molly mcpherson media training

Media Response Workshop


The Problem 

Every day, an organization is taking a hit to its reputation. 

  • In the press.
  • On social media.
  • In the hallways or over email from employees. 

A positive reputation has never been more critical than now due to the power and influence of the online press and social media.

The rapid news cycle has created a media ecosystem where an organizations’ vulnerability is higher than normal due to increased scrutiny and online chatter that can spill into the general discourse. 

When an organization is responding to an incident or crisis, the risk of marking the wrong statement at the wrong time, and in the wrong channel, means the vulnerability is even greater. 

In my years of experience successfully helping electric organizations public relations, crisis, and emergency management, I've noticed many of the communication strategies and tactics used in the last decade no longer apply to the companies operating in the age of digital.  

Managing a crisis in today's media environment means not only do you survive and thrive from this initial incident but not creating another crisis from a poor response. 

Confusing messaging can lead to all kinds of problems: 

  • The members don’t fully understand your co-op’s stance on HR
  • Your members do not understand your service and how it fits into the marketplace.
  • Your salespeople have to achieve goals in an environment of chaos if a response is not managed well.

Not only this, but:

The reputation of the company can be damaged in one moment from one:

  • terrible soundbite
  • poorly written statement
  • social media posts

That’s why I have created a media training workshop designed for responding to the stakeholders in the age of digital and social media.


The Solution

A virtual media training designed for an age when so much of the public discourse is happening in a rapidly-evolving climate.

This two-day virtual training is designed to prepare senior leadership with the right response by crafting messages that are built from the strength of the organization and delivered in the right format at the right time.

From the trade press to the news; from video to print - a training for today's viral content environment.

The Plan 

The virtual group training is delivered in two parts over two days: 

Day 1: Threat & Opportunity Analysis 

Teams work in small and large groups to create a response narrative based on organization's potential threats and discuss the opportunites to diminish them.     

Areas of discussion: 

  • Strengths, weaknesses, opportunities, and threats. 
  • Owned and leased communication channels
  • Potential issues requiring a media response. 

Session 2: Media Response Training

Preparing the Response

  • Analyzing comfort speaking to the media
  • Creating key messaging
  • Indentifying strengths, weaknesses, opportunitres and threats to your organization's reputation to inform a response

Delivering the Response in the Digital Age 

  • Learn tips for apeparing on-camera and in virtual interviews 
  • How to speak to the press - when you do and when you don't
  • Learn what off-the-record and on background

How to Leverage Social Media During a Crisis

  • Using Twitter for rapid response 
  • Connecting the response on social media and online platforms
  • Learn the best platforms to use for sharing proactive  news and reactive responses

Program Benefits 

For Official and Unofficial Spokespeople 

  • Effective messaging to use in interviews and issues relating to crisis management, public relations, and incident management. 
  • Learn the words and phrases that mitigate risk and assure stakeholders of your position. 
  • Aligning an organization around a common messaging framework.

This media response training that will help organizations communicate clearly in a time of crisis that perfectly aligns with current business continuity plans and procedures.