Communications Training
Spokespeople Tune Media Skills for Editorial Summit #330
Several spokespeople for an agriculture chemical client had little-to-no media experience and an editorial summit with target media outlets was just days away. G&S developed a communications training session focusing on how the media works, tips and techniques for print and radio interviews, and how to effectively control and capitalize on interviews. G&S used personalized message mapping exercises and on-camera interviews to fine-tune spokesperson messaging and media skills. Trainees commented that the program made them more comfortable talking with the media, especially during radio interviews. G&S’ ability to offer trainees a lifelike “practice run” was also critical in helping them capitalize on interview opportunities at the summit.
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Polishing Senior Executive Media Skills for Industry Briefing #331
Due to recent mergers and acquisitions, a major chemical client was faced with a great deal of communications overlap, making it critical to clarify executive messaging at the inaugural industry briefing to global chemicals and business press. G&S created an intense, yet supportive, training environment that focused on polishing the key executives’ media skills while simultaneously working with their respective communicators to refine messaging. The result was an integrated training session that promoted consistency of corporate messages across all businesses and tailored communications for the respective businesses, which helped the company capitalize on interview opportunities.
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Message Mapping Leads to Consistent Media Coverage #332
To support the introduction of a new business and technical innovation, G&S brought together the key marketing, sales and technical leaders of a chemical services client for a o ne-day message mapping session. G&S facilitators used a progressive series of exercises and open discussion to lead the team through a “discovery” process to identify and refine the core messages that would influence the key audiences. The resulting messages have been consistently reported “as is” across key trade, business and consumer media.
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Making the Media a Corporate Priority #426
For a company once devoid of a public relations function altogether, training executives on dealing with the media was a top priority. A media workbook and PowerPoint presentation were developed, and the first of multiple media training sessions for the company’s key executives was launched. Timing was critical, as a key annual trade show was on the horizon. Not only was the training instrumental in assisting executives with handling media interviews successfully and relaying key messages, but it also served to energize and focus them on the true value of a well planned and coordinated media relations effort.
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Crisis Plan Improves Quality of Media Response #607
To help a national trade association of the building transportation industry reduce response times to media inquiries during crises situations and to improve message clarity, G&S structured and implemented a crisis communication plan that defined relevant industry crises, defined protocol, provided key messaging for different scenarios, and outlined roles, responsibilities and chain of command for all members. Use of the plan has decreased response time from days to hours and increased the association’s ability to respond to a great number of industry issues, positioning itself as an industry leader on matters of building transportation safety.
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Message Mapping Leads to Consistent Media Coverage #708
To support the introduction of a new business and technical innovation, G&S brought together the key marketing, sales and technical leaders of this Fortune 500 industrial client for a one-day, I Power message mapping session. G&S facilitators used a progressive series of exercises and open discussion to lead the team through a “discovery” process to identify and refine the core messages that would influence the key audiences. The resulting messages have been consistently reported verbatim across key trade, business and consumer media.
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Blueprint for a Product Launch #709
G&S employed its I Power process with a cross section of technical and marketing leaders of a major agriculture company to evaluate key opportunities, challenges and potential competitive responses to a planned new product technology launch. The resulting benefits-oriented messaging helped the client justify the value of the product concept to company leadership and served as the basis for the entire communications campaign, including spokesperson training.
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Bringing Clarity to a Struggling Organization #710
When a national consumer product association comprised of manufacturers, distributors, retailers and service companies began experiencing significant organizational and membership issues due, in part, to external factors and lack of clear communications, G&S facilitated a research-based I Power session to uncover common concerns among members and prospects. A tiered message map and decision tree was created to directly address the key member hot buttons and re-establish the association as the definitive voice of the industry.
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Setting Impactful and Measurable Messages #711
To help an association of life insurance and financial services professionals re-establish its position of leadership and prestige among its membership and industry, G&S used its I Power process to create a logical and differentiated market position. Employees have reported this new clarify of message has united communications efforts and helped increase productivity.
Request the full case study #711.
Creating the Context for a Brand Portfolio #712
Following numerous mergers and acquisitions, an international agriculture and food company had strong brand images for its individual products; however, the parent brand was relatively unknown. To help bolster brand image, G&S led I Power sessions to set clear direction for the parent brand and the desired context for the product brands. The process helped identify a differentiated overall parent brand position, while also allowing for individual product brand positioning to coexist.