Effective crisis management is about leading! It requires solid crisis response strategies and know-how to lead and favorably influence stakeholder and media perceptions. Benchmark delivers crisis consulting, coaching and training programs to help you succeed.

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

Media Training Basics

Cover your bases with media training for temporary spokespersons, so you can get out in front of a crisis – until your official spokesperson is ready and available.
How You Succeed – In the perfect world your official spokesperson would be readily available when the media calls about a crisis, but in the real world there are times when you need a temporary spokesperson to address initial media inquiries. Financial analysts say a corporate crisis has the greatest negative impact on an organization’s value, so a timely response is paramount. How quickly your organization responds greatly determines if you are perceived as competent, truthful and transparent, or closed and hiding. Therefore, you need to get out in front of the story and define the crisis – instead of letting the media and others define it for you.
What You Will Learn – Benchmark’s training will help your temporary spokespersons gain a greater awareness of what is at stake for your company during a crisis and understand what must happen for your organization to succeed. They will learn a range of important media skills: how to provide an initial media statement until your official spokesperson is available, how to stay within certain boundaries, how to use language patterns that convey transparency and trustworthiness, how to align with the emotions of the situation, how to humanize your organization, how to use nonverbal cues that communicate empathy and credibility, how to avoid news reporter traps and much more. They will also learn how to stay on message and defer questions to your official spokesperson, while maintaining their credibility.
The Right Experience – Benchmark’s leaders are crisis and media experts. We are also Certified Master Practitioners in Neuro Linguistic Programming (NLP), the study of behavior and language patterns. We have a long and successful track record of training spokespersons in many industries, and have also participated in certified FEMA training for Public Information Officers. From competitor sabotage, to environmental disasters, to mass killings, to class action lawsuits, to E. coli outbreaks, to industrial accidents, to activist protests, to oil spills, to chemical releases – clients have benefited from Benchmark’s crisis management and NLP strategies for more than 25 years. We will give you the edge you need to succeed.


our blog


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...

Continue reading