Training

Training and coaching 

There are several training workshops available to people at the University of Waterloo to support them in media engagement and connection with journalists.

The training sessions outlined in this document are offered at no charge to small groups for maximum audience engagement. We strive to share the most relevant content in an inclusive and welcoming environment that reflects the diversity of our community.  Please get in touch with media relations if you have suggestions for additional training workshops.  

Opportunities for faculty and spokespeople 

Interview Skills  

This 90-minute, interactive workshop is an introduction to media interviews.  

Participants learn tips and tools for being a valued and engaging interview guest.  

*Condensed and customized coaching sessions are available on short notice for individuals about to grant an interview. They are 30 minutes in length. Please contact media relations to arrange.

Participants of Interview Skills will: 

  • Prepare for and feel more comfortable in interviews regardless of the topic. 

  • Be able to describe their work concisely. 

  • Exercise more control in interviews by applying techniques to deal with tricky questions and share your main points instead. 

  • Translate technical or scientific concepts into accessible messages that will promote understanding and increase relatability of research. 

  • Apply the above techniques in a supportive environment through hands-on learning exercises. 

Writing Commentary 

Writing a well-timed and compelling piece of commentary for a top-tier publication is an effective way to share your expertise and analysis with the public. The by-lines of thought leaders from the University of Waterloo frequently appear on the op-ed pages of Canada’s top newspapers. Please contact media relations for helpful feedback on your written pieces of commentary and advice on submitting your work for publication. 

The Conversation 

The University of Waterloo is among the founding partners of The Conversation Canada. Since 2017, the University is pleased to support this independent information platform that showcases the depth of breadth of expertise at Waterloo and across the entire university and research sector.

Media relations supports authors in pitching their ideas for an article to help ensure the greatest chance of acceptance. Contact media relations to discuss your story idea.

Editors of the Conversation Canada offer sessions for authors and potential authors. They include a primer on writing for platform and a session on online harassment.

Opportunities for campus communications staff 

Writing for News  

This 90-minute session is part of a series of interactive writing workshops for campus communicators. It includes fundamentals of writing engaging press releases for mainstream media. It is intended for communicators who spend a significant amount of their time writing or editing press releases. 

Participants of Writing for News will: 

  • Learn what information to include in press releases to have a better chance of generating interest in the news. 

  • Organize press releases to prioritize the information most important to journalists. 

  • Translate technical concepts into accessible language. 

  • Avoid common writing mistakes that slow down the approval process.   

  • Apply the above techniques in a supportive environment through hands-on learning exercises. 

Lede Writing 

This the follow-up to the Writing for News workshop for campus communicators. They may or may not have already taken Writing for News, though some may find it most helpful if they have. It is intended for communicators who spend a significant amount of their time writing or editing press releases. The content concentrates on the first paragraph of a press release.

Participants of Lede Writing will: 

  • Learn techniques to engage the reader and keep them interested.  

  • Learn characteristics of strong lede writing and how apply them to their work.  

  • Determine what information is most important to include high up.   

  • Bring writing samples or pieces they wish to workshop. 

  • Apply the above techniques in a significant amount of hands-on learning exercises. 

News Value 

This session is a primer on news judgment and finding the angle of story that will resonate the most with journalists and the public. This interactive workshop will cover ways to find and identify news — and know when a story probably will not result in media coverage. It is intended for communicators who spend a significant amount of their time writing press releases.  

Participants of News Value will: 

  • Discuss trends in media coverage. 

  • Identify characteristics that signify high news value.  

  • Learn ways to make a C story an A story when you still have to tell it.  

  • Bring studies or announcements they wish to workshop. 

  • Apply the above techniques in a significant amount of hands-on learning exercises. 

News You Can Use 

Media relations created digital guide that provides advice and tips for different methods of engaging with news media. Bookmark the URL to have helpful support at your fingertips anytime.  

Additional Supports 

The media relations team supports members of the campus community in their media engagement in ways in addition to formal training opportunities. Please contact media relations to discuss.