The Situation: The stakes are high when you are asked to participate in high-profile news media interviews. This is why leaders must have the best media training or media coaching available to be fully prepared. The president of an industry association based in Washington, DC, contacted us because he was seeking to greatly improve his news media and spokesperson skills. He represents his industry on high profile news shows and is often pitted against an activist lawyer opposed to his industry’s positions and operations. He had heard about our expertise in communication, human behavior, nonverbal communication and Neuro Linguistic Programming (NLP). NLP is the study of behavior and language patterns. In addition, three major industry groups recommended us to him, and after interviewing several groups across the USA, he chose to work with Benchmark.

The Results: During two days of intense media coaching, we helped this leader greatly increase what we call his Likability Factor. His Credibility Factor was not the issue; he knows his industry and is well versed on key issues. But, he needed strategies to be more likable and approachable. He discovered how his beliefs drove his verbal and nonverbal cues and choices, and made the necessary shifts. He gained new strategies to be more comfortable and approachable under the pressure of live TV news. He also learned the difference between boxing and aligning, and how to improve his messages to be more appealing to the media and public. He walked away much higher comfort level and proven strategies to succeed with the national news media.