Electric Airwaves was born in 1983 to serve the needs of Communications Directors. Our media training helps teach their spokespeople both what to say and how to say it.
Operating globally from our central London TV and radio studios, we have delivered media training for almost half of the current FTSE100 and thousands of other organisations in the private, public and third sectors, along with high profile individuals in politics, the arts and sport.
Our company’s story is entwined with the UK’s media revolution over the last 40 years and its impact on the role of Communications Directors. The proliferation of broadcasters and newspapers since 1973 has made PR and Communications a more proactive business.
Since the recession of 2008, business has moved from being tucked away between features and football to the front page. Corporate reputation is now out on the frontline.
Communication Directors seek to influence bloggers and social media 24/7 as well as journalists. More than ever, organisations need to create a single memorable story that everyone can remember and repeat. They still need spokespeople to talk to journalists; they also need a clear, concise and compelling story that everyone in the organisation can communicate confidently and consistently. Communication Directors are now the organisation’s story police and everyone needs to say the right things.
Electric Airwaves provides industry leading media training to enable spokespeople to communicate the organisation’s story credibly and memorably. This is and has always been Electric Airwaves’ mission.
How is Electric Airwaves’ media training different?
Our team of 70 UK and overseas-based journalists has the insight, experience and expertise to develop stories with you that will resonate locally. They then teach spokespeople the techniques that will enable them to communicate your story effectively and for specific print and broadcast media outlets in the UK and across the world.
We look to match clients with the right journalist, whether for reasons of chemistry with senior executives or area of journalistic expertise. Our team is based in the UK, across continental Europe, the USA, Australia, India, Dubai, Egypt, Ivory Coast, South Africa, South Korea, Japan, Hong Kong and China.
Practicality is the cornerstone of our story development work and practice is at the heart of our training sessions. When you need to answer a media question or give a speech, this is where the rubber meets the road. It’s not about theory, it’s about the practicalities of what you’re going to say. So we put you on the spot in our central London TV and radio studios, just by the BBC in Oxford Circus, where you can experience exactly what it’s like to be on stage and in front of the cameras, free from the distractions of the office. Recording, playing back and reviewing with the journalist means that theory is imbued with the practical; each participant undertakes mock interviews and presentations that are rooted in their role, responsibilities and the issues that they will face.
Because we don’t operate on a monthly retainer, we’re not afraid of telling you the truth about your story and messages – however hard it is to hear. We have your best interests at heart. If your spokesperson fails, we would have failed. So we are invested in your success.
Spokespeople only get one chance to impress when telling their stories, so we have to challenge you – firmly and appropriately. We use the principles of journalism to stress test each story. Is your story really true? Will it hold up in good times and bad times? Is it clear and compelling? If not, we’ll test the language and ideas to get it right, ready and fit for purpose.
We don’t deliver generic templates – we fully research your issues to create a training programme that is specific to your corporate needs and tailored to the participants and the media scenarios you anticipate them facing. It is not our style to bring people in, chop them off at the knees and rebuild some kind of automaton. While each session is challenging and intense, we go with the grain of participants’ personalities and build their confidence and skills throughout the day.
What We’re Like To Work With
We’re definitely EXPERT. We blend the disciplines of journalism, PR and branding to guide our clients. Our MD worked in corporate communications for a FTSE 100 company and was a government Special Adviser; all our trainers are journalists; we’ve been going for over 30 years – so you could say we know what we’re doing. And we always have an eye – and an ear – for what’s coming next.
You’ll find us FRIENDLY, for at heart we’re a people business. Creating warm and friendly connections makes for a successful business and achieves greater results for our clients.
We like FUN. Practical, frontline reputation management is a serious business. But we believe in making sure our clients enjoy the learning process. So you’ll often hear laughter across the office and from our studios during a training session.
And we’re WELCOMING. Dealing with the media and finding your message and voice can be a daunting task. So we create a warm environment that makes our clients feel comfortable, less intimidated and ready to learn the art of practical, frontline reputation management.