When dealing with the news media, you need to know how to navigate, what to do and, most importantly, what never to do. Katy Atkinson and Associates will teach you how the media works, what reporters look for and need, how they think, and how you can communicate most effectively in that environment. We will help you to know what to emphasize, how to say it, and what never to say.

Working with Katy Atkinson & Associates you will learn:

ü	How to make you first impression last: developing and shaping your message, and communicating it in less than 20 seconds (that could be all the time you get).
ü	How to think like a reporter so that you are more prepared, less surprised and more effective.
ü	How to increase the chances of being quoted on your terms.
ü	Major differences in dealing with television, radio and print media.
ü	What to emphasize, and what never to say or do.
ü	How to turn an interview to your advantage, even when the reporter has a different agenda.
ü	How you can develop "specialists" and provide their expertise to the media when "sidebar stories" develop.

This is not a lecture, Katy Atkinson and Associates provides an interactive session that will include presentation, examples, exercises and mock interview situations complete with "lights and camera."