Warren Weeks

Warren Weeks

Principal, Weeks Media

Warren Weeks sold his first newspaper to his grandmother at the age of five, he was Wayne Gretzky's PR handler for a day, and, in 2010, he started the viral, online campaign to get former NHL coach Pat Burns into the Hockey Hall of Fame. Over the past two decades, Warren has helped hundreds of organizations to improve their communications and marketing outcomes.

The Art of the Great Media Interview: A Media Training Deep Dive and Hands-On Workshop

Wednesday, October 24
Time:  Part 1: 1:45 PM to 3:15 PM; Part 2: 3:30 PM to 5 PM

Part of running an association is having the know-how to deal with the news media. Before you speak to a journalist, you should have a plan, a set of sound messages, and a roadmap for avoiding mistakes. A great spokesperson knows what to expect at every point in the process. How to navigate the interview with confidence, deftly take control of the exchange and ensure their organization's (and the public’s) best interests are served. In this session, participants will learn how to think about, prepare for, and execute interviews that result in better and more predictable media coverage. As part of the session, all participants will be guided through the process of creating messages for a hypothetical interview scenario. And, using the messages they’ve prepared, a select group of brave volunteers will then have the opportunity to participate in realistic and challenging simulated media interviews, with a constructive debrief of their performance.

Learning Objectives

  • Explore the unwritten rules of media interviews, including your rights as a spokesperson and a step-by-step guide for how to prepare for an interview
  • Discover how to quickly craft compelling, easy-to-understand messages that tell your association's story - messages that are appropriate for the news media
  • Learn how to deliver a near-perfect media interview every time, whether it's positive or negative news and no matter the interview format (e.g. print, radio or TV formats)


Establish Organizational Direction