Journalist For Media Training And Crisis Communications


Three-time Emmy-award winner Keith Yaskin was a TV reporter for 17 years, primarily as an investigative journalist. He won three first place Associated Press Awards. The AP once named him Arizona’s TV Reporter of the Year. He graduated from Northwestern University’s Medill School of Journalism, where he received the Gary Cummings Memorial Award as the top broadcast student. As a reporter, Keith covered everything from government to business to education. He has covered hurricanes and space trips to Mars and interviewed countless CEOs, public figures and celebrities such as Charlton Heston and B.B. King. Keith turned his passion for journalism into working with companies to effectively tell their stories to connect with target audiences. Every organization has a story to tell. On The Flip Side, he conducted tough interviews that organizations may face. He challenged those who tried to dodge his questions. He appeared on TV nearly every day and is keenly aware of the impact of body language. Keith has spoken to a variety of organizations including the Better Business Bureau, Arizona State University, International Association of Business Communicators, Public Relations Society of America and SCORE. Clients tell us media training techniques also help them with customers, presentations, depositions and legislative hearings.

We worked with:

  • multinational corporation attempting merger
  • healthcare company training new executive leadership
  • government agency facing questions about finances
  • community with controversy receiving national attention
  • healthcare benefits provider getting negative news coverage
  • foundation trying to improve image and expand influence
  • dental plan dealing with internal dispute
  • company linked to network news undercover investigation
  • police department unveiling new program after past problems
  • care provider with little to no media experience
  • politician running for Congress


Media training addresses and includes:

  • take-home guidebook
  • on-camera interviews under the lights and played back for critique
  • dos and don’ts
  • not deviating from talking points
  • video examples of media training mistakes
  • preventing reporters from putting words in your mouth
  • preparing key messages
  • delivering messages in a calm, cool, collected, convincing and credible way
  • providing effective answers without information overload
  • avoiding jargon
  • walking into interviews prepared
  • speaking with emotion
  • avoiding “no comment”
  • saying sound bites with substance
  • differences between broadcast, print and radio interviews
  • bridging back to prepared key messages
  • body language
  • storytelling
  • the evolving media world