Janine Gordon Associates

Direct exposure of client management to the media must be professionally orchestrated in order to achieve optimum results. JGA views its Media Training capability as an extremely beneficial PR service. It can help overcome discomfort, avoid pitfalls, bridge executives away from difficult questions and insure effective delivery of key messages.

Few senior executives have the innate ability to take full advantage of media exposure. For this reason, clients facing interviews with the press are encouraged to use our vast experience and training capability to promote their brands and advance their careers. For details, click on JGA's Four-Part Media Training

and more:

Arranging press conferences, media interviews and speaking engagements
Researching, editing and writing speeches
Designing seminars, panel discussions and company retreats
Responding to a crisis with damage control strategies, such as:

Providing instant access to news media
Being available 24/7
Ensuring that your side of the story is told effectively

JGA Four-Part Media Training

Part One: Messaging

JGA distills a client's company messaging into the following:

A document that challenges the spokesperson to respond to frequently asked interview questions and provides appropriate in-brand answers

Talking points for both trade and consumer press

An "elevator speech," designed to explain the company's essential message in 30-seconds

Part Two: Media Training Introduction

JGA arranges an introduction and consultation period, acknowledging what the spokesperson sees as some of his/her strengths and weaknesses. During this session, we also discuss and review JGA's "Steps to a Successful Interview," including:

Message and delivery overview "workbook" tailored to consumer and trade broadcast, print and online media

Preparation, preparation and "rules to remember" before the interview

Delivery during the interview, namely poise and positioning, bridging and answering difficult or controversial questions

Part Three: Taping

JGA does a series of short, mock interviews with the spokesperson. With JGA's Media Trainer acting the part of the interviewer, the spokesperson is asked questions lifted from the agreed-upon messaging document. This enables the spokesperson to:

Gain real-time interview experience

Practice appropriate and effective message delivery

Learn how to control an interview and "bridge away" from difficult questions and instead discuss key messages

Part Four: Follow-up

JGA prefers to arrange an in-person or telephone conference follow-up meeting with the spokesperson within three weeks of the initial training session. This ensures that learning has taken place and provides time for refinements of technique, if necessary.