Media and Presentation Training
Dealing with reporters, editors and industry analysts can make anyone anxious.
In a short period of time you must convey key messages about your company
and product. Your chances of success increase significantly if you understand
how the press and analysts think and take steps to prepare for your meetings
Media training prepares spokespeople by providing information about
the press and the process of the interview. Participants are given the
tools to turn each meeting into an opportunity to dynamically tell their
company and product story.
By the end of Begley Consulting's media training session, participants
will learn the following things:
- What to expect from the press, and how reporters differ from industry
- Methods to continually reinforce your key messages during the presentation
- Strategies to answer the killer questions
- Techniques to make your press and analyst presentations more effective
- Processes to uncover your strongest stories for presentations
- Tips to correct body language mistakes
- The three keys to establishing and maintaining credibility
- How to reduce anxiety about presenting
- How co-presenters can help each other during an interview
- How to prepare for different types of press people and analysts (e.g.,
The Digger, The Buddy, The Cynic, The Pro)
- When and how to use humor with the press
We customize the sessions for each participant based on the experience
of the speakers and type of media they might encounter. We ask the CEO
and CFO more business and strategic questions; product managers are asked
more product questions. We focus on different aspects of presentation
skills based on information gathered about each participant before and
during the session. All participants perform some exercises while others
are focused on an individual. We videotape each participant during several
practice interviews. If a participant will be the primary spokesperson
for the company during the product launch, he or she gives all or part
of the launch presentation. All session participants are side coached
to provide instant feedback on their presentation content as well as an
evaluation of the strengths and weaknesses of their presentation style.
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Learn what press and analysts expect during interviews and presentations
- Acquire skills to communicate the company's messages clearly and dynamically
in every press and analyst meeting
- Develop effective presentations that tell a good story to press and
- Learn techniques to successfully take control of one-on-one and group
interviews with press and analysts
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and Length of Training Sessions
The session consists of a series of videotaped interviews, concentration
exercises, direct one-to-one coaching and a informational presentation.
Sessions run a half day with a maximum of three people. Morning sessions
typically begin at 8:00 a.m. and will last until 12:30 p.m. Afternoon
sessions typically begin at 12:30 p.m. and will last until 5 p.m.
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Instructor Team -
Customized For Your Needs
We select the instructor training team that matches the type of presentation
your spokesperson will be giving. If he or she will be talking to the
business press, we use a former business press
editor to prepare for those meetings. If the primary audience is trade
press we use former trade press editors from the computer
trade press , or telecommunications/networking
trade press. If the spokesperson is preparing for a video tape we
use a professional film and television actor.
If they are planning to appear on television, we bring in a former TV
senior news producer. Companies preparing
to meet with financial analysts for IPO road shows or quarterly meetings
will work with our former financial analyst.
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and Deliverables for Training Session
Note: It is important for the company's marketing communications
personnel to provide information and materials to Begley Consulting prior
to the actual training.
Prior to receiving any materials, Begley Consulting team members will
sign non-disclosure agreements if any information revealed during the
training is confidential.
10 -14 Business Days Before
Initial discussion with training coordinator at company to discuss non-disclosure
agreement and contracts.
Nine Business Days Before
Client provides Begley Consulting with three copies of the following materials:
- Background information on the company and the spokespeople to be trained
- Background materials on specific presentation topics
- Draft of presentation to be given at new product launch (if available)
- Samples of previous presentations (either from each speaker or company
templates if a style needs to be emulated)
- Top three message points each presenter needs to address
- A list of 20-30 specific and challenging questions that might need
to be answered for the press and analysts
- Q&A document (if available)
- Press kit materials
- Target press and analyst list
- Market information on the product/corporate category
- Any previous videotaped presentations of spokespeople
Four to Five Business Days
Telephone call with coordinator at company to discuss specific strengths
and weaknesses of each spokesperson, and to determine areas of emphasis.
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If you are like 80% of the people in the world, this is the second section
you looked at. Call me for information about how fees and expenses are determined.
Call us! (415) 668-2202
Send us email! email@example.com
Copyright © 1999-2003 Steve Begley, Begley Consulting