Media Training for Long Term Care Homes: What You Need to Know Before You Meet the Press

Thursday, September 17, 2020 | 8:30 AM - 4:30 PM
Ukrainian Canadian Care Centre, Etobicoke

Media Training Program Flyer

Members only:  $775

Note: In order to sign up, you must first log in to the AdvantAge Ontario website using your email and password. If you try to register for this event without first signing in, you will receive an error message.

What would you do if your home got an interview request from a major media outlet today? Do you know exactly how to prepare, develop your messages, and navigate the interaction to make sure your organization’s point of view ends up in the story?

The reality is that the majority of long term care executives don’t possess the background or practical skills required to excel in a media interview, whether it’s about an issue, a crisis or a positive news story. This is a significant blind spot for your organization. And unfortunately, by the time you need these skills, when the media is on your doorstep, it’s too late.

The best defense? Take the time to prepare yourself and your home.

Media Training for Long Term Care Homes
is a one-day, fully immersive workshop led by Canada’s top media trainer, Warren Weeks. Part master class and part workshop, this session will rewire your brain to allow you to think like a journalist and to provide you with a proven roadmap for dealing with the media more confidently and more successfully to serve the best interests of your home, your residents, your employees and your career. It’s about learning the unwritten rules of engaging with the media.

This full-day session will teach you how to:

  • Prepare more effectively before a media interview
  • Better pitch your good news stories to get media attention
  • Understand the key drivers of news and how to use them to your advantage
  • Develop and deliver strong messages that will resonate with reporters
  • Understand and defend your ‘rights’ during a media interview
  • Minimize the journalist’s competitive advantage
  • Control the flow of the interview with techniques like blocking and bridging, directing, etc.
  • Handle negative questions and difficult reporters with confidence
  • Quickly identify and avoid common pitfalls (e.g. machine gun questioning, ‘off the record’, speculating, speaking on behalf of another, etc.)
  • Succeed in print, radio and TV interviews (where to look, how to prepare, makeup, lights, etc.)
  • Become a quotable, memorable and reliable spokesperson that the media will continue to seek out
  • Stay on message when the journalist tries to steer you in another direction and more

Simulated Media Interviews and Feedback
As a participant in the session, you will have the opportunity to do two simulated media interviews on a topic relevant to your home. The interviews are done in a safe environment, and each participant will receive detailed, constructive and private feedback to help them improve.

What you will receive

In addition to the strategies and tactics you’ll learn and the hands-on interviews, each participant will receive:

  • A password-protected link to your TV interview and a written, personalized analysis of your performance with tips for improvement
  • An electronic copy of the presentation
  • A supplementary booklet titled Three Steps to Managing Media Interviews, a great refresher document
  • A free 15-minute phone consultation with media trainer Warren Weeks. You can use this the next time you have a media interview, interaction or question. There is no expiry on this offer.

Limited Spaces Available
This workshop has been designed for a small group of no more than 30 people to ensure an intimate environment which can mold to the attendees and their respective goals. Attendance is first-come, first-served, so please reserve your spot today. A minimum enrollment is required in order to run this program.

Unprecedented Value
Because we are bringing representatives from a number of homes together for one day, we are able to offer you this training opportunity at a fraction of what it would cost if you were to arrange this kind of session for your own home. This is a great opportunity to gain some valuable media relations skills and to do so at a great value while networking with your colleagues from other homes.

Your Media Trainer, Warren Weeks
Warren sold his first newspaper to his grandmother at the age of five, worked as Wayne Gretzky’s PR handler for a day in 1998, and got 72,000 people to join a campaign to get former NHL coach Pat Burns into the Hockey Hall of Fame. Over the past 24 years, Warren has become a trusted media advisor to many of the most prominent organizations in Canada. He’s helped thousands of executives improve the quality and predictability of their media coverage.

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Cancellations: Cancellations will be accepted up to five working days prior to the date of the program less a 15% administration fee that will apply regardless of the status of payment. Registrants who fail to attend the program or cancel after the deadline date shall be liable for the full fee. There is no charge for delegate substitutions. The AdvantAge Ontario Education Department reserves the right to cancel or reschedule this program.