Service 03
Media Training
Prepare spokespeople and executives for media appearances, press conferences, and crisis communication. Build confidence and develop the skills to deliver clear, controlled messages in any media environment.
Media training at Auralis Associates is a structured, practical program designed to prepare individuals and teams for interactions with journalists, broadcasters, and other media professionals. Led by James O'Sullivan, our Media Relations and Training Specialist, each session combines practical techniques with realistic simulated scenarios that replicate the pressures and dynamics of actual media encounters.
Whether you are an executive preparing for a television interview, a nonprofit spokesperson facing potential media scrutiny, or a team of communications professionals who want to sharpen their collective skill set, our media training provides the tools, frameworks, and practice you need. We work from our Ottawa office and can also deliver training on-site at your location across Canada.
Our Process
Pre-Session Briefing
We discuss your media landscape, upcoming media events, potential vulnerabilities, and training objectives. We develop custom scenarios that reflect real situations you may face.
Core Skills Workshop
We cover the fundamentals of media interaction: message development, bridging techniques, body language, managing difficult questions, staying on message, and understanding how journalists work.
Simulated Interviews
Participants practice in realistic simulated interviews - on-camera, radio-style, and press conference formats. Sessions are recorded for review. Feedback is specific, constructive, and actionable.
Review & Action Plan
We review recordings together, identify areas of strength and improvement, and provide a written action plan with concrete recommendations for continued skill development.
Who This Service Is For
Media training is appropriate for anyone who may be called upon to represent an organization in media settings. This includes CEOs and senior executives, communications professionals, nonprofit directors, public officials, subject-matter experts who are interviewed by media, and anyone preparing for a specific high-profile media event. We also work with organizations that want to establish a media-ready culture across their communications team.
How a Session Works
Individual sessions run approximately 2 hours and focus on one participant. Group sessions (up to 6 participants) run as a half-day program and include both instruction and practice for all participants. Full-day workshops (up to 12 participants) provide comprehensive training covering multiple media formats and include extensive simulated interview practice for each participant.
All sessions are held at our Elgin Street office (meeting room seats 8) or at your location by arrangement. On-camera practice uses professional recording equipment. Recordings are provided to participants for their personal review.
What to Prepare
Before your training session, please have ready:
- A brief description of your organization and your role
- Any upcoming media events, interviews, or public appearances
- Key messages you want to communicate
- Topics or questions you find challenging or uncomfortable
- Examples of past media interactions (positive or negative) if available
For background on media formats and what to expect, read our guide: Understanding Media Formats and Deliverables.
Deliverables & Formats
Every media training session includes: session recordings (MP4), a written feedback report with specific observations and recommendations (PDF), a message framework template that participants can use in future media preparation, and reference materials on media interaction best practices. Group and workshop sessions also include aggregate recommendations for organizational improvement.
Timelines
Individual sessions can typically be scheduled within 1-2 weeks. Group sessions require 2-3 weeks of advance notice. Full-day workshops should be booked at least 3-4 weeks in advance. For urgent preparation (upcoming media event), we accommodate expedited scheduling when possible.
Revisions & Follow-Up
Media training is a session-based service, so revisions apply to the written feedback report and action plan rather than to the training itself. 2 rounds of revisions to written materials are included. Follow-up refresher sessions can be booked separately. We recommend a refresher session every 6-12 months for active spokespeople.
What Is Not Included
Media training does not include ongoing media relations management, press release writing or distribution, public relations campaign development, social media management, speechwriting (though we can develop key messages as part of training), or crisis management beyond the preparation and training aspects. For editorial support with communications materials, see our Editorial Consulting service.
How Pricing Works
All prices are in Canadian dollars (CAD) before applicable HST (13%). Travel costs for sessions at your location outside Ottawa are quoted separately. Our GST/HST number is 741825693RT0001. Full payment terms are in our Terms of Service.
What Is Included
Pricing
| Tier | Price (excl. HST) | Price (incl. HST 13%) | Unit |
|---|---|---|---|
| Individual Session (2 hours) | $475 | $537 | per session |
| Group Session (up to 6, half-day) | $1,350 | $1,526 | per session |
| Full-Day Workshop (up to 12) | $3,800 | $4,294 | per workshop |
A 30% deposit is required to confirm your session. Free cancellation up to 14 days before the session date.
Common Questions About Media Training
I have never done a media interview before. Is that a problem?
Not at all. Many of our individual training clients are first-time spokespeople. The session is designed to build skills from the ground up, starting with the fundamentals and progressing to simulated interviews at a pace that works for you.
Can training be done in French?
Yes. With Marc-Andre Beaumont's support, we offer bilingual and French-language media training sessions. This is particularly useful for organizations that interact with French-language media in Ottawa, Quebec, or other francophone markets.
Do you offer refresher sessions?
Yes. We recommend a refresher every 6-12 months for active spokespeople, or ahead of a specific media event. Refresher sessions follow the same booking and pricing structure as standard sessions and can be tailored to focus on areas identified in previous training.
Will you help me prepare for a specific upcoming interview?
Absolutely. We can tailor the entire session around a specific upcoming interview or media event. In that case, we review the likely questions and interviewer style, develop targeted messages, and run simulations that closely replicate the expected format (television, radio, print, podcast).
What is the difference between group and workshop sessions?
Group sessions (up to 6 participants, half-day) are interactive and give each participant time for practice and individual feedback. Full-day workshops (up to 12 participants) are comprehensive programs that cover more material and include extended simulations. Workshops are ideal for organizational training or teams that want a thorough, immersive experience.
Prepare Your Spokespeople
Tell us about your training needs and we will design a session that fits. We respond within 24 business hours.
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