"Mastering the Media" is an NFDA endorsed and Nationally accredited six-hour seminar. It is usually conducted from 9:00 a.m. to 3:00 p.m., with a one hour break for lunch. Modified seminar schedule times are available upon request. All course materials are supplied at no additional cost.

Goals

Our mission by the end of the seminar is to have you and your funeral organization prepared to "meet the press". We will give you a step-by-step game plan that, if followed, will result in positive media exposure. Without waiting for the media to call, we will teach you and your staff how to set goals, prepare and conduct practice sessions on prepared "case studies" that are all too real and that could happen within your funeral service organization. We will assist you in preparing internal staff responses, as well as external media responses for each "potential" negative story. We will also teach you how to partner with the media to promote your business.

Objectives

This seminar is divided into two sections. The first section discusses the media and techniques for working with radio, television and print media, and the second section focuses on implementing these techniques through practice.

In SECTION ONE, you will learn:

	How to make sure your message is understood.
	How newsrooms operate - the philosophy of news.
	The reporter’s agenda versus your agenda.
	What your body language says about you.
	Effective public speaking techniques for any medium.
	"Theme" and "Bridging" techniques for radio and television.
	How to reduce the negative effects of any crisis.
	How to "humanize" your funeral organization in a critical situation.

In SECTION TWO, you will learn:

	How to create and implement an effective crisis communication plan.
	On-camera performance techniques used by the pros.
	How to conduct a crisis evaluation survey within your funeral home.
	Intensive group preparation for on-camera performances.
	How to handle confrontational interviews.
	Practice methods to use with your management and staff.
	How to practice crisis events with your staff, as well outside emergency agencies.
	How to prepare for and conduct a news conference. What opportunities exist for positive exposure right now.