The
world today requires companies to be ready, willing and able to meet the
press. And because so many news media outlets rely on global, satellite
communications with never-ending 'round-the-clock deadlines, companies
must be prepared to meet the press almost on a moment's notice.
A company that refuses to speak with the media is usually
viewed as having something to hide. And a company that sends an unprepared
spokesperson into the fray may do even more damage. Saying the wrong thing
to the media can be devastating. But, if you think you can get off by
glibly saying "No comment," be forewarned: We inform our clients
that "no comment" is an old Latin phrase that loosely translated means
"guilty as charged."
The media training programs of Lexicon Communications prepare
CEOs and other senior management who may be called upon to serve as company
spokespersons for dealing with print and broadcast media in
general, and a hostile, crisis-driven media in particular. Using
state-of-the art video equipment and former TV, radio and print news reporters
throughout the country, all training
programs are tailored for clients according to a company's specific needs and
issues, and training sessions are done individually or in small groups.
The primary goals of our media training programs are to teach individuals
who may be called upon to speak to the media one day such essentials as:
How to
give media interviews and be comfortable in the process;How
to get key message points across in an interview so they are heard or read by
viewers, listeners or readers;
How
to defend tough, unpopular positions;
How
to handle hostile reporters;
How
to recognize and effectively sidestep negatively-charged questions;
How
to effectively turn negative questions into positive responses;
How
to use the interview process to your advantage;
And
why there really is no such thing as "off the record."
