Describing a new product. Communicating your position. Telling your story. Your success depends on how well you deliver your message.

Room 40 is expert in helping people and organizations deliver messages clearly and confidently in any situation. We have the experience and know-how to prepare your spokespeople with the messages and media skills you need to excel.

Media Training

Ever heard someone say they were misquoted in an interview? We’ll bet they probably didn’t go into the interview on an equal footing with the reporter – and that’s where media training can help. Getting your message across in a clear and understandable way is critical in any interview.

Room 40’s customized media training sessions empower people and help them to become comfortable with television, radio, print and web media interviews. Our goal is to equip you with the knowledge to excel in interviews and help you feel confident and in control of the interview process.

Our media training sessions give participants effective techniques for delivering messages in ways that cut through the media filter. Through discussions and recorded simulated interviews, Room 40’s training sessions leave people ready to take full advantage of each media opportunity.

Who can benefit?

  • The media interview process isn’t limited to the short time your spokesperson is talking to a journalist. It starts with the person who answers the reporter’s call. Knowing what questions to ask, what information to gather and how to respond to media calls is an important part of getting the most out of media opportunities.

    Room 40’s media training will empower you by explaining how media professionals work, understanding how to craft messages that get your point across, and teaching effective techniques for delivering them in an interview. These are essential skills for people in any organization, including:

    - Senior executives
    - Organizational spokespeople
    - Communications staff
    - Sales & marketing professionals
    - Anyone who coordinates media interviews

What you’ll learn:

  • Each of Room 40’s media training sessions has core content to give all participants a solid foundation on which to build their media skills. While each session is customized to your needs, the topics often covered include:

    - What makes news
    - How journalists work
    - What to do when a journalist calls
    - Developing strong messages and answers
    - How to answer tough questions
    - Proactive ways of getting your message across
    - Traps to watch out for in interviews


Media Training Options

One-on-One Executive and Spokesperson Coaching

Room 40’s media training offering for executives and corporate spokespeople is developed around providing them with high-level coaching in a confidential setting. Executive coaching sessions concentrate on honing messaging and interview Q&A strategies in realistic interview simulations based on scenarios relevant to your organization.

Group Training

Group training gives your people the ideal media training experience. For groups of almost any size, Room 40 gives people an intensive training program that provides participants with a detailed overview of how the media works, how to get your message across and techniques for answering any question. Realistic interview simulations allow participants to test their skills, review their performance and get immediate feedback.

For more information, click here to download Room 40 Communication's media training information package.

For scheduling and pricing details, please contact us.




Posted on: 2010-03-24
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"Thank you for yesterday's media training session. I've received nothing but positive feedback from the team and they really appreciated the key message development exercise. Your preparedness, presentation style and pace along with real-life examples really helped to visualize the concept of storytelling and effectively communicating to the media. I'm confident the team is ready for primetime." -- Dorina Belu, Senior Manager, Communications, CHRISTIE Digital


United Nations World Food Program

Posted on: 2010-04-06
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"Room 40's media training leaves you feeling confident and in control of the interview process. The presentation was invaluable and insightful, and the simulated media interview allowed me to test my abilities in a realistic setting. I'm happy to say I'm now looking forward to my next interview." -- Julie Marshall, Canadian Spokesperson, United Nations World Food Program


William Osler Health System

Posted on: 2011-02-17
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"John’s communications and issue management expertise was invaluable for William Osler Health System. Working with our CEO and other senior executives he provided important communications counsel ahead of media interviews, and helped our organization tell its story in clear and concise ways. His ability to accurately read situations and understand stakeholders helped position Osler to better connect with our community and continue building trust among the people we serve." -- Dawne Barbieri, Chief Nursing Executive, Vice President, Quality, Professional Practice & Communications


Ontario Convenience Stores Association (OCSA)

Posted on: 2011-02-24
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"John has the ability to position issues and define challenges and opportunities that allow us to maximize the Ontario Convenience Stores Association's position. John trains and directs the Association on the required communication skills needed to keep the small business voice heard clearly by the public, media and governments. Many small business operators and OCSA Board members have been professionally media trained by John and are very confident in interviews as a result. On a personal note, I would highly recommend John to any company that needs a strategist actionable solutions to move their business and industry forward -- especially to lead change. He has extensive media experience and contacts, and brings a very professional approach!"


Adoption Council of Ontario

Posted on: 2011-02-26
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"Room Forty Communications was the leading force in supporting the Adoption Council of Ontario in executing a strong Adoption Awareness Month campaign in November of 2010. John took on the challenge with skill and expertise. He provided He provided us with expert in all the key areas needed for an effective campaign - media training, issue management, media relations and writing. He was able to translate our material and information in effective messaging that was dispersed in a number of ways throughout the month and beyond. Additionally John is a pleasure to work with. He was proactive, provided ready consultation and took the time to ensure that we fully understood the implications of our messaging and the paths we chose to follow. We look forward to future opportunities to work with Room Forty Communications and John Perenack." Pat Convery, Executive Director, Adoption Council of Ontario