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.