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CASE STUDY: Harnessing the Power of the Media WorkshopPatricia Kennedy Communications offers individualized coaching for managers and senior staff who are charged with communicating with the media (print, TV, radio) on behalf of their company or organization. Trainees spend two full days in an intensive and interactive workshop to learn how the media works. The workshop is augmented with videotaped interviews so that the trainees learn how to:
Working with Teak Media, PKC recently conducted a workshop with the manager of policy development and communications at the Division of Local Services, the Massachusetts Department of Revenue. Previous to the workshop, the manager had responded to media inquiries with no pre-determined strategy or key messages. She was disappointed with the resulting news stories and features, lamenting that "the reporter got the story all wrong." Through the training, the manager gained a thorough understanding of how the news business works, its driving factors, the way reporters go about gathering news, and the potential dangers of dealing with the press. We also worked with the manager to develop key general messages and a strategy to develop messages for specific situations. The trainee also developed an understanding of how to best protect the interest of her organization. ResultsAfter the two day workshop, the manager had a written set of key messages, interview skills training, and a set of strategies for anticipating and managing issues. She had also gained a sense of confidence that she could respond to questions and manage the interview so that the reporter would get the story right. |
Deal Confidently With the Media! "It was MUCH easier (after the training). I knew exactly how to respond to questions, and I was constantly framing the conversation around the Division's 'message.' I've spoken to a few reporters (including her) since the training, and it has been like night and day." Thank you!!! |
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