Training is conducted in half-day (typically three to three-and-a-half hour) sessions, accommodating two to three people (two people for three hours is the ideal). The approach is interactive, concentrating on role-playing interviews followed by group analysis, and focuses on exploring issues of genuine relevance to the interviewees. It can be used to rehearse individuals on upcoming issues, as part of a crisis preparation programme, or simply to explore general industry matters. Because it minimises the amount of time spent on lecturing, each training session is normally a lively affair that trainees find both stimulating and enjoyable.

Trainees are taught to know what to expect from a journalist and to feel comfortable with the interview process. The emphasis of the training is on preparation – and the process through which interviewees can set the agenda and put across key company messages while anticipating difficult questions and deflecting them. Trainees are taught how to prepare for both face-to-face and telephone interviews, improve their voice and optimise body language, ensure maximum emphasis on the positives, package key information in a user-friendly fashion and handle the on/off record issue.

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