A key element of cloud service provider Redcentric’s B2B PR strategy was the use of technical experts as spokespeople. With the reputation of a new company brand at stake, Skout’s brief was to ensure that every spokesperson received B2B media training to stay on message when talking to journalists.
To improve understanding of how the media works amongst the spokespeople, we introduced participants to the different job roles and pressures within the media. We then discussed the marketing context in which they were operating and how their comments as spokespeople needed to fit into this bigger picture.
Then we delivered practical training around the company’s own messaging, creating challenging interview scenarios to test skills.