Leverage Media to Work for You

Courses for spokespeople of all abilities developed by top communications pros

Fully developed Communication Guides to help you navigate difficult situations

Learn the skills needed to be an effective spokesperson and ways to prepare and improve

Free communications resources and information to stay at the top of your craft

Planning and Conducting a Press Conference

Conducting an effective press conference takes careful planning and attention to several details to ensure that the event results in the desired media coverage. This course will walk you through the  considerations and execution strategies to ensure a successful press conference.

Prepare and Improve as Spokesperson - TCW Academy Course

A trained spokesperson must be prepared to be the face of the organization during a crisis or any time you must engage various audiences and the media. This course will detail the qualifications and skills needed to be an effective spokesperson and offer ways to prepare and improve.

Become a Confident Communicator and Public Speaker

We all know colleagues, friends and family members who seem to thrive with an audience. However, when you think that three-quarters of the population suffer from a fear of public speaking, that is three out of four people in your office; that is CEOs, educators, and Presidents of the United States; odds are, it’s you. Learn to overcome it!


Don’t do THIS with Reporters – 4 Don’ts for Media Relations

Some days, media relations is exhilarating, and some days it is quite a chore. Any seasoned media relations professional or senior management staff in an organization dreads the phone call or email from a reporter asking for comment on a story you would prefer they not do.

But the fact of the matter is they are likely not going away. You’re going to have to talk to them.

Here, we will share the four don’ts.

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Reporters are Looking for a Sensational Story – Are You Providing One?

As outrage continues to accelerate in today’s society, media are constantly seeking the next sensational story to attract viewers and sell ads.

Though positive media stories serve to benefit your organization, sensational stories are about them – not you. They are about stirring controversy; latching on to social media trends; selling ads.

The best way to avoid being the centerpiece of a sensational story by the news media is to evaluate your organization and the ways your leadership and employees are engaging publicly.

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10 Ways to Influence People

Dale Carnegie literally wrote the book on influence with, How to Win Friends and Influence People, originally published in 1936.

Rather than summarize the contents of his book, we will provide insights from lessons learned by decades of our own experiences. Of course, a quick cross-reference with Carnegie’s book finds several overlaps because much of his book aligns to our experiences.

Take the tips detailed here and find ways to integrate them into your work. Whether you are the CEO or an entry-level employee, the ability to influence people will serve you very well.

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Your Language Should Match Your Role for Effective Communication

Imagine a kindergarten teacher showing up to a Board meeting and speaking to Board members in the same way they would their students. How awkward would that be?

Being an effective communicator means understanding who your audience is and tailoring your message and delivery for that person.

Let’s look at how to plan and deliver effective communication.

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school news camera

Media’s Infatuation with Sensationalism and How Schools Provide It

Politicians and media understand the importance of education to a large percentage of citizens. Schools continue to receive front-page attention on many news outlets.

Many (most) of the stories above are predominantly out of the hands of local school districts. Forces larger than your Board of Education are driving these stories.

Let’s explore the ways schools and school districts influence the news – good and bad.

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