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The Spokesperson(s) Bridge

Whether a spokesperson is "on message" can mean the difference between a media placement that works for or against a company. Customized training programs help spokespersons identify core message points, understand the differences between print and broadcast interviewing techniques, and explain how to respond to journalists by "bridging" questions back to the company's strategic agenda. The most effective companies view such training as a necessity, rather than a luxury.

Z Communication customizes its Media Training Guide on an individual basis to prepare clients according to the specific news, strategic message points, type of media being targeted, and the interests of the interviewing journalists. We help our client spokespersons focus on their target audience and adapt their responses accordingly using "blocking and bridging" techniques. They learn to increase their appeal by thinking visually for TV viewers, providing radio listeners with "sound bites," and giving the right details to print reporters. More insight is available by viewing Z Communication's Top 10 Media Interview Tips.

Skilled reporters do not base news stories solely on what a company's spokespersons tell them. Rather than let reporters randomly contact an interview subject to "round out" their stories, we encourage them to call upon third-party spokespersons whom we know have good things to say about our clients. These efforts help make the content of the news coverage more credible and favorable to our clients' interests. Once we identify third-party sources, such as customers, analysts, industry experts, or strategic business partners, each should also be media trained, or given suggested message points, which will further manage resulting news content.


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