Own the Narrative. Master the Camera. Never say 'No Comment' again
The 4-hour masterclass for professionals who need to project authority and handle the media with total confidence.
Master the Media in a Single Afternoon.
We know you're busy. You don't have weeks to spend in a classroom. That’s why we’ve distilled decades of newsroom experience into a high-impact, 4-hour curriculum.
- Zero Fluff: Get straight to the tactics that actually work in front of a camera.
- Total Flexibility: Start, stop, and rewind. Complete the 10 modules at your own pace—all at once or 20 minutes at a time.
- Immediate Impact: Learn a technique at 1:00 PM and be ready to use it in a press conference by 5:00 PM.
From 'No Comment' to Total Confidence
Stop reacting and start leading. In this comprehensive 10-module course, you will learn to:
- Command the Story: Don’t just participate in a news cycle—learn how to shape and control the narrative so your brand’s message is the only one that sticks.
- Weaponize Your Talking Points: Move beyond scripts; develop clear, concise points that make you sound like the expert in any interview.
- The Power of the Sound Bite: Master the art of crafting memorable sound bites that reporters can't help but use in the evening news.
- Turn Conflict into Opportunity: Stop fearing the tough questions; learn the exact strategies to flip negative press into a positive reputation boost.
- Authority Through Presence: Use body language techniques to project instant credibility and calm, even when the cameras are rolling LIVE.
- Grace Under Pressure: Discover the proven alternatives to "No Comment" that keep you looking transparent and professional in tricky situations.
Learn the Trade Secrets Directly From the News Pros
Why settle for theory when you can learn from those who have lived the story?
This masterclass wasn't designed in a classroom—it was forged in the high-pressure environment of major newsrooms. When you join this course, you are gaining access to the exact strategies used by Emmy Award-winning journalists and veteran news reporters who have spent decades on both sides of the camera.
Your Lead Instructor: Russell Ruffin
Russell is a veteran News Reporter and Emmy Award-winning journalist who has covered some of the most significant national stories of our time. He has transitioned from anchoring the news to training the people who make it.
What the "News Pro" Perspective Gives You:
- The Reporter’s Playbook: Understand the "gotcha" tactics journalists use so you can neutralize them before they start.
- The "Sound Bite" Formula: Learn exactly what news editors are looking for on the cutting room floor.
- Battle-Tested Credibility: Benefit from Russell’s experience training thousands of PIOs, emergency responders, and high-level executives to stay calm when the "ON AIR" light turns red.
Professional Training on Your Schedule:
- Total Flexibility: 10 digital modules you can start immediately.
- 4-Hour Completion: High-impact training that fits into a busy workday.
- Interactive Practice: Use your own smartphone to record and review your performance, simulating real-world news conferences.
- Full Access: One full year of access to revisit the material whenever you need a refresher.
Course curriculum
-
1Introduction Module
-
2Module 1: Responsibilities of the Public Information Officer
-
3Module 2 Narratives and Talking Points
-
4Module 3: News Briefings - Preparation and /Delivery
-
5Module 4: Talking Questions - After Your Opening Statement
-
6Module 4- Bonus Materials
-
7Module 5: News Conferences and Interviews
-
8Module 6: Press Releases
-
9Module 7: Pitching a Story with a Press Release
-
10Module 8: Video News Releases
FAQs
-
Yes—whether you are a seasoned PIO or a corporate leader, these narrative-control strategies apply to everyone.
-
Just your computer to watch and a smartphone for the practice sessions.
-
No, it is self-paced. You get the 10-module curriculum delivered instantly.
Exclusive PIO Insights, Straight to Your Inbox
Each week, get proven strategies, real-world examples and actionable tips to handle the press with confidence and control. Don't let the media set the narrative. Set it yourself!