Today's leaders are expected to have top media skills - and effective media strategies are "gold" because you can connect people to your brand in a way that is not possible through traditional marketing and advertising campaigns. Benchmark delivers quality media training, consulting and coaching programs to help you tell your story to the media and influence key stakeholders!

Our media experts are also masters in Neuro Linguistic Programming (NLP). NLP is the study of effective language and human behavior patterns.

Crisis Media Training Basics

Media Basics – Temporary media spokespersons are an essential part of a comprehensive crisis plan. When crisis news breaks, your official media spokesperson needs time to gather information, confirm facts and prepare. Yet, news reporters and social media "citizen journalists" will not wait; they will quickly fill the information void! This crisis media training basics workshop fully prepares your temporary media spokespersons; they get the basic media training skills your organization needs to succeed. Our team of expert media trainers will show your temporary spokespersons how to favorably influence news media and public perceptions with initial media statements until your official spokesperson is ready to go.
A Timely Crisis Response – Financial analysts agree that a corporate crisis has the greatest negative impact on your organization’s value, making a timely crisis response paramount. In the real world your official spokesperson will not always be available when the media calls, making temporary spokespersons important to your overall crisis communication goals. A quick crisis response influences if your organization is perceived as honest and transparent, or not. Therefore, it is crucial that you get out in front of the story and define the crisis; otherwise, the media and others will define it for you.
Temporary Spokesperson Skills – This training will help your temporary spokespersons understand what is at stake for your organization and what is required to have a successful crisis response. They will learn a range of essential basic media training skills: how to deliver an initial media statement; how to stay on message; how and when to defer to the official spokesperson; how to use language patterns that convey openness; how to align with the stakeholder emotions; how to communicate with empathy and credibility; how to avoid typical news reporter traps and much more.
Expert Media Trainers – Our media coaches have helped many organizations prepare for crises and they have also completed Certified FEMA training for Public Information Officers. In addition, our leaders are Certified Master Practitioners in Neuro Linguistic Programming (NLP), the study of behavior and effective language; this expertise has allowed us to better understand emotions in a crisis.
Issues Management – Fortune 500 groups and others have benefited from Benchmark’s issues management, crisis management and crisis media strategies for more than 25 years. We have developed messages and crisis strategies for a range of issues: environmental mishaps, competitor meddling, fraud, mass killings, activist protests, explosions, terrorist activity, class action lawsuits, food borne illnesses, industrial accidents, oil spills, chemical releases and more. We will give your temporary spokespersons the edge they need to succeed during a crisis.
Related Articles:


our blog


Proof Why Leaders Need Ongoing Media Coaching: Ken Starr’s Train Wreck of a Media Interview

No one would purposely drop their CEO or other top leader in the middle of the ocean without a life jacket. Right? Yet, you continually see unprepared leaders go on camera for important news media interviews. This just happened to former Baylor University Chancellor, Ken Starr, during an interview...

Continue reading