About the Program

This program develops participants’ command of the principles and techniques of official speaking. It equips them to deliver effective, dynamic and persuasive presentations, handle crises with confidence, present institutional achievements appropriately, and prepare and deliver written and spoken statements. It also builds skills in influencing and engaging audiences and enhancing the public image of institutions. The course covers interviews with all types of media, as well as how to prepare for interviews and draft and deliver press statements.

General Objectives

– Understand the role and functions of the official media spokesperson.
– Represent the institution and what it stands for with clarity.
– Deal and communicate professionally with the media.
– Master the principles and techniques of interviews.
– Draft effective press statements.
– Manage crises from a media perspective.
– Use body language when speaking in public.
– Leverage media tools to serve the institution’s objectives.
– Handle difficult and sensitive questions.
– Deliver diplomatic responses.
– Apply methods and tactics for containing questions.

Program Topics

• Personal qualities of the media spokesperson.
• Duties of the official media spokesperson.
• Skills, attributes and success factors of the official spokesperson.
• Communication messages, audience types and how to engage them.
• Speaking to the media and mental preparation.
• The role of the spokesperson during crises.
• Press conferences and writing press releases.

Trainer

Dr. Saleh Al-Mutairi

Media and Strategic Consultant