MEDIA TRAINING

Interviews with the media are a great way to build relationships with key journalists in your sector. Successful interviews also generate coverage to boost brand awareness. They help you effectively convey key messages to your target audience too. However, before jumping into a live interview situation or even speaking with a journalist over the phone, it’s important to make sure you’re fully prepared.

page down

Chances are, you’ve spent a huge amount of time and effort perfecting your business’ messaging and building its reputation. So, it’s important that every interaction you have with the media supports this and reflects your business in the best possible way.

Our comprehensive media training workshops demystify the media and equip your key spokespeople. They’ll come away with all the tools and techniques needed to stay on message and make the opportunity a success, no matter what an interviewer may throw at them.

Our approach to media training

There are many instances where your key spokespeople may need to talk to the media, and every reason they need to be prepared. They could be proactively launching a new product. Or, they may be making a reactive statement in relation to a recent headline that affects your industry. Media training can make all the difference in how a spokesperson comes across and how the brand is perceived.

Our tried and tested approach makes sure that your spokespeople are fully prepared for every situation;

  • We start by understanding your business, its media landscape and market position, to ensure a bespoke training package is created.
  • To create insight and understanding amongst your key spokespeople, we introduce them to the different roles within the media, the pressures they’re under, and the types of opportunities available.
  • Then we look specifically at the spokesperson’s involvement; the marketing context in which they’re operating and how their comments need to fit into this bigger picture.
  • After this we move onto practical training; we create several challenging interview scenarios to put spokespeople under a degree of pressure.
  • Each spokesperson’s interview is then reviewed and analysed. We talk through the strengths and weaknesses of the performance and offer detailed advice on areas for improvement.
  • We can also provide video footage of the interview practice so spokespeople can refer back to it and use it as a tool for ongoing improvement.

How can we help?

Whether your spokespeople are facing their first media interview, or they have previous experience and simply want to sharpen up their skills, we can help. Here are some of the benefits we deliver;

  • A greater understanding – both of the wider media context, and the importance of interacting with journalists appropriately.
  • Establishing your spokespeople as confident, effective commentators – they’ll be armed with all the tools to deal with a variety of media opportunities.
  • Brand building and increased brand awareness – you can be confident that mentions in the press will be directly aligned with key marketing messages.
  • Greater consistency – we can replicate the same training for key spokespeople across the organisation. This creates the shared understanding needed to convey company messages clearly and consistently.
  • Active media relationship building – Once your spokespeople are perceived as effective and adding value, journalists are more likely to rely on you as a future source, leading to more opportunities.

Case study

We provided B2B media training to managed IT and cloud services provider, Redcentric, to help keep all its spokespeople on message in the media.

CONTACT US TODAY ON

info@skoutpr.com

01625 869418

READY TO FIND OUT MORE? SEND US A MESSAGE

BROWSE MORE OF OUR B2B PR SERVICES

Press release writing and news media coverage

Well written, targeted press releases have been a PR staple for decades, and they still sit at the heart of most successful B2B PR programmes. In fact, the press release can be the key to unlocking several crucial marketing communications goals – from targeted brand awareness to high domain authority link building (SEO). However, journalists receive so many press releases of varying quality that working with experts like us to write and pitch news stories will help yours to get noticed.

Read more

Media article writing

B2B organisations have a wealth of knowledge that can be used to generate articles and blogs for the press, social media and the web. Doing this offers many B2B PR benefits, from brand awareness to SEO.

Read more

Social media strategy

Today, social media is essential to any business’ marketing strategy. It enables brands to increase their online presence, engage key audiences and drive website traffic. A reactive approach to social media by ‘posting for posting’s sake’ isn’t enough.

A carefully planned social media strategy maximises your investment. Strategic planning can help increase brand awareness, ensure audiences are targeted effectively, and boost following and engagement. It will also help generate a wealth of data which can be analysed to understand your audience and their needs more.

Read more

Social media audit and strategy

Social media campaigns can deliver many business and marketing benefits. Increased brand awareness, driving inbound traffic, improved customer satisfaction and lead generation are just a few of these outcomes.

You may have already developed a following on Twitter or LinkedIn, but want to boost engagement. Or, maybe you’re thinking about building your presence on another social media channel, but aren’t sure where to start, what content to post, or how to engage with your followers?

Read more

PR FOR DEMAND GENERATION

B2B PR plays a big role in demand generation. It’s all is about showing how an organisation’s products or services can help solve pressing business challenges. Whether that’s through thought-leadership, product reviews, corporate profiling or customer stories, a sound demand generation PR strategy can make a huge difference to whether people move from basic awareness to consideration and purchase.

Read more

PR CONSULTANCY

If you’re looking to raise brand awareness, compete in a crowded market, drive web traffic or reach new audiences, it might be time for your business to engage in PR. However, a long-term and strategic approach to PR is needed if you really want to put your business on the map, educate target audiences on what you do and why they should choose to work with you. You’ve decided it’s time to take the plunge but where do you start?

Read more

B2B PR CAMPAIGNS

A well-executed B2B PR campaign can have a significant positive impact on the reputation of your brand, attracting global, national, regional and trade media attention as well as boosting sales and enquiries. However, knowing where to start and how to roll out a campaign that meets your objectives can be a huge challenge.

Read more

PRODUCT & SERVICE LAUNCH PR

Whether your company is just starting out, or you are already a market leader in your sector, launching a new product or service can come with its challenges. Buyers may well know little or nothing about your product, meaning that you must establish recognition and trust with potential customers. Using PR to create a backdrop to your launch is crucial for engaging key audiences. A strategically planned PR campaign, integrated with other marketing activities, helps to build brand awareness, create influence, educate the market and ultimately create interest and trust.

Read more

B2B PR

B2B as a discipline has changed significantly in recent years, evolving to meet a very different set of needs from businesses who want to raise awareness of their brand in an increasingly competitive market. There has been a growing focus on consumer led tools such as social media and marketing automation in B2B to help create a more personalised approach to marketing.

Read more

BROADCAST PR

With so many people tuning into the TV or radio, broadcast media coverage helps expose businesses to mass audiences, building brands further than many other media results can. And with a clever approach, even B2B organisations can get their brand on popular TV programmes, radio shows and podcasts, often exposed to audiences of millions.

Read more

CORPORATE PROFILING

In many ways, the people within a business are the brand. There are many B2C brands today that people automatically associate with the entrepreneur or individual behind the business. And even in B2B, personality is a big differentiating factor that can help to set you apart from your competitors. Although your business isn’t necessarily trying to appeal to the masses, it’s important to remember that people buy from people, so bringing the human side of your brand to the foreground is important.

Read more

VERTICAL SECTOR PR

Vertical sector PR shows your potential and existing customers that you understand their world. Whether they’re in retail, finance, manufacturing, or another market, showing your knowledge of their challenges, opportunities and priorities – can help to win them over.

Read more

CUSTOMER PR

We live in an age of reference and it’s estimated that nine out of 10 people look at online reviews for the products or services they want to purchase before making their buying decision. It’s no secret that 70-90% of the buying journey is done before a customer contacts the vendor and that’s why it’s more important than ever before to ensure customers are an essential part of your PR strategy.

Read more

PR STRATEGY

If you’re thinking about using public relations to help raise the profile of your business, then the first thing to establish is a clear and relevant PR strategy. Doing this ensures your PR efforts showcase your brand and business reputation in the most effective way.

Read more

REGIONAL PR

Boosting your business’ presence within its local area is a crucial part of many PR strategies. It can help you build solid relationships within your community and promote a positive brand image to regional stakeholders. These include employees and local customers, to the wider business community.

Read more

INFLUENCER RELATIONS

Many B2B marketers are extending their PR and media relations programmes to include a wider base of industry influencers. They’re onto a good thing, because association and engagement with influencers can push their brand to the next level. It also helps with recommendations and achieving recognition with the most difficult to convert prospects.

Read more

ANALYST RELATIONS

Effective industry analyst relations can make a huge difference to whether you make it on to a buyer’s preferred supplier list or not. As influencers, analysts are held in high regard by potential customers and can unlock solid business opportunities for you. They’re among the most important people to have on your business’ side. Influencing and informing your sector’s analyst community can also help to increase your brand’s reference-ability, through inclusion in sector reports, newsletters, periodic updates and media coverage.

Read more

MEDIA TRAINING

Interviews with the media are a great way to build relationships with key journalists in your sector. Successful interviews also generate coverage to boost brand awareness. They help you effectively convey key messages to your target audience too. However, before jumping into a live interview situation or even speaking with a journalist over the phone, it’s important to make sure you’re fully prepared.

Read more

SEO & LINK BUILDING

As most searches for products or services start online, it’s important to make sure that your website is properly optimised to give you a chance of standing out from your competitors. Appearing as high up as possible on relevant search rankings is crucial, and as the majority of internet users don’t click past the first page of search results, this is where you need to be.

Read more

NATIONAL PR

Making the move from a regional PR approach to presenting your company to a national audience can deliver significant opportunities to your brand. Whether you’ve taken a conscious decision to offer your product or services outside of your region or if you’ve concluded that your audience may remain regional but that they’re accessing national media, Skout can help. Taking your brand to national level can bring with it complex challenges – expanding brand awareness, targeting new press and creating new customer profiles – but successfully gaining your place in key national titles lies with having the right stories to tell.

Read more

Get in touch?