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Overview
Confidence comes from experience. Experience comes from learning. A crisis is not the time to start learning. We ensure that spokespeople gain a thorough understanding of how the media pack in full cry thinks and operates. We show them how to develop meaningful messages and equip them with the skills and techniques to handle hostile television, radio and print media interviews effectively.
Real expertise
An organization's nightmare crisis is a journalist's dream assignment. If the media is not properly handled, information can become partial or distorted and the crisis escalated. Being trained by the people who put you under this pressure - our journalists - and knowing what to expect from them is valuable information in its own right. Our broadcast and tabloid specialists have been covering organization‘s crises for years.
Realistic approach
We simulate a realistic crisis situation and escalate it over the course of a day. We test spokespeople's reactions to the first press call and the deepening of the crisis, to managing the left-field issues that always crop up and the impact of citizen journalism; we finish with the challenge of successfully managing a press conference. This works in much the same way as a media training session: spokespeople practise giving interviews at each stage which are then analysed with the trainer who coaches them to improve performance.
Lots of case studies
We use lots of case studies and examine how well or otherwise organizations managed their crisis and spokespeople their interviews. As Adam Applegarth, now the ex-CEO of Northern Rock Building Society told The Times newspaper at the end of 2007,"One of the lessons I take out of all this is that you should certainly expect the unexpected, however unexpected that is."
Excellent trainer - pre
