Increasing the odds of success Ladbrokes plc

Background:

• Ladbrokes is a market-leading global online and retail-based betting and gaming company
• With an active PR department, they were regularly called upon to provide comment on everything from the odds on sporting wins to who would win the latest reality TV show
• Such commentary is a valuable promotional tool for the business, reinforcing their name in the minds of prospective gamers
• With increasing competition, they recognised that journalists and producers would typically go with the "person" rather than the "business" - in other words, spokespeople who gave the best value in terms of confidence, competence and personality tended to be the first on the list for media comment
• Their people felt they could do better - so, after a recommendation, they turned to us for help

Solution:

• A full day's intensive, studio-based coaching working with two individuals on each day
• The training encompassed the wide variety of scenarios they could and would face - radio interviews, print interviews, location interviews, live "down the lines", studio-based interviews and telephone interviews. In addition, we also included presenting to camera to allow them to exploit opportunities as guest TV "experts" should they arise

Results:

• A significant increase in media exposure as their team increasingly became the preferred "choice" of journalists and producers, helping them beat their competitors
• The presentation coaching came in handy - one member of the team landed a regular slot on a popular magazine programme in a co-presenting/expert role, giving the company further valuable exposure
• From horse-racing to the football World Cup, Strictly Come Dancing to Big Brother - members of their team were regularly featured in print and on radio and TV
• The client was delighted and, in a testimonial the HR director said they were "full of praise for the support, guidance and expertise provided". In another testimonial, one of the manager's described it as "an unqualified triumph" describing how almost immediately after the coaching he successfully sailed through a couple of prime-time TV interviews. We continued to provide coaching for new recruits

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