The IEMTW is an intensive hands-on learning event
designed to help spokespersons and media practitioners
better engage the media around their issues to increase
public support and visibility for the organization.
During three and 1/2 days participants learn:
- how to develop and apply a strategic approach
to media relations
- deal with different types of interviews
- handle image reputation issues that may arise
- use orchestrated events in an effective way.
The course is targeted to spokespersons working in development
whether they be from UN agencies or Civil Society Organizations
 About the International Executive Media and TV
Workshops
Introduction
In today's fast-paced media environment, what you
say can be conveyed around the world instantly. CNN,
the BBC World Service, TV 5, and a growing number of
regional media outlets mean that thousands -- even
millions of people will form an impression of you --
and your agency or business -- just as quickly. Are
you ready to face the microphones and cameras?
Even under the best of circumstances, the ability
to frame and deliver an appropriate message can mean
the difference between success and failure for your
organization, your business, your agency -- or your
career. What you say, how you say it, and to whom can
determine -- from the outset -- your success in communicating
your message. In a world where advocacy is growing
in importance, how can you make sure that that your
message stands out? During a time of crisis, your preparedness
means everything.
International Executive Media & Television Workshops,
developed and conducted by the Center for Development
Communication will empower agency representatives,
government officials and business and community leaders
to:
- Better understand media dynamics
- Develop long-term strategic relations and improve
existing relations with media
- Respond to journalists' queries in a manner that
builds credibility and results in better and more
frequent coverage
This intensive three and 1/2 day course was developed
in cooperation with the United Nations Staff College.
CDC's International Executive Media Training has established
a successful track record in training senior UN and
other international agency personnel and private sector
representatives in Asia, Europe, the Middle East, and
the United States. CDC methodology has been used to
train diplomats, new UN Representatives, nongovernmental
leaders, and private sector representatives. Past participants,
including representatives from UNICEF, UNIFEM, UNHCR,
UNAIDS, USAID, WHO, the World Bank Group, NGO's such
as the Consultative Group on International Agricultural
Research (CGIAR) and government officials from Albania,
Guinea, Haiti, Syria, Tunisia, Palestine, Iraq, and
Morocco have attested to the value and relevance of
this experience.
Here’s what they have had to say:
“Mind-Opening” “Creative” “Empowering”
“I know I returned home better equipped
to face the camera and be a more strategic and articulate
interviewee.”
“Achieved breakthrough I wanted by coming
to the course”
“The ambiance and hands-on field experience
and its depth with which the CDC team approaches issues
is conducive to learning and leaves you with a “value” they
attach to building a team.”
“This workshop is indeed a practical learning
that inspires me to be a more effective communicator.”
Today, stakeholders at all levels of society increasingly
rely on the media as their major source of information.
For international business and agency representatives,
development officials, and civil society organizations,
this means that leaders must learn how to think strategically
about the media and engage the media in a way that
helps get their message across. This workshop empowers
leaders by giving them the necessary tools and confidence
to make the best out of their relationship with the
media.
The number of local, regional and worldwide media
outlets continues to grow. This includes media phenomenon
such as Al-Jazeera, providing increasingly progressive
and critical media throughout the world. As these outlets
proliferate, news organizations frequently feel compelled
to seek out controversy. How should decision makers
and spokespersons deal with this?
Is your organization
prepared? Are you ready for an interview?
Avoiding the media is no longer a viable strategy.
Simply refusing to be interviewed will only result
in a missed opportunity to communicate your message
effectively. Or, even worse, this will result in a
negative and unflattering portrayal.
Anticipated Workshop Results:
CDC's International Executive Media Training Workshop will provide hands-on learning
in three vital areas:
- Communicating Strategically: Learn
how to develop clear and concise messages as part
of an overall communication strategy
- Delivering an Effective Interview: Through
3 individual coaching sessions become confident
in delivering the messages your organization wants
to convey
- Building Bridges with the Media: Learn
how to work with the media by first understanding
their perspective
Methodology
The CDC workshop draws upon the extensive professional experience of CDC staff
and combines it with the hands-on experiential learning and individualized professional
coaching. The course will prepare you for a videotaped interview with an experienced
journalist. You will evaluate your performance with your professional coach and
learn techniques for improvement. Case studies and problem based learning utilizing
examples from participant's own professional experience provide yet another level
of learning.
CDC will also enlist knowledgeable
editors and senior correspondents from local, regional,
and worldwide press to share their insights and judgment
on the media environment. Previous CDC International
Executive Media & Television Workshops have drawn
upon skilled journalists working for media outlets
such as Reuters, BBC, Le Monde, The Financial Times,
and major regional media such as the Bangkok Post,
An Nahar.
Sessions in Accra, Cairo, Bangkok, Amman, Beirut,
and Geneva will be conducted in English. Sessions in
Tunisia will be conducted in French.
Who should enroll in
the International Executive Media Training Workshop?
Business leaders, senior managers, directors, spokespersons in governments,
NGOs, private or voluntary organizations, and other civil society organizations.
Project staff and communication practitioners will also benefit.
Diplomats, representatives and senior staff of United
Nations agencies, programmes, and funds working in
the Asia, Europe or the Middle East and North Africa.
International Executive Media & Television
Workshop Faculty
CDC has an experienced group of faculty who include
working and former journalists. (see page http://www.cendevcom.org/faculty.html)
For specific faculty of a workshop you are interested
in, please contact iemtw@cendevcom.org
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