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.

Media Training Basics

Cover your bases with training to prepare temporary spokespersons, so you can get out in front of a crisis – until your official spokesperson is prepared and available.
How You Succeed – Financial analysts say a corporate crisis has the greatest negative impact on your organization’s value, making a timely response paramount. In the real world your official spokesperson will not always be available when the media calls, and that is why it is important to have trained temporary spokesperson to address initial media inquiries. How quickly your organization responds to a crisis determines if you are 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.
What You Will Learn – This training will help your temporary spokespersons gain a greater awareness of what is at stake for your organization and what is required to have a successful crisis response. They will also learn how to do the following: deliver an initial media statement, stay within pre-determined boundaries, use language patterns that convey openness, align with the emotions of the issue or event, communicate with empathy and credibility, avoid typical news reporter traps and much more. They will also learn how to stay on message and defer questions to the official spokesperson, while coming across as open and transparent.
The Right Experience – Our media coaches have helped many organizations prepare for crises and they have also completed Certified FEMA training for Public Information Officers. They are also Certified Master Practitioners in Neuro Linguistic Programming (NLP), the study of behavior and effective language. From environmental mishaps, to mass killings, to activist complaints, to class action lawsuits, to food borne illnesses, to industrial accidents, to oil spills and chemical releases – organizations have benefited from Benchmark’s crisis management and media strategies more than 25 years. We can give you the edge you need to succeed during a crisis with reporters and key stakeholders.


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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...

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