

Role Play

  • Practising your new skills in a mock media interview situation

Intended audience

Suitable for:

  • business owners
  • marketing managers
  • entrepreneurs
  • heads of communications
  • speakers
  • spokespeople representing a wide range of organisations from private sector to government.



Delivery style

Interactive workshop.


A course workbook is provided (electronic copy).


  • Expert trainers
  • Central locations
  • Course materials – yours to keep
  • CCE Statement of Completion

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