Who is telling your story?
The world is increasingly cluttered, increasingly noisy.
Every news program features generic spokespeople mouthing ‘truths’ along side other generic spokespeople who also seem to tell the ‘truth’. Any organisation trying to speak out about an issue has to compete with multiple channels and multiple experts.
What’s true? What’s not? Who do you believe? In most situations it no longer matters – people generally believe a message as long as it is perceived as credible and repeated from multiple sources.
Even though the power of the media has fractured, it still remains a crucial way of getting information to key stakeholders.
Burson-Marsteller has a suite of training programs that will give you a voice to cut through the cacophony of media noise so you can tell your own story. Developing media strategy and providing counsel are crucial elements of this media training offering.
EMPOWER
Competent media performers share similar characteristics; they have simple, clear messages, are in control, clearly know their topic and are comfortable in their own skins. Such outward signs of credibility and competence are the result of an empowered performer, and empowerment is built on knowledge, insight, superior skills and practice.
INSIGHT
Participants learn the ‘how’ – and most importantly – the ‘why’ of the media, with particular focus on the post-convergent world of digital technology and multiple platforms. Lessons in effective media interview techniques are shared with participants. Such depth of understanding provides participants with insight on how the media works and how best to help them deliver your story.
SKILLS
Building on the insight, participants learn fundamental skills to ensure they can prepare for and deliver effective media interviews in any situation. Multiple interviews are conducted during the day, with the opportunity to play back each interview for critical analysis and learning.
OUR APPROACH
The media training sphere is filled with experts – mostly ex-journalists who operate either independently or via a public relations consultancy. Whilst the level of professionalism is considered very high, it tends to focus on skills-based learning. It is generally about formulaic training to pre-determined criteria; about training performing monkeys!
What sets B-M media training apart is the underlying integrity of its theoretical base, and training based on learning and understanding, not just performance. Participants completing B-M media training understand why they must prepare for media engagement and have the tools and the insight to be able to make decisions that will influence the strategy behind each media interview in which they choose to participate.
The team of media trainers at B-M are all mature professionals drawing on experience as both journalists and as communication strategists. B-M media trainers understand that a media interview is only a tactic in a much larger strategy. Objective-driven performance is central to our approach.
The curriculum has been developed by a communication professional with academic grounding as well as practical experience as a media trainer. The result is a training continuum that is built on pedagogical underpinnings to ensure that each program meets the training needs of the participants. Specifically, the continuum is structured around principles of reflexive learning, using the notion of double-loop reflection on practice.
This approach combines theory and practice to ensure that learning is an ongoing balance of learning through thinking and doing.
BESPOKE TRAINING
Training is designed to the specific needs of the individual or organisation. All participants complete a pre-training questionnaire to ensure the training is tailored to their level and specific needs. The B-M trainer will also work with your organisation to develop appropriate media scenarios to stretch each participant.
INDIVIDUAL OR GROUP
We insist on keeping the number of participants small to ensure the best possible learning outcomes. That’s why we limit each media training session to a maximum of four people per full day, or three people per half day training. One-to-one training programs can also be provided for specific coaching.
THE MEDIA TRAINING CONTINUUM
B-M Australia’s media training continuum consists of three articulated courses, each building on the other, scaffolding knowledge and skill level as they build in intensity.
The three steps are:
1. Introductory
2. Professional
3. Expert
The continuum is supported by additional services such as strategic media counsel, specialised message development and issues management frameworks.