STRATEGIC COMMUNICATIONS & MEDIA TRAINING

An introductory programme on the media landscape and workings of the media with a particular emphasis on understanding the importance of the media and cultivating win-win relationships with the media. The exercises bring to life learning lessons from the lecture session, giving selected participants a first taste of the skills and presence of mind required when dealing with the media in different media situations.
 

A workshop on best practices to communicate with the media and other stakeholders. The lecture session will examine the current media climate, the essentials of strategic communications and specific communication techniques. As strategic communications is not limited to the media but also relevant to other public communication platforms, participants will be taught to apply these communication techniques to different settings. Learning points will be tested through customised on-camera exercises ranging from one-on-one interviews to panel discussions or spontaneous interviews, with scenarios that will force participants to start thinking about their objective, target audience and key message.
 

The key thrust here is to provide essential grounding and hands-on simulation of the thought process required in formulating an effective communications plan. Following a short lecture on issues management, communicating with a hostile audience and correcting misperceptions, the Trainer will lead a review of client's materials i.e. past speeches, press conference statements, media clippings etc with review of playback tapes/clips on previous ambush interviews / press conferences with particular emphasis on learning lessons. This will be followed by a recap of the organisation's key messages, mission and vision, reinforced by exercises to reiterate key messages when facing a hostile audience.
 
As participants here will comprise senior management, a key objective of this workshop will be to instill in these senior personnel a deeper appreciation of their roles as leaders within the organisation in both non-crisis and crisis situations.

The morning's exercise will pair participants up to play media and interviewee until each has played both roles. This will give them an opportunity to wear both hats and hence, develop a better understanding of how the media think. The afternoon session will see participants divided into two groups where each group will have the opportunity to host a press conference and the rest of the participants will play the role of media.
 

A lecture (with case study discussion) on crises will anchor the session. Subsequently, participants will be provoked to apply their thinking and communication skills in a real-time, intense crisis situation. They will be taught practical skills on how to react to curved-balls, focus on priorities, and communicate consistently and appropriately. Teams will have to work together to plan strategic moves, implement difficult decisions and handle an often-aggressive media and stakeholders (internal and external). Participants will then implement their strategy in various situations ranging from a negotiation with stakeholders, internal briefings or a press conference.
 

A summary exercise across departments to test command, control and coordination in a major crisis that involves the entire organisation. The aim of the evolving crisis scenario exercise is to have all participants establish a collective reflex at the point of crisis. The objective here is to mirror real-life situations and crises that allow participants to play different roles to experience first hand the kind of considerations each interest group will focus on. The test here is strategic decision-making and the ability to effectively convey these quickly-formed decisions under pressure.