|
Health
Authority Gets Their Message Across
- This prominent UK Health Authority
with a £200 million annual budget, was facing much public and
media interest as it merged with a neighbouring Authority. Mainly
attributable to a few unguarded comments from members of the board,
media attention was focused on the possible closure of an Accident
and Emergency unit as part of the restructuring, as well as a number
of other alleged "cuts" in its service to the community.
By their own admission, board members - who'd previously been rigidly
media-trained in the "classic style" - were collectively
lacking warmth and conviction in their dealings with the media, prompting
further suspicion at their apparent "evasiveness". In reality,
whilst bold restructuring was planned, the end result was expected
to have a positive effect on their provision of services. We were
engaged over a day and a half (Media
Interviews Masterclass) to provide coaching for the Chief Executive
and his seven board members, helping to lift their confidence, answer
questions with much more conviction and individuality and deliver
their message in a coherent and believable manner. Delighted with
their progress, subsequent weeks saw coverage improve as they pro-activley
embraced interactions with the media providing increased credibility
to their arguments. We were personally credited by the Chief Executive
for providing a "significant contribution" to this shift
in public and media perception.
Back
to top
Negative
Publicity Averted
- Our client, a household name
manufacturer of garden chemicals and plant foods, had instructed lawyers
after a gardening expert claimed on a live television show that one
of their products was dangerous and should be "thrown in the
bin". This had prompted minimal press coverage but, unless a
settlement was swiftly achieved, it could escalate to the possible
detriment of the company concerned if a protracted legal case resulted.
Whilst scientific evidence suggested the claims were unfounded, any
publicity could instil doubt into customers' minds. As a result, a
spokesperson from the company was invited onto the programme to put
their case and it was at this stage that we became involved. Over
half a day (Fast-Track
VIP Coaching for Media Interviews), we worked with their representative
- a media novice - to prepare them for their first on-screen encounter.
Terrified at the prospect of such a pivotal opportunity for their
employer's fortunes, we built their representative's confidence with
a wide variety of possible scenarios, fully preparing them for the
following day's programme. The show went ahead and, despite tough
questioning from the programme's "expert", our client presented
a convincing case in a charming, believable and congruent manner -
so much so that their inquisitor announced at the end of the interview
that they'd been mistaken in their negative view of our client's product.
Therefore, not only had any possible bad publicity been averted, but
customers watching were likely to have more confidence in the
product than if this interview hadn't taken place.
Back
to top
Teleshopping
Success
- Our client, a leading manufacturer and distributor
of salon beauty treatments, was already regularly featured on the
UK's largest TV shopping channel. Feeling they could do better, but
perhaps slightly sceptical of the benefits of training, we were brought
in to provide just a couple of hours coaching for their on-screen
representative with the hope of increasing sales (a combination of
Fast-Track
VIP Coaching for Media Interviews and Television
Presenter Training). The results were phenomenal, with the very
next appearance resulting in a near sell-out of their products. With
on-going coaching, they launched their products on America’s
most popular shopping channel, resulting in similar success and a
regular slot.
Back
to top
Medic
In the Media
- Our client,
a leading medical consultant, was retained as an advisor for a world
famous nautical race. Much publicity was expected, and the prospect
of on-board injuries and medical comment on the sailors' journey was
extremely likely. Wanting to put a positive spin on such media interaction,
we were engaged on the wishes of the sponsors to ensure that our client
was well-prepared. Having previously had little contact with the media,
our client was nervous at the prospect of facing the press on behalf
of such a prestigious competition. Over a series of short sessions
(Fast-Track
VIP Coaching for Media Interviews), we helped
bring to the surface his true personality and helped him explain complex
medical subjects in a way that would be understandable and "newsworthy".
As a result, his animated and entertaining delivery ensured that his
comments were frequently requested, providing both our client and
his sponsors with much positive media coverage. And, as an aside,
our client subsequently told us that by using some of the techniques
we'd taught him, his improved presentations to fellow colleagues had
resulted in a marked increase in business for his practice.
Back
to top
Big
Brother
- Channel 4's, "Big Brother" was a
brand new phenomenon and our client, one of it's most prominent stars.
Snapped up by one of the country's top agents, they contacted us in
a panic as it became apparent that their client wasn't prepared for
the inevitable media and public interest. Our task was threefold -
to prepare him for media interviews, build his confidence and public
speaking skills for the round of upcoming P.A.'s in clubs around the
country and to turn this former IT specialist into a television presenter
(with elements from Fast-Track
VIP Coaching for Media Interviews, spoken
communication training and Television
Presenter Training). We spent several hours with him at the height
of Big Brother fever and, whilst preserving his innate humility and
charm, helped him build enough confidence to face the media and the
public. Shortly afterwards, he became the guest presenter on a leading
terrestrial television show. Both our client and his agent were delighted.
Back
to top
|
