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My unique training programmes



Handling media as a spokesperson of your organisation

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The training will comprise of:

A brief introduction to the media landscape in Malaysia.

The one day training from 9am to 5pm will include role play, practical group sessions and Power Point Presentation on Media Relations.

Participants will be given tips on handling difficult media questions and there will be role play sessions for better understanding.

Professor Krishna will provide video crew for recording and replay of mock press conference.

Details of training is stated below.

  Please see below my programme for the half day itemized by time.

Here are some tips to consider when you get a call from a local or national TV reporter looking to do a story that’s unflattering to your client:

1. Prepare your client for the worst. Only on rare occasions is it possible to impact a television report. Remember, TV news programs tend to take a side, and if it is not that of your client, get ready for a shellacking.

2. Think twice about going on camera to respond. Through editing and transitions, proactive comments can be made to look defensive and even embarrassing. There are many cases when it makes sense to provide your side of the story on camera, but think about it strategically first. Do you really stand to alter the tone of the story by going on camera?

3. Provide clear and simple responses to their questions off camera.

4. Offer a short statement. A long statement will be cut in half or paraphrased. Television news typically uses four- to seven-second sound bites. Write your statement accordingly.

5. Get as much information about the story as possible. Whom are they interviewing? What documents do they have, and what’s their angle?

6. If you do go on camera, stick to few focused message points, regardless of the line of questioning, to avoid a damaging sound bite.

7. Consider making a response video, offering your side of the story. Post it on YouTube, repurpose it on social media channels, and tag it so that it shows up on searches for news stories about the topic.

8. Follow up with the reporter as more positive news happens, because you know the other side will be doing the same. At some point, your side might get some air time.


9.30 a.m.            When the MediaCalls What Do I Say?

·         What do I do?

·         Where do I say it?

·         When do I say anything?

·         Who do I speak to?

·         How do I say what I want to say?

·         Role Play

10.45 a.m.                   Break

11.00 a.m.                   Practical media interview

·         Understand interview objectives and key messages

·         Anticipate questions

·         Experience through role play

·         Apply tips learned

·         Learn the Do's and Dont's

Role Play Press Conference

11.30 a.m.                   Understanding The Media

How the malaysian media works?  What are their expectations?

·         Media conference

·         One-on-one interview

·         Ambush interview

·         Telephone interview

·         Handling media questions

·         Answering tricky questions

·         Coping with hostile media

·         No "off the cut" responses

·         How to get positive publicity

12.45 p.m.                   Evaluation

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Engage & Influence media to your advantage

The following is a proposal for my MEDIA RELATIONS TRAINING programme. It can be changed and customised to client's training needs and objectives.

Purpose of the seminar

– to develop practical spokesperson competencies and media relations experience


– to introduce media relations techniques on how to build effective PR relations;

– to discuss real examples of press-releases, interviews, press conferences and crisis;

– to define the best media relations techniques

Training forms and methods

Lectures, practical sessions in interactive format.  Group writing activities

Activities: Interviews, role-play, discussions

Expected outcomes

Participants learn how to talk confidently and face the media. Have better and improved media relations with the media. Get more press releases published after this training. Will be able to write better press releases. At the same time be able to efficiently and effectively cope with crisis.

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Radio Station 2


How to strategise your business continuity during a crisis

Take advantage of Digital Strategy to help your business reach new heights. With extensive technical expertise and a knack for clear and creative ideas, I turn your goals into measurable results.

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Think on your feet during a crisis


The spokesperson gives the human form to the company in a crisis. One area of control that must be exerted by the organization's corporate communications head to insist that its spokespersons be trained because we know that few think they are born. No one should represent the entire organization unless he or she has invested time and energy in developing the skills of an effective spokesperson. It is not about the colour of a tie or scarf one wears on television, but the ability to effectively connect with the audience, either through the media or in person.

HODs must know principles of crisis and emergency risk communication. They should play a role in developing messages/writing press releases so they can "own" them and deliver them well for more trust, credibility and long-term leadership.


9 am    Introduction

9.30pm Ambush Interview

10.00 a.m.                           When the Media Calls: What Do I Say?

·         What do I do?

·         Where do I say it?

·         When do I say anything?

·         Who do I speak to?

·         How do I say what I want to say?

·         Role Play

10.45 a.m.                           Break

11.00 a.m.                           Practical media interview

·         Understand interview objectives and key messages

·         Anticipate questions

·         Experience through role play

·         Apply tips learned

·         Learn the Do's and Dont's

Role Play Press Conference

11.30 a.m.                           Understanding The Media

How the malaysian media works?  What are their expectations?

·         Media conference

·         One-on-one interview

·         Ambush interview

·         Telephone interview

·         Handling media questions

·         Answering tricky questions

·         Coping with hostile media

·         No "off the cut" responses

·         How to get positive publicity

12 NOON   Press Release Writing (practical writing exercise)

1.00 p.m.                            Lunch

            Working lunch – view video examples/ Critique

2.00pm     Interview: Off-the-Wall/Hard-nosed interview – role-playing,

3.00pm    Individual interviews with participants  by reporter on camera

4.00 pm Replay interviews and group critique

4.30pm     Review/ Participants Recall

Summary: Participants recall key points 

 5.00pm     Workshop concludes/ Evaluation.


In this media interview situation, the “reporter” tries to catch the spokesperson off-guard, asking unrelated questions; and to ‘bully’ the spokesperson by being relentless and single-minded in looking for an answer to the unanswerable questions.  Each interview lasts about four minutes.


Role of Spokesperson In An Emergency

It is the task of the spokesperson to do the following.

  • Take your organization from an "it" to a "we".

  • Build trust and credibility for the organization.

  • Remove the psychological barriers within the audience.

  • Gain support for the public health response.

  • Ultimately, reduce the incidence of illness, injury, and death by getting it right.

Recommendations For Spokespersons

Spokespersons should remember the following.

  • Do not over reassure.

  • Acknowledge uncertainty.

  • Express that a process is in place to learn more.

  • Give anticipatory guidance.

  • Be regretful, not defensive.

  • Acknowledge people's fears.

  • Acknowledge the shared misery.

  • Express wishes, "I wish we knew more."

  • Stop trying to allay panic (Panic is much less common than we imagine).

At some point, be willing to address the "what if" questions. These are questions that every person is thinking about and for which they want expert answers. If the "what if" could happen and people need to be emotionally prepared for it, it is reasonable to answer this type of question. If you do not answer the "what if" questions, someone with much less at stake regarding the outcome of the response will answer these questions for you. If you are not prepared to answer the "what if" questions, you lose credibility and the opportunity to frame the "what if" questions with reason and valid recommendations.

General recommendations for spokespersons in all settings:

  • Know your organization's policies about the release of information.

  • Stay within the scope of your responsibilities. Unless you are authorized to speak for the entire organization or a higher headquarters, do not do it.

  • Do not answer questions that are not within the scope of your organizational responsibility.

  • Tell the truth. Be as upfront as possible.

  • Follow up on issues.

  • Use visuals when possible.

  • Illustrate a point through examples, stories, and analogies. Ensure that they help you make your point and do not minimize or exaggerate your message. Test the stories on a small group first.

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Training Programs: Services


Johnson & Johnson: Facilitated media training for this pharmaceutical company and trained them on the importance of media relations to enhance their visibility and prominence in the market



Facilitated the media relations component of crisis management in a four-day workshop on how to get credibility, gain support from the public and reduce the negative reports as an emergency response with an international PR consultant from New York. The objectives were to build trust.

Caltex: Taught how to get good publicity in a crisis by getting the message right.
Facilitated and role-played as a journalist for this four-day crisis management seminar and taught how the media can harass them through tough questioning, thus helpin to remove the psychological barriers with the media.

1989, 1992, 1993,1994

BHP Petroleum
Provided major input into the training of the crisis communications teams through simulated exercises based on scenarios in Asia. This organisation responded to a real crisis in Tasmania in 1995 and the company was praised as having delivered one of the very best responses undertaken in Australia.

BHP Petroleum 

Directing role-playing journalist for a major multi-national
crisis simulation exercise


The Star

Organised a mock press conferences at the forum Press Insights: Inner Workings of a Newspaper.



Tobacco: Trained the chairman, CEO and directors in media relations 1999 Gas Malaysia Development of the crisis communications system and media training for the senior executives, including one-on-one interviews and press conferences

Malaysia Red Crescent Society

Conducted a two-day workshop on media relations in Kuching, Sarawak and demonstrated that spokespeople must be trained in and be familiar with the basic principles of crisis communication. 
Asia Strategy & Leadership Institute (ASLI): Presentation of a paper on Media Relations in a Crisis at the National Corporate Public Relations Forum, with an emphasis on the role of developing messages for companies spokespersons.


Journalist role-playing for training the CEO and topManagement in interview techniques

Eon Bank 

One-on-one interview training for top management

Attended and completed a two day Negotiation Skills programme


Malaysian Medical Association Award for outstanding news coverage on health matters


Successfully completed and earned a certificate in Principle-Centred Leadership organised by Franklin Covey organisation

Ministry of Foreign Affairs

Training diplomats in communications and specifically in Defending the National Interest. He also does formal evaluations of their capabilities prior to their posting overseas as ambassadors and embassy staff

Comparing Traditional and Social Media Use in a Crisis

Presented a paper at this 2003 conference in Makati City, Philippines on religious tolerance in a multi-racial society

Inland Revenue Board: Conducted training for journalists and press secretaries 

US States Department

Attended 14 day forum in Religious Freedom and Pluralism in
Washington, DC, Chicago, Nashville and New York and reported for The Star.

Conducted training for editors and reporters on using right terminology in reporting AIDS related stories


Attended Australia’s National Institute of Dramatic Art TV/Cinema script writing programme (2 weeks) organised by ASTRO, Malaysia’s leading cable network
2007, 2008
Asia Business Forum

Conducted workshops and presented papers in Singapore for the Strategic Press and Media Relations seminar for corporate communications managers and PR executives.

Baiduri Bank

Conducted training for journalists at this bank in Brunei


Public Relations Consultant

Aegis Media and Vizeum Advertising

Adviser in public relations and publicity assignments for a group of advertising companies under Aegis Media

Marketing Malaysia

Editor of this institute’s journal which is distributed widely among marketing professionals half yearly

2010, 2012, 2014, 2015

Mubadala Petroleum

Responsible for organising and directing journalists as roleplayers for several crisis exercises involving oil spill, helicopter crashes and epidemics. These involved putting pressure on crisis communications teams in Bangkok, Jakarta and Abu Dhabi


NPC-NAZA Journalism Award

Outstanding Online Award (Malaysiakini)


Participation in a major research project in at Monash University Malaysia


Certified HRDF Trainer

Attended 5-day Train The Trainer

Training Programs: Text
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