Spokesperson and Advocacy Training

We believe that the messenger is just as important as the message. But too often, a spokesperson’s fear or lack of experience working with reporters undermines his or her effectiveness.

The goal of media training is to improve the effectiveness of spokespeople and to help them become good sources for reporters. This requires that they be able to conform to the “rules of engagement” governing interactions with various types of reporters, and that they become adept at speaking in compelling sound bites. While they should be responsive to reporters’ questions, it is more important that spokespeople learn to get their messages across.

The best way to do this is to place spokespeople in a series of scenarios that replicate the real-life media encounters they are likely to have. Douglas Gould and Co. conducts a range of media training sessions to boost the skill and comfort level of our clients’ senior staff. The interactive sessions are designed to help spokespersons address specific issues, tough questions and messages that they must cope with, and covers the following subjects and scenarios:

• How reporters think and do their work
• Basic rules for becoming a good source—speaking in sound bites, repeating the message, weaving in the name of the organization
• Practice with sound bites and bridging to key messages
• Television talk shows
• Television office interviews
• Radio-phone interviews
• Print interviews with hostile reporters
• News conferences

All practice sessions are recorded and played back to allow participants to track their progress. Participants receive written information covering basic reminders for dealing with reporters, as well as tips on personal appearance. They also receive a tape of their practice sessions for later review.

We interview participants in advance to obtain background information on their concerns and to help put them at ease. This allows each training session to be tailored to participants’ needs. Customized questions that require practice on the part of participants are included in the sessions.

Douglas Gould and Co. has provided media and communications training to hundreds of spokespeople. Our trainees have included:

The CEOs of Planned Parenthood, The United Nations Population Fund, the United Nations Development Fund for Women, International Women’s Health Coalition, The Global Fund for Women, Girls Incorporated, the Gay Men’s Health Crisis, the Learning Disabilities Association of America, the International Dyslexia Society, the Public Education Association, and the Campaign for Fiscal Equity, among others

Over 100 Country Directors and senior staff at the United Nations Population Fund

Country Directors working in world “hot spots” for the International Rescue Committee and the United Methodist Committee on Relief

The Education Reform grantees, the Peace and Social Justice Program Officers, and the program associates of the Ford Foundation

Numerous professionals in the population and reproductive health field, including NGO leaders in Europe and Japan

Leading scientists and researchers involved in the study of climate change, learning disabilities advocacy, and demographic issues

Twenty-five state presidents of the Learning Disabilities Association of America, and 60 learning disabilities activists working with media across the country

Staff lawyers and two CEOs of the Sierra Club Legal Defense Fund

Senior executives and staff attorneys of civil legal aid organizations throughout the U.S.