MEDIA TRAINING
SEEING MEDIA AS AN OPPORTUNITY TO
TELL YOUR STORY
ENGAGING ATHLETES,
COACHES AND STAFF
Combining decades of experience working inside AFL club media departments and as a reporter and commentator for major media outlets, I have designed my programs to shape athletes, coaches and staff to see every media interview as an opportunity.
As Australian codes continue to follow trends set by sports abroad, increased media coverage and access provide an opportunity for the people central to the sport to celebrate their unique story, connect with fans, shape personal and organisational brands, proactively manage issues, and influence the narrative.
I work hand in hand with organisations to curate media training programs specific to the needs of their group, understanding that the challenges and opportunities each organisation and their people face can be vastly different.
All three programs have a strong focus on being interactive through open discussions, watching relevant media clips, putting learnings into practice and giving feedback in real time to mirror the approach of high-performance programs.
Above all, my media training programs are approachable. I believe media should be enjoyable and rewarding as it is the greatest avenue to talk directly to the fans.
MEDIA TRAINING PROGRAMS
MASTERING MEDIA
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Building an understanding of the media landscape and creating engaging athletes who see media as an opportunity.
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1.25 hour workshop
1-4 year players
In person or online -
$2,000 ex GST
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Kylie Crowley
Manager Programs and Wellbeing, Australian Cricketers’ Association
Sarah’s sessions are always fun, engaging, and tailored to the players’ needs.
Sarah is incredibly open to new ideas and has been a fantastic collaborator, always willing to work with us to ensure we deliver the best outcomes for our players.
Her ability to connect with them and provide practical, real-world insights has made a lasting impact, especially during the New Player Induction Camp.
Sarah’s presence and expertise have been key to the program’s success, and we’re grateful for her involvement.
IMPACTFUL STORYTELLING
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Creating athletes who appreciate the power of media and have the skills to influence and shape personal and club narrative.
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3 x 1.25 hour sessions
Best suited for Emerging Leaders
In person group of up to 8 -
$5,000 ex GST
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Tash Lewis
Head of Media Collingwood Football Club
We highly recommend Sarah’s media training programs.
Sarah took the time to work with us to create a specific program for the emerging leaders of our AFL program. Each session was highly informative and engaging, with a clear purpose and learnings, and Sarah creates an environment where everyone feels comfortable to contribute. Our players finished the program with a greater understanding of their purpose and role when adding comment in the media.
The players left with a greater confidence and interest to be a part of future appearances.”
ELEVATE YOUR NARRATIVE
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Evolving good storytellers into influential storytellers with a sharpened view of their personal and club brand.
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One-on-one sessions
Best suited for players, coaches or staff in leadership roles or with an eye on life after sport -
Starting from $3,500 ex GST
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JASON BEHRENDORFF
AUSTRALIAN CRICKET PLAYERWorking with Sarah to develop a keynote speech has been an extremely rewarding process.
Sarah has a unique ability to bring conversations to life and has shown me key themes that interlink my story together.
I now have confidence to say yes to opportunities even when they arise at short notice.”
SA Media Athletes
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Charlie Curnow
Carlton Football Club
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Josh Daicos
Collingwood Football Club Premiership Player
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Madi Browne
Former Australian Netball and Fox Netball Commentator
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Travis Boak
Port Adelaide Football Club Games Record Holder
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Sam Konstas
Australian Cricket Young Gun
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Josie Dooley
South Australian cricketer and stroke survivor
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Nate Caddy
Essendon Football Club Young Gun
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JASMINE GARNER
North Melbourne Premiership Captain
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Jason Behrendorff
Australian Cricketer
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Jagga Smith
Carlton Football Club Young Gun
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Darcy Cameron
Collingwood FC All Australian Ruckman
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Maddy Prespakis
AFLW Best & Fairest Winner
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Cooper Clarke
Melbourne Storm Young Gun
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Libby Birch
4 x AFLW Premiership Star
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Isaak Kako
Essendon Football Club Young Gun
Brilliant people I have worked with
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![SA Media Training client Cricket Australia]()
CARLA DZIWOKI - CRICKET AUSTRALIA PLAYER DEVELOPMENT MANAGER
I have complete confidence recommending Sarah to work with our Australian cricketers.
Sarah has an incredible knack for helping people tell their stories in a unique and engaging manner.
She helps them understand, connect with, and adapt to their audience as their most authentic self.
Sarah equips individuals with the tools to hit the ground running and has a talent for highlighting strengths that truly sets an athlete apart.
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![Sarah Ashmore Leaders Media Training Client Collingwood FC]()
TASH LEWIS – COLLINGWOOD HEAD OF COMMUNICATIONS & PR
We highly recommend Sarah’s programs.
Each session was highly informative and engaging, with a clear purpose and learnings, and Sarah creates an environment where everyone feels comfortable to contribute.
Our players finished the program with a greater understanding of their purpose and role when adding comment in the media.
The players left with a greater confidence and interest to be a part of future appearances. -
![SA Media Training Client North Melbourne FC]()
STACEY OATES - Head of Media & Corporate Affairs
We engaged Sarah and her expertise to run a Mastering Media session with a small group of our AFLW leaders.
Sarah’s professionalism is second-to-none and to say it was time well spent is an understatement.
Not only did Sarah create an engaging environment, her personal touch meant our players felt comfortable as soon as they walked in the room.
Sarah’s time working in professional sport is such an asset, and it’s clear she understands how to get the best out of the athletes she’s working with.
Sarah challenged the players to think differently and to view media as an opportunity which was well aligned to our overall media philosophy as a club.
Our players walked away having gained confidence and a further understanding of how they can utilise media more strategically.
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![Sarah Ashmore athlete media testimonial Scott Pendlebury]()
SCOTT PENDLEBURY - COLLINGWOOD PREMIERSHIP PLAYER
Working with Sarah, she delivered clear and concise messaging that enabled me to have the confidence to respond to media and engage in conversations with a comprehensive understanding.
Above all, Sarah is a highly trusted person in our organisation and built strong relationships with players, staff and personnel across the wider media community. -
![Sarah Ashmore one on one media training client Jason Behrendorff]()
JASON BEHRENDORFF – AUSTRALIAN CRICKET PLAYER
Working with Sarah to develop a keynote speech has been an extremely rewarding process.
Sarah has a unique ability to bring conversations to life and has shown me key themes that interlink my story together.
I now have confidence to say yes to opportunities even when they arise at short notice. -
![SA Media Training Client Australian Cricketers Assocation]()
KYLIE CROWLEY - MANAGER PROGRAMS AND WELLBEING AUSTRALIAN CRICKETERS' ASSOCIATION
Sarah’s sessions are always fun, engaging, and tailored to the players’ needs.
Sarah is incredibly open to new ideas and has been a fantastic collaborator, always willing to work with us to ensure we deliver the best outcomes for our players.
Her ability to connect with them and provide practical, real-world insights has made a lasting impact, especially during the New Player Induction Camp.
Sarah’s presence and expertise have been key to the program’s success, and we’re grateful for her involvement.
