Effective reputation management strategies must be in place to weather bad news. The right crisis management programs, stakeholder engagement and media crisis training can make the difference. Benchmark delivers first-rate crisis communication training, consulting and coaching programs to help you succeed.

Our crisis communication experts are also Certified Master Practitioners in Neuro Linguistic Programming (NLP), the study of human behavior and effective language strategies.

Media Crisis Training

Prepare to succeed when stakes and emotions are high – and your organization’s reputation is on the line.
How You Succeed – Choosing the right spokesperson can mean the difference between recovering from a crisis – or making it worse. You are the face of your organization when you serve as a spokesperson and it is imperative you have the skills to connect with people at an emotional level as you tell your organization’s story. Studies reveal that emotions trump data when people make decisions, and reporters focus on emotions during a crisis. Journalists and stakeholders know at a subconscious level when you believe in what you are saying at an emotional level, versus when you simply deliver talking points. Our leaders are media and crisis experts, as well as Certified Master Practitioners in Neuro Linguistic Programming (NLP), the study of behavior and language patterns. We have studied crises and emotions for years, and our approach will greatly improve your media capabilities, so that you can humanize your organization during a crisis and succeed.
Comprehensive Training – With the right coaching, you can increase your Credibility and Likability Factors, which makes for a winning combination. The Credibility Factor has to do with presenting clear, believable and compelling information; the Likability Factor has to do with how you deliver that information to connect at an emotional level. In addition, you will learn a host of other key media strategies: how to manage the interview, how to stay on message, how to “align” with negatives, how to avoid typical reporter traps, how to be more comfortable and focused, how to avoid “boxing”, how to better organize messages, how to not look over-coached, how to handle the most challenging questions – and much more!
Ready To Respond – Benchmark has a long and successful track record preparing spokespersons for a range of media encounters – local news outlets, 60 Minutes, the New York Times, The Globe and Mail, Fox News, CNN, ABC, CBS, CNBC, Bloomberg News and others. In addition, our team also successfully completed certified FEMA training for Public Information Officers. From environmental disasters, to mass killings, to class action lawsuits, to E. coli outbreaks, to industrial accidents, to activist protests, to oil spills, to food contamination, to chemical releases – clients have benefited from Benchmark’s crisis and NLP strategies for more than 25 years. We can give you the edge you need to succeed during a crisis.


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Crisis Leadership: When All Hell Breaks Loose

About every eight years, C-SPAN asks 90-plus presidential historians to rate US presidents for their overall leadership effectiveness. It is not surprising that communication and crisis skills are at the heart of these rankings: Public persuasion, crisis leadership, vision / agenda setting and...

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Crisis Leadership