Monday, December 28, 2009

One Size Does Not Fit All

My point of difference in the media training landscape is a complete rejection of the cookie-cutter approach to media training. It is far more effective to tailor the training to the exact needs of the client and for participants to come out of a session with skills and content they can actually use in their day-to-day work rather than having spent hours being served up a generic course that does not relate to their sector. A company looking to make waves in the travel and lifestyle media with a new hotel property has very different needs to a company needing a communications strategy for a pending listing on the ASX or a firm needing crisis media advice. One size does not fit all.

I have two decades’ experience in the media as well as thousands of hours of training experience with major global as well as local Australian businesses. My training work includes one-on-one media training, communications strategy and coaching with senior executives in the public and private sector.

Sectors include:
Arts & Entertainment • Biotechnology • Education • Financial services • Healthcare • Infrastructure • Local government • Major retailers • Resources • Professional Services • Plus there are a whole lot of clients I can't talk about from rock stars to gazillionaires.

Previous roles include leadership editor of BRW. I am a regular contributor to thecoolhunter, SmartCompany.com.au, Australian Gourmet Traveller and HR Monthly. I’ve co-written two bestselling business books for Random House Australia 100 Great Businesses and the Minds Behind Them and 50 Great e-Businesses and the Minds Behind Them. For more CV stuff, go to www.linkedin.com/in/emilyross

In all my sessions, the aims are simple:
  • Radical improvement
  • To gain a sense of control and confidence in media situations
  • To gain an understanding of what the media want
  • How to prepare and rehearse effectively
  • How to deliver key messages
  • Getting the language spot on
  • To understand media “grabs” and how to give them
  • Tactics to deal with the tough questions
  • Work on appearance, style and delivery
  • To learn the skills to become an authentic, engaging spokesperson
  • To harvest great media content that can be used in all communications
  • To uncover media opportunities
  • To assess how media-ready the client is and identify any risks associated with their current skill levels – a diagnosis if you like.
  • To learn from examples of excellent and lousy media performers

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