Television and radio interview training will be available for independent retailers taking part in the 2007 My Shop Is Your Shop campaign.
Retailers will be nominated by wholesalers throughout the country and invited to attend a media training day at a Birmingham hotel.
The coaching will be undertaken by professional public relations experts using video cameras in mock interviews.
Alan Toft, MSYS chairman, said: "We must take every media opportunity to remind the consumer of the value of the sole trader and family business c-store, newsagent and rural shop.
"Our overall umbrella public relations plan is based on achieving local and regional media coverage supporting the independent and we need retailers who are trained and confident if a TV camera or radio interviewer comes to the store."
Media training was initially undertaken last year as a pilot scheme and the lessons learned will now be implemented to give retailers a more comprehensive day of coaching.
Media training is one of the elements in the new MSYS plan for National Independents' Week.
Kits containing T-shirts bearing the logo "Local And Proud Of It", caps, balloons and window stickers will again be distributed free to retailers who sign up for the campaign.
MSYS will also produce a new MSYS manual for retailers explaining how to maximise their involvement in the local community as a trading activity.
New this year will be a manual for cash and carry and delivered depot managers. This will explain the objectives of the MSYS campaign and help depot managers to answer questions from their retailer customers.
"More ideas are now being investigated to make the first NI Week the biggest consumer awareness activity ever for independents," said Toft.
Will Government proposals to ban the display of tobacco in retail premises damage the wholesale sector?
