Effective reputation management strategies must be in place to weather bad news. The right crisis management programs, stakeholder engagement and media crisis training can make the difference. Benchmark delivers first-rate crisis communication training, consulting and coaching programs to help you succeed.

Our crisis communication experts are also Certified Master Practitioners in Neuro Linguistic Programming (NLP), the study of human behavior and effective language strategies.

Media Training Basics

Cover your bases with media training for temporary spokespersons, so you can get out in front of a crisis – until your official spokesperson is ready and available.
How You Succeed – In the perfect world your official spokesperson would be readily available when the media calls about a crisis, but in the real world there are times when you need a temporary spokesperson to address initial media inquiries. Financial analysts say a corporate crisis has the greatest negative impact on an organization’s value, so a timely response is paramount. How quickly your organization responds greatly determines if you are perceived as competent, truthful and transparent, or closed and hiding. Therefore, you need to get out in front of the story and define the crisis – instead of letting the media and others define it for you.
What You Will Learn – Benchmark’s training will help your temporary spokespersons gain a greater awareness of what is at stake for your company during a crisis and understand what must happen for your organization to succeed. They will learn a range of important media skills: how to provide an initial media statement until your official spokesperson is available, how to stay within certain boundaries, how to use language patterns that convey transparency and trustworthiness, how to align with the emotions of the situation, how to humanize your organization, how to use nonverbal cues that communicate empathy and credibility, how to avoid news reporter traps and much more. They will also learn how to stay on message and defer questions to your official spokesperson, while maintaining their credibility.
The Right Experience – Benchmark’s leaders are crisis and media experts. We are also Certified Master Practitioners in Neuro Linguistic Programming (NLP), the study of behavior and language patterns. We have a long and successful track record of training spokespersons in many industries, and have also participated in certified FEMA training for Public Information Officers. From competitor sabotage, to environmental disasters, to mass killings, to class action lawsuits, to E. coli outbreaks, to industrial accidents, to activist protests, to oil spills, to chemical releases – clients have benefited from Benchmark’s crisis management and NLP strategies for more than 25 years. We will give you the edge you need to succeed.


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