Media Training

Know your key messages

Aim to develop three to four main messages to be used when answering media questions.

Make sure your messages

• Cover the most important thing(s) you want to get across to the interviewer
• Are short and to the point (one to two sentences per message)
• Are direct and action-oriented
• Support SFU’s main priorities
• Are in positive and conversational language
• Don’t ignore the elephant in the room (controversial hot topic), because you’ll be asked about it
• Are supported by facts, examples or interesting anecdotes
• Instill trust in the audience

Move from high-level to personal

Provide a high-level perspective on the trend you discuss and its impact. Then share a local or personal experience to connect the audience to the story.

• Anecdotes are great especially when sharing good news
• Be authentic, smile and show excitement when appropriate
• Keep it simple and focus on what’s unique