By Christopher Kushi & Hemaarvini Balan
JOHOR — The Catholic Bishops’ Conference of Malaysia- Singapore-Brunei (CBCMSB) held a one-day intensive media training workshop entitled, Communications & Presentation Skills (Spokesperson Training Basic Level) at MAJODI Centre on July 10. Participants included bishops, clergy, lawyers, and diocese social media lay personnel. The course was aimed at training participants on how to present the Church to the wider world with emphasis on media skills, strategies, and techniques that will enable one to be at ease and effective in a variety of presentation settings.
The CBCMSB deemed that in the world of broadcast media, social media Internet sites, and various online mass communications platforms, accurate and credible messaging is a very important tool to understand and master.
The workshop was facilitated by SIGNIS and conducted by Augustine Anthuvan, media consultant, communications advisor and trainer from Singapore, as well as a SIGNIS international member. Augustine, a freelance tv & radio reporter/executive producer, and media relations/crisis communications consultant, brought his 30 years’ wealth of ‘real life’ experiences to the workshop.
The workshop began with Storytelling — saying it in 60 seconds where participants introduced key messages and introduced themselves and their organisation in a minute. This is necessary to communicate effectively and meet the expectations of the public. Building on the first exercise, the second module was about Speaking and Connecting with the audience by fine tuning the message with proper soundbites and quotable quotes. This was followed by lessons on media appearances and minimising distractions so viewers can focus their attention on the message.
The bishops took part in ‘live’ one-on-one interviews with a series of scenarios from the crisis communication playbook. Augustine played the role of a journalist asking difficult questions. This was an eye-opener whereby the spokespersons had to present their message in a clear and credible way, learning how to think fast and improvise on the spot when faced with unexpected questions.
In the craft of speechwriting, participants were told to take note that ‘it’s not what you say, but what they hear’ which will resonate with the public. Augustine explained the power of the Latin maxim omne trium perfectum which means “everything that comes in threes is perfect”. Therefore, a speech should have an introduction, a body, and a conclusion.
The final module was a Media conference — Crisis Communications where participants learnt to prepare for a media conference, anticipate questions from ‘journalists’, building on existing material and knowing that during an unexpected crisis or event, the media can be strong allies in getting your messages out quickly and accurately. The participants played the role of journalists asking difficult questions which were answered well. The spokesperson of the diocese, in whatever capacity, must always be prepared for the ‘What is the position of the Church’ question? Participants also had very good sessions during lunch and tea breaks where the conversation involved events and stories that they had experienced in their interaction with the media, providing further input for participants to relate to.
As a media practitioner, Augustine was able to share how the media acts, what the media wants and when the media is satisfied. Participants all agreed that going forward, they feel better prepared, empowered and more confident to face any media related events.
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