Case Finnish Shipowners' Association
Tailored media training for a wide
and demanding media field
"
All in all, excellent coaching and excellent coaches! The background work was carefully done, and the coaching gave me many good and practical tips for working with the media in general. Especially the practice interviews and the feedback from them provided good lessons for the future.
- Finnish Shipowners' Association expert who participated in the training
Starting point
Experts from the Finnish Shipowners' Association are interviewed almost weekly by the media. When contacted by the media, they often talk about issues such as Finland's security of supply, the labour market situation in the shipping industry or environmental issues in the Baltic Sea. When important and complex issues are discussed in public, it is important that the interviewee's message is conveyed correctly.
Solution
We organised a media training for the Finnish Shipowners, which was attended by speakers from different specialist areas of the organisation. We tailored the training to meet the unique needs of the organisation, and thus the theoretical side of the training was also strongly linked to the international media landscape surrounding the Finnish shipyards.
We also conducted a joint work shop exercise where the participants were asked to sharpen the core messages of their organisation, so that the different specialist spokespersons could communicate as coherently as possible.
Finally, we divided the participants into two small groups based on their previous media experience. In these groups, each participant was given a credible scenario appropriate to his/her area of expertise, on which he/she gave a practice interview. We videotaped the exercises and provided each participant with personal feedback, both verbally and later in writing.
Results
Based on a feedback survey conducted for the Finnish Shipowners' Association, the experts who participated in the training felt that they had got a lot out of the training.
Participants particularly liked the plausible training scenarios, which prepared them directly to give interviews on potential future media topics. Feedback also showed that the core messages of the organisation were better understood after the training.
Finnish Shipowners' Association gave Korner's media training the following marks, on a scale of 1-10.
Media training in its entirety: 9
The professionalism of media coaches: 10
"
The aim of the media training was to strengthen the skills in dealing with the media and to bring confidence and tips for interview situations. The training met our objectives well and the feedback from our staff has been excellent. The trainers' backgrounds as journalists and their long experience gave the training depth.
Working with Korner was easy and smooth.
- Tiina Tuurnala, Managing Director, Finnish Shipowners' Association