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Types of Ammerman Training

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TSPRA/Ammerman Communication Workshops for Educators

We offer four types of training

  • Media & Crisis Communications
  • Media Skills: Advanced Workshop
  • Dealing with Public Anger: New Approaches to an Old Problem
  • Dealing with Public Anger: A Workshop for Support Staff

♦ Media & Crisis Communicationsammeranwebphoto2  This is a one-day, interactive session that addresses the increasingly important media and crisis training needs of those in the education field. The workshop is designed for superintendents, assistant superintendents, principals, assistant principals, other administrators, coaches, heads of security, and board members. It provides them with the confidence and competence needed to face the media and handle the communications aspects of a crisis or other difficult situation or issue. The morning portion of the workshop focuses on media communications, the afternoon portion on crisis management. Videotaped examples of participants is an essential component of this workshop.


♦ Media Skills: Advanced Workshop
The Advanced Workshop takes up where Media & Crisis Communications leaves off. This half-day, small-group session for six people provides each participant with ample, on-camera, media interview practice. The primary objective of the workshop is to help participants improve their ability to craft and deliver concise, impactful messages that appeal to reporters, and capture audience attention. Any individual who may have to interact with the media will benefit from attending this workshop. Attendance at the Media & Crisis Communications workshop or a similar session is a prerequisite for participation.


School personnel deal with public anger on a daily basis. It's now more common, more newsworthy and more damaging than in the past. These two workshops offer practical guidance for reducing anger when dealing with parents or others who are upset, angry, aggressive or even abusive. A skill-development workshop - not merely a lecture on concepts - the techniques we teach are based on case studies, behavioral models and proven psychological principles. Through individual and group exercises, participants learn effective responses to public anger. Included in the session are simulations involving aggressive and angry "parents" and "citizens."

♦ Dealing with Public Anger: New Approaches to an Old Problem
Public anger about school issues is more common, more newsworthy and more damaging than it used to be. It is also more preventable and more manageable. In recent years, much has been learned about what causes public anger, and what works and what doesn’t work when dealing with an angry public. This half-day session offers practical guidance for reducing anger when dealing with parents or others who have concerns or complaints about school issues. Through taped simulations, participants learn how to deal effectively with people who are upset, angry, aggressive or verbally abusive.

♦ Dealing with Public Anger:  A Workshop for Support Staff
Education paraprofessionals are on the front line. Often, they are the first to encounter an angry individual – whether on the phone or in person. Knowing how to respond properly is critical. It can mean the difference between reducing the anger or contributing to its escalation. This half-day session was designed specifically for secretaries, receptionists, aides, security and cafeteria personnel, and other support staff who come in contact with students and the public. Participants analyze a variety of face-to-face and phone interactions so they can model their responses in actual situations after what they observed during the training. One component of the workshop addresses prank, threatening or other disturbing phone calls.