It’s one thing to be a good speaker, but it’s another to communicate clearly and coolly under the hot lights and aggressive questioning of an adversarial news crew. While earning this content-rich micro-credential, you’ll learn techniques that will equip you to perform well in both positive and negative news interviews. You’ll learn the rules of communication; optimum on-camera body language; vocal techniques; controlling nervousness; messaging; and how to take charge of an interview.
Delivered live at the 2017 Annual Convention (75 minutes) and supplemented by training documents.
Submission Guidelines & Evaluation Criteria (all submissions and evaluation will be handled through the BadgeList platform):
In addition to submitting a few notes about the above session following content delivery, you’ll also need to submit the items listed below to earn this micro-credential. The criteria by which they will be evaluated are also provided. To earn the micro-credential, you must receive a passing evaluation for Parts 1, 2, and 3.
Part 1: Practical application (33% of score):
Apply what you’ve learned by developing up to three of your mission’s key messages in each of the two categories below (100-word limit for each key message):
Review the training document “Developing Key Messages” by Citygate Network at https://www.agrm.org/images/mc/agrm_key_messages_how_to.pdf.
Passing: Key messages are clear and concise (each can be delivered in fewer than 20 seconds); key messages are written as they will be spoken, so language is casual, yet professional; key messages convey the character of your organization; key messages do not marginalize any population; key messages can stand apart from any context (because the interviewer may not include any context).
Part 2: Guided Reflection (33% of score):
Provide a reflection on what you learned, using the following questions as guidance. (250-word limit for each answer, 750 words total):
Review the training document “Lights, Camera, Panic – How Not to be the Story” at
Passing: Reflections outline the student’s motivations for pursuing the micro-credential, clearly indicate how the activities affected the student and plainly state how the experience will affect the student’s future practices. The reflections are specific and convincing.
Part 3: Artifacts (33% of score):
Demonstrate your competency by submitting at least one of the following three artifacts:
Passing: The artifact demonstrates your knowledge of media interview readiness by outlining your use or knowledge of techniques, messaging, body language (if applicable) and interview control.
Within 30 days after you complete submission of all parts, the evaluation team will issue an approval for your badge or provide further direction to dig deeper.
The Timothy Group
Ruppe Public Relations
CRC Public Relations
Shepherd Marketing & PR