Managing the Media for ASCL Members

Have you wondered what you might do in the event of a media crisis? What if a story gains momentum in local media and you feel powerless to manage the situation?

Media interview

This workshop has been developed to equip ASCL members with inside knowledge of the news industry.  If a news story breaks, you’ll know how to react proportionately to protect your school and your stakeholders from reputational damage.

The workshop will be led by journalist Sarah Travers of Bespoke Communications. Sarah will show you tried-and-tested tools and techniques to help with key message development and interview preparation, including:

  • Improve and refine your key message for different interview situations – radio, newspaper, TV
  • Learning the value of the sound-bite
  • Understanding your audience
  • Body language and building rapport
  • Stress management techniques

You’ll learn the dynamics of a newsroom – both local press and broadcast media.  The impact of social media will be examined.   You’ll also gain an insight into the power of positive communications, and what journalists need from you for a newsworthy story.

The workshop is highly interactive, so you’ll experience broadcast interviews under the guidance of experienced broadcast mentors, to include playback and critique.

This workhop will encourage you to think differently about external communications. Where you have built up effective skills through experience, it’s been designed to encourage and empower you to harness the power of positive communications to increase your impact.

Sarah Travers in radio studio

Date and Time

Wednesday 14th March 2018, 10am to 4pm


NICVA, 61 Duncairn Gardens, Belfast, BT15 2GB.

There is ample free on-street parking. The venue is a short walk from Yorkgate train station.

Cost and deadline

The workshop costs £156 per person, including VAT. Please makes cheques payable to ASCL NI and post to Robert Wilson, Regional Officer ASCL, 13 Millbrook Ave., Portstewart, Co. Londonderry, BT55 7DZ.

Please register before Tuesday January 23rd to secure your place. Places are strictly limited and will be allocated on a first-come first-served basis. A waitlist will be set up for those missing out on a place.

What others say

“The Bespoke Communications team transforms reluctant participants into effective spokespeople.”

o “Course was informative, structured and gave great examples of practice” – People Plus NI

o “Simple techniques but very useful” – Bank of Ireland

o “I have a whole new understanding of media and what goes on behind the scenes.” – Causeway Coast and Glens Borough Council

o “I will put myself forward for interview.” – RSPB

o “Course delivery was well structured, and very interesting” – JMK Solicitors

o “I’ll take different approaches to engaging audiences” – Ulster University

o “Confidence has been built” – Old Bushmills Distillery

About Bespoke Communications

Bespoke Communications work with exceptional communicators. We offer media training and public speaking coaching to the country’s biggest and best known organisations.  With over forty years combined expertise in broadcasting and business development, Sarah and Camilla will help you build your influence for better and faster business results.  We are practitioner-principals, developing and delivering bespoke training programmes with each and every client.


We are public speaking partners to TEDx in Northern Ireland.


We are proud founding partners of #BeSeenBeHeard, a media training programme for female experts.

Be Seen Be Heard