CHALLENGE
The Management group wanted alike media understanding and interview training in preparation for dealing with the media, as they had experienced several negative news stories about customers unhappy with their pricing and subscription policies. Furthermore, they wished to become so good at giving interviews they would be chosen by journalists as industry experts.

FOCUS
Insight into how to become so inspiring and of such interest journalists would contact their chosen spokespeople again and again. Advising on the tough reality of the media that spokespeople must be able to navigate, in terms of SoMe as well as the press. We were also trained to interact with journalists and handle different interview situations with a strategic and personal communication style. We developed core messages and practiced interview techniques tailored to the company’s business focus.

RESULT
Several members of the leadership team gained the courage to stand up in the media and respond to critical stories after message training, and gained methods to engage with critical journalists in a transparent and honest, yet strategic manner. Members of the leadership team were also subsequently interviewed as experts.