Erie I BOCES

Situation

Over the past few years, Travers Collins & Company (TC&C) has provided media training counsel to a number of companies and organizations, including Wal-Mart, Time Warner Cable, the Diocese of Buffalo and Dawn Food Products. Realizing that their executive team would only benefit by becoming more media-savvy, Erie 1 BOCES, a public education service organization that provides educational services to school districts in New York State, reached out to TC&C in July 2008. The firm subsequently devised a customized and intensive media training program for Erie 1 BOCES. The session would feature a panel of local media professionals, and cover how to interact with the media, interview preparation tips, and an introduction of how to conduct media relations during a crisis. 

Execution

The program outlined the definition of news and how the media works. A segment covered interview techniques, focusing on the importance of developing an overall message prior to interviewing. A number of real-life video clips were played, showing both successful and not-so-successful interviews. There was also a segment which addressed media relations during a crisis. A significant portion of the program focused on group scenarios, which provided hands-on practice for the executives. Groups were tasked with comprising three key messages they needed to convey to the media and providing answers to potential reporter questions. Following a brainstorming session, each group presented their ideas. 

Results

The training was conducted by three TC&C associates: Dick Shaner, an expert in crisis communication who worked in radio; Kate Torok, who has presented media trainings to a number of companies; and Carolyn Human, who spent five years working as a TV news producer.

The majority of participants rated the experience as "excellent". Individual comments included:

"I very much enjoyed hearing directly from the media reps on the panel. It made the whole session that much more authentic."

"The presenters from Travers Collins were exceptional."

"Great opportunity for all of us to learn."