Don't bury the
lede.
Do you need an answer to a question? Do you need to persuade people to support a project? We can help you connect with the public in a meaningful way. The Adams Agency connects you with the right decision-makers and influencers to help make it a reality. Don’t get lost navigating confusing political and corporate waters. Our team of experts ensure your message and goals are front and centre for the people who can help your organization move ahead.
Campaign Media Training
THE ADAMS AGENCY is proud to offer Campaign Media Training — a focused, hands-on program designed to prepare political candidates for the spotlight. Whether you’re announcing your run, canvassing communities, or fielding tough media questions, this training ensures you show up informed, confident, and in control.
Program Deliverables
- Full-Day Media & Social Media Training for Small Groups
- Personalized Review of Your Online & Media Presence with Coaching
Media Training Part One: Mic Drop
Crisis Communication & More | 2.5-3 hours
- On background: A primer on the rapidly changing media landscape (traditional and non-traditional media) in Edmonton and beyond.
- The perfect pitch: what stories reporters (and audiences) want to hear.
- When to bury the lede: Advanced media tactics; when or IF you should use them. Understanding the media’s pressures, motivations and industry lingo, including “off the record” and “exclusive”.
- The art of the interview: the pre-interview checklist, public speaking tips, and how to use (and not use) key messages.
- Get ready for your close-up: Your personal media evaluation reviewed, followed up with industry best-practices, what to wear and how to appear.
- Under the spotlight: Mock interview scenarios and critique. Our interactive stations include: mock live television studio interviews, live crisis-style press-conference and scrums, live radio interview and live Zoom interview.
Media Training Part Two: Digital Storytelling
Content Creation & More | 1.5-2 hours
- Personal Critique: A look into what you’re doing and how you can improve
- Tools for the job: An overview of how to maximize your phone’s capabilities, work with free apps, and find the perfect light.
- Under the spotlight: Interactive scenarios including: filming a video, creating a reel, and taking photos
- Content: Creating your own content exercises – you are the storyteller. We’ll teach you to recognize a story when you see it (good or bad).
Real World Examples We'll Explore:
A reporter shows up unexpectedly at your campaign office — do you know how to handle a pop-up interview
You’re invited to a live radio show — can you pivot smoothly when the host challenges your platform?
A supporter shares false info about your opponent — do you engage or ignore?
You’re facing pressure online after a heated forum — how do you respond without making it worse?
We’ll walk you through these situations and more — so when it happens for real, you’re already ready.
Train like a candidate. Communicate like a leader.
In today’s political arena, a 10-second soundbite or viral clip can define your entire campaign. The news cycle moves fast. Social media moves faster. And misinformation can spread in minutes. We help you stay ahead — by strengthening your message, sharpening your media skills, and giving you the tools to lead with clarity.
Who’s It For
- Candidates running for municipal, provincial or federal office (school board trustees also welcome!)
- Campaign Managers or Key Campaign Spokespeople
- Anyone preparing for mediafacing campaign roles
What You’ll Learn
- How to sharpen your message and deliver it with impact
- Build confidence for interviews, debates, and press conferences
- Create compelling, authentic content that connects with voters
- Identify and combat misinformation before it derails your campaign
- Use media strategically to boost name recognition and credibility
- Know what to say, when to say it, and how to stay on message under pressure
Your Instructors
Relax, you’re in safe hands. Our media training is led by a team of award-winning communications professionals with decades of combined experience. We’ll equip you with the confidence, practical skills, and strategic insight to face the mic in any situation.
JENNY ADAMS is an award-winning communications executive and the President and Founder of The Adams Agency. An industry leader in crisis communications, she has helped organizations navigate high-stakes issues, reputational risks, and complex public challenges— including political campaigns at every level. With a background in public relations, marketing, and television, Jenny and her team deliver strategic, high-impact communications for respected organizations across Canada.
AVERY JOHNSON is an award-winning social media specialist and communicator, and the Partner and Co-Founder of Kaden Ave Communications. Together with their talented team of content creators and social media managers, they manage over 90 accounts each month across a wide range of industries. Avery focuses on strategic consulting in social media marketing, with a passion for community building and fostering meaningful digital connections.
Investment: Starts at $650 per person. Please email [email protected] for details.
Dates: End of May, early June.
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780-707-9101
Get in touch with us.
Get in touch with us.
Your Instructors
Relax, you’re in safe hands. Our media training is led by a team of award-winning communications professionals with decades of combined experience. We’ll equip you with the confidence, practical skills, and strategic insight to face the mic in any situation.
