Media training for public information officers teaches city and state communicators to stay on message under local scrutiny, recall the right program instantly, and handle questions on unrelated topics without ever being evasive. This case study comes from a training I delivered for a room full of city and state PIOs.

When I was delivering this training, I got to really hear their pains, worries, and concerns. Many of them felt that they were not quite at the national level, but the full heat of the community was on them. In fact, they felt the microscope and lens was even bigger than what national spokespeople face, because people in local areas tend to pay attention to local news. The person answering for a road project, a school program, or a city budget is not a distant official. It is somebody neighbors recognize at the grocery store.

What worries local PIOs the most?

The concerns in the room sorted into three groups:

  • Program recall under pressure. One of the biggest worries was being able to talk about all of the programs happening in their area. Cities and states run dozens of initiatives at once, and a reporter can ask about any of them at any time.
  • Questions on unrelated topics. Local reporters ask about whatever the community is talking about that week, whether or not it is in the PIO's lane. These communicators still need to have something useful to say.
  • The camera itself. Everyone in the room was nervous to see the camera. That is normal, and it is also the fastest thing to fix.

How do you stay on message about dozens of programs?

We crafted a system for being able to stay on message and access the most relevant programs. Instead of trying to hold every fact about every initiative in their heads, the group built a way to organize their messaging so the right program surfaces at the right moment. It is the difference between rummaging through a filing cabinet on camera and having the folder you need already open.

We also deployed a system for dealing with questions on unrelated topics that they should still have something to say on. I want to be clear about what that means, because it is the opposite of the old-school evasive approach: the goal is to genuinely have something to say, briefly and honestly, and then guide the conversation back to the information the community needs. Communities can tell the difference between a guide and a dodger, and so can reporters.

The on-camera work gave me validation that I can do this. Strategies for preparing better to be more effective with the media were important. I like the concept of 'controlling' the reporter, not worrying about the questions but using your answer system to get my messages across.Eve J. Rappoport, Community Services Supervisor, City of Glendale, California

The camera surprise: better than it felt

Public information officer reviewing her recorded practice interview during media training
The playback moment: PIOs discover on video that they deployed the systems exactly right.

While everyone in the room was nervous to see the camera, by the end it was overwhelming to hear that the camera, combined with our unique systems, was exactly what they needed at this moment in time.

Here is how it played out. People did their recorded exercises and reported that they thought they were terrible, because it felt like the interview might be terrible. Then they saw it played back. They realized they were deploying the systems in exactly the right way and were much better than they thought. In fact, their colleagues were all commenting on how good they were. There is no substitute for that moment: not my reassurance as the coach, but video evidence plus a room of peers confirming it.

Jess did an excellent job! It was a well-paced presentation. The on-camera experience was the most helpful part of the session, and non-threatening!Dwight D. Walth, D.M.A., Director of Grants Services & Community Initiatives, City of Phoenix

An empowering day, on purpose

This was a very empowering day, focused on exactly what the group needed. That focus is not an accident. The systems were applied to their real programs, their real reporters, and their real worries. When training matches the actual job, communicators stop bracing for interviews and start using them: to get accurate information out, to build trust in city and state programs, and to represent their communities well under the local microscope.

Case study takeaways
  • The local microscope is real. Community attention on local news makes the PIO's job feel bigger, not smaller, than national work.
  • Organize messages so programs surface on demand. A recall system beats trying to memorize every initiative.
  • Have something to say on unrelated topics. Brief, honest, useful, then guide back. Never evasive.
  • Let the playback do the convincing. PIOs who felt terrible saw themselves deploying the systems exactly right.
  • Peers make it stick. Colleagues commenting on how good someone was is more powerful than any coach's praise.

If your city, county, or state team faces the press every week, start with our media training for government. You can also read how a full week of the same systems worked for the Social Security Administration, or how one off-topic question taught an AIG senior leader to stay on message for years. When you are ready, get a quick quote for your team.

About the author

Jess Todtfeld, CSP, spent 13 years as a television producer at NBC, ABC, and Fox, holds the Guinness World Record for the most media interviews given in 24 hours (112 interviews), is a Certified Speaking Professional, and is the author of the international bestseller Media Secrets. He has trained executives, government leaders, doctors, and nonprofit spokespeople around the world.

Want to talk through a training for your team? Email [email protected] or call (646) 233-1424.

Not ready yet? Start with a copy of Media Secrets or the 7 Media Interview Secrets.