The Situation: Executive media coaching is a must when the news media request an interview for high-profile topics. The right media skills can make the difference between success or failure. Fox News Network invited a Fortune 100 Company to appear on one of its shows, because the FTC had ruled against the company on a key issue. The company did not agree with the ruling, and wanted to use this media opportunity to influence public perceptions. The company asked us to help them assess the issue, develop messaging and prepare their spokesperson, so they could effectively tell their story on Fox News.
The Results: We collaborated with their PR group to achieve their goals. We analyzed the issue from various stakeholder perspectives and then developed key media messages, as well as Q&A strategies. We coached their spokesperson to help him be more comfortable and prepared for a range of possible interview scenarios. His appearance on Fox News exceeded their expectations. He came across as comfortable, credible and approachable. He had great rapport with the news anchor and their PR team felt they surpassed their organization’s goals.