Media training

Training programme:

1. Media contacts – how to manage communications

  • Why invest in PR?
  • Media – how they work and how to work with journalists?
  • What is an average Joe interested in and why is bad news good news?
  • Preparing press materials, how to get the message across
  • Choosing the right media strategy
  • Everyday work of various media reporters
  • Social media – tameable or untameable?
  • Crisis situations – working out a just-in-case approach
  • Strategy games
  • Practical exercise: traditional and new media


TV: news and report interviews, briefing, press conference, live coverage as an expert, a guest in the studio
PRESS: Web portals, daily, weekly, monthly papers, etc.
RADIO: radio interview, describing the invisible
SOCIAL MEDIA: how to live in a Web 2.0 reality and not to give in to 3.0


2. How to become a media beast?

  • Image and its constituents
  • Non-verbal communication. What do we say with our mouths shut?
  • Positive body language
  • Social distances – how to communicate in a non-intrusive way?
  • Image is everything – how to show your fascinating self to the world
  • A quick talker, a groaner or a gesticulator – what type of interlocutor you don’t want to be
  • The right rhetorical gimmicks – elements of influence and persuasion
  • Be your own ultimate spokesperson
  • Bon mots, a survival test, flashes – knowing your way around the media. Practical exercise in front of a camera, one-to-one tuition
  • Optional: voice production training, stylist and make-up artist advice (possible individual metamorphosis)


 3. Persuasion and influence – how to speak and write to be listened to

  • Persuasion, exerting influence or manipulation?
  • How to influence and persuade others without alienating them
  • What influences your message?
  • Magic words. And it’s not about “please” or “thank you”
  • The principle of reciprocity, liking, unavailability – how are we manipulated on a daily basis?
  • Presuppositions, implications, metaphors – how to disarm these bombs? What to do when someone asks: “Have you already stopped mobbing your employees?”
  • Writing, communicating and interpreting persuasive texts
  • Exercise in front of a camera with a microphone: an aggressive and inquisitive journalist (classic brief interview, briefing, press conference)


Training participants receive individual advice, a participation certificate and a video recording for their use only (full confidentiality guaranteed – the recordings are then deleted from coaches’ drives). Our coaches are journalists working for the largest media in Poland (including the new media), PR, image and voice production specialists.

Training Department Coordinator:

Maja Drexler – journalist, marketing specialist. She got hooked on TV for good in her freshman year. She has worked for e.g. “Fakty” news show (TVN), “Wydarzenia” news show (Polsat) and TVP news shows (“Panorama”, “Teleexpress”, “Wiadomości”, TVPKraków “Kronika”). She has also experience in PR (including cultural events). For many years, she has been providing training for companies, foundations, associations, and TV report training for students and journalists (universities: the Jagiellonian University, the Pontifical University; foundations, e.g. the Jan Nowak-Jeziorański College of Eastern Europe). She graduated from the Institute of Journalism and Social Communication of the Jagiellonian University, recently she completed her Master of Science in Business and Marketing Management studies at the Polish Open University (in cooperation with Oxford Brooks University). Maja Drexler is a laureate of the “Ostre Pióro” (“Sharp Pen”) award given by the Business Centre Club. Her interests include economic and social issues.