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Message Development
At Ketchum, we believe that strategy is an integral part of preparing clients for any communications opportunity. The goal of any targeted training session is to ensure that the right messages get across -- clearly and convincingly.
Media Training
The power and influence of the media have raised the stakes for interviews and make media spokesperson training a necessity for many clients. With years of experience on both sides of a news interview, Ketchum trainers show clients how to make their messages more compelling and how to prevent interviews from becoming interrogations. Realistic on-camera role-playing and expert critique give clients the skills and confidence necessary to master any interview. Sessions focus on bridging between questions and key messages and delivering credible product, brand or corporate identification.
Presentation-Skills Training
Effective presentations combine compelling content with persuasive delivery. Our training sessions focus on both preparation and practice. Ketchum trainers help clients hone their delivery skills and target presentations to specific audiences -- from analyst meetings and rating-agency reviews to U.S. Food and Drug Administration presentations and medical meetings. Starting with a skills assessment of each client, we identify communications objectives, key messages, and audience needs. Videotaped rehearsal allows us to make recommendations for verbal and non-verbal improvement. Whenever possible, trainings are conducted at the actual venue, with Ketchum trainers providing on-site support and post-presentation critique.
Executive Coaching
Our high-level, intensive coaching aims to prepare executives for challenging communications situations -- typically, a mission-critical speech, press conference, media interview, hearing or stakeholder opportunity. Sessions focus on techniques for effective and strategic communications -- from message development and issues management to realistic, on-camera role-playing and rehearsals. Senior Ketchum trainers strive to build coaching relationships with executives, providing ongoing counsel and feedback as they sharpen their communications skills across a variety of platforms. On-site support for high-stakes communications situations is also provided, as needed.
Crisis Communications
Proactive and reactive crisis management and how an organization responds to a crisis can have a greater impact on the ultimate damage to its reputation and bottom line than the crisis itself. Our highly customized training seminars show clients how to avoid the most common mistakes organizations make in crisis communications. Intensive role-playing exercises help clients develop reassuring answers to the questions everyone wants answered in a crisis: What happened? How did it happen? Who was affected? What have you done to solve the problem? What steps have you taken to make sure it won't happen again? Among the techniques taught: putting a human face on a crisis response and shifting the emphasis from the tragedy to the remedy.
Testimony Training
Combining elements from both presentation skills and media training, Ketchum's testimony training prepares clients for high-stakes appearances before Congressional committees and other federal and state panels. Experienced trainers help clients prepare their testimony, coach them on their delivery and question them in the manner they can expect from both panel members during the hearing and later from reporters.
Celebrity Spokesperson Training
Clients seeking to cut through today's cluttered media environment often turn to celebrities to gain attention for their messages. Ketchum's training ensures that clients' investment in these marquee personalities pays off. Our trainers prepare athletes, musicians and actors for high-stakes national media interviews, satellite media tours, local market tours, press conferences and special events. Trainings include both in-studio preparation and on-site coaching.
