MediaSmart Training Program

Whether you're conducting a press conference with dozens of reporters or being interviewed by a single journalist, you need to know what to expect. The MediaSmart Training Program will prepare you so that you stay on message from the first question to the last.

Telling the Truth

The best way to handle reporters' questions is to be truthful, especially in a crisis, which is what Johnson & Johnson did in 1982 when several people died after ingesting Tylenol capsules laced with cyanide.

Johnson & Johnson was honest with the public, issuing a statement that no one should consume any of its Tylenol products and recalling 31 million bottles of suspect capsules. The company earned respect in the media and regained its customers' trust.

Being Honest Doesn't Mean Being Dumb

1.	Benefit: Corporate Image Analysis We start by analyzing your overall corporate image. Based on our findings, we then work closely with you to position your company in the best possible light.
2.	Benefit: Positive Reinforcement Next, we write whatever materials are needed to reinforce a positive image of your company: press releases, web content, an opening statement for use in a press conference, etc.
3.	Benefit: Thorough Preparation Finally, we coach you in mock interviews so that you'll learn how to "stay on message" and not be overwhelmed when dealing with reporters. While you can't stop reporters from asking tough questions,  you can be ready with honest answers which don't leave your company "hanging out to dry."

MediaSmart Interview Tip. If you don't know the answer to a question, tell the reporter that you'll do the necessary research and follow up quickly with the answer. You'll earn respect for doing what you said you'd do which can't hurt when the reporter is filing a story about your company.

MediaSmart Individual and Group Training

While MediaSmart is ideally suited for individual executives who deal with the press, training can easily be adapted to fit your company's requirements, e.g., managers who need group training prior to an event such as an IPO or the launch of a new product. Training is available in two-hour time blocks.

MediaSmart fees vary depending on a client's specific circumstances: the number of people to be trained, the length of time necessary to complete the job, etc. Please contact us about customizing the MediaSmart Training Program to fit your company's needs and budget.

Training is available Monday through Saturday and can be conducted on site at your office, or at an off-site location as well.

Send us an e-mail or call 617-262-9075 to learn more about the MediaSmart Training Program.