Case Studies : Media Training

Tylenol

Tylenol remains a one-word example of the best aspects of Crisis and Public Relations. It’s a case study for both business and public relations schools. But why, since it’s still an unsolved crime.

Johnson & Johnson, the maker of Tylenol, made all the right moves.  Management first communicated the appropriate care and concern for those who had been poisoned. They removed products from the shelves and took measures that were stronger than those recommended by law enforcement authorities.

CommCore CEO Andrew Gilman was one of the lead consultants assisting J&J throughout the communications process.  First, Andrew conducted Media Training for teams of J&J managers who were asked to go to local markets and explain the comeback strategy, including the tamper resistant packaging.  Gilman then was asked to work with CEO James Burke to prepare for the most critical communications efforts:  National press conference to announce the reintroduction of Tylenol to consumers, as well as specific rehearsal for the make-or-break “60 Minutes” interview.  

CommCore’s role was to help decide on the best and most powerful messages, rehearse and coach the CEO for the most important business communications that J&J had faced to date. The results speak for themselves.

Services Provided:

Media Skills Training

Public Relations

Crisis Communication

Industry Related:  Healthcare

Archdioces of Washington

Pope Benedict XVI’s visit to the United States was a media-charged event that required months of advance planning by the Catholic organizations hosting this historic occasion. CommCore provided proactive communications strategies to help craft key messages and ensure that the right sound bites got quoted.

An event of this magnitude will make the news. CommCore’s value-added is making sure it’s the news your organization wants to see.

Services Provided:
Media Training

Industry: Non-Profit

Defined Benefit Coalition

The Challenge
Public sector defined benefit (DB) pension systems are under fire across the U.S.  The issue gained national attention when Governor Arnold Schwarzenegger (R-CA) announced that his top priority was to “bring state pensions into the 21st century” by replacing pension packages for all new employees with private accounts similar to the 401(K) plans offered by private companies.  Concurrently, other states facing “unfunded pension liabilities” are taking action to reform their pension system. 

Organizations in support of public sector defined benefit plans were severely disadvantaged, as they did not have a clear, understandable and compelling message, communication strategy, nor trained spokespersons.  Meanwhile, the Governor was winning in the court of public opinion by delivering messages that taxpayers were footing the bill for California’s pension obligation -- $2.6 billion this year as opposed to $160 million in 2000. 

The Strategy                
Craft and deliver cohesive, compelling, clear and credible messages articulating the taxpayer benefits of DBs, contrasted against and the risk of a new system of private accounts.  In support of this strategy, CommCore worked with the coalition to conduct opinion research on pensions to help understand public awareness and perceptions.  Based on the research, CommCore worked with the coalition to develop Key Messages that would resonate with target audiences – government officials, the media, and public at large.  The Key Messages then were transformed into a print and electronic “DB Tool Kit” consisting of Fact Sheets, OpEds, Expert Testimonials, Talking Points, and Advocacy Letters.  These kits were provided to coalition members in states across the country.  Additionally, CommCore provided Communications Training to hundreds of DB spokespersons.    
                               
The Results
DB coalition members now are positioned to proactively articulate the taxpayer benefits of the DB system, rather than responding to the opposition.  The coalition members are armed with consistent messages and materials that are being delivered across the country.  Additionally, spokespersons are trained on how to deliver messages, respond to tough questions, as well conduct successful media interviews.

Services Provided:
Message Development
Media Training

Industry:  Association

Leading E-Commerce Company (blinded)

The Strategy
CommCore’s impressive depth in industry and media experience proved to be the right fit for the CEO on down.  With this “pilot” coaching session successfully accomplished, the CEO and other leaders in the firm declared a mandate that virtually every person that was asked to speak publicly on behalf of the company MUST go through coaching with CommCore. 

Our proven message development technique and delivery tools had to be taught in a consistent manner and embraced by all participants.   We sought out to train literally thousands of spokespersons and to date have done just that and we continue to train and re-train more each month and year.  We have prepared executives and subject/industry experts for media interviews, trade shows, analyst meetings, earnings calls, internal talks, external keynote speeches, testimony, how-to-do workshops, and much more.

The Results
CommCore successfully conducted several hundred workshops for this leading Internet/e-commerce company.  

1. Spokespeople deliver more compelling and consistent talks and media interviews
2. The company has enjoyed record growth through high exposure and has emerged as a stand-alone industry leader
3. Participants attribute much of their advancement and success in leadership to CommCore’s coaching and counsel.

Services Provided:

Media Skills Coaching

Message Development

Presentation Skills Training

Facilitation Skills Training

Executive Leadership Skills

Industry:  Technology

Department of Justice

This case study is an example of senior official, individual media relations training and improvement in message delivery and quotes in the press. The training focused on understanding media rules, message clarity, handling difficult Q&A and maintaining control in an interview.

CommCore consultants were retained by the Department of Justice (DOJ) to prepare senior appointed officials for media interactions.  The media events included press briefings, interviews, press conferences and media question and answer sessions surrounding high profile cases and policies within DOJ.  The objective to focus on government issues, not politics.

Consultants worked with these senior officials – in groups and in one-on-one sessions.  Following instruction, mock interviews and critiques followed. The role play several high-profile cases and policy matters, with the goal of answering questions while without divulging proprietary information and maintaining official credibility under intense questioning.

After completion of this assignment, these DOJ officials received high marks from government officials and the press corps for their ability to address the public on critical issues.

Services Provided:
Media Training
Message Development

Industry:  Government

American Institute of Certified Public Accountants

The Strategy
In 2004, CommCore helped to create the Ambassador Program which has become one of the AICPA’s most successful outreach programs for the organization in the past 10 years.
It is a multi-pronged persuasive communications, reputation management and public relations initiative which “certifies” CPAs to become speakers or Ambassadors for the industry. 

The topics they speak on include recruitment, financial literacy, the importance of aiding small businesses and working in the public interest. The venues in which the Ambassadors “sell” the accounting industry include local/national broadcast and print media, town hall meetings, regulatory panels, and key note speeches.

The Ambassador program is designed to enhance each presenter’s ability to educate peer audiences on the four key message quadrants: student recruitment, financial literacy, working in the public interest, and partnering with small business for success.

The Results
For the past four years, CommCore has delivered over 100 workshops in nearly 50 states with over 1,200 CPA Ambassadors trained. 
We have also provided communication counsel to AICPA Chairmen, special committees and conducted media pitching workshops at their large conference, Interchange.

Services Provided

Media Skills Training

Presentation Skills Training

Media Pitching

Media Relations

Message Development

Leadership Skills

Industry:  Association

National Aeronautical and Space Administration

This case study is an example of message development, high-profile media relations and senior level presentation skills.

CommCore consultants have worked with the National Aeronautical and Space Administration (NASA).  Our challenge was to train senior NASA engineers to testify in Congress, as well as meet the media, to explain in plain English how they planned to fix the Hubble Telescope when it was sending back unclear photos.  Our best work was helping to translate “At 23:50 we’re going to effect an EVA and recalibrate the module.”

The testimony and interviews were sufficiently compelling to sway Congress to authorize additional funds for the repair of the telescope.  The media events surrounding these presentations were favorable in large part due to the persuasive and understandable language we helped craft for the technicians.

Services Provided:
Media Training
Message Development
Presentation Training

Industry:  Aerospace

Parke-Davis

The Challenge
Launching a new drug into a crowded market is always a challenge.  In 1999, Parke-Davis (Warner Lambert) were ready to launch what we now refer to as the largest selling medicine for treating high cholesterol.

Yet, when approved by the FDA, it was not the first drug in the “statin” category. Therefore, the public relations and communications efforts had to include an extensive and creative outreach and education campaign to reach both lay and scientific audiences across the globe.   

The Strategy
With messages to develop and refine, and hundreds of spokespeople to train, CommCore worked with the clients to provide a deep bench of experienced consultants to deliver consistent advice and coaching in scores of locations throughout the U.S. and abroad.

CommCore was tasked with collaborating with the public relations agencies, product managers, in-house corporate communication specialists, management, as well as logistics companies and investor relations firms to implement this large-scale training initiative.  We were able to coach internal and external spokespeople, clinical trial investigators, key opinion leaders and even celebrities and athletes.

The Results
CommCore was part of the launch and ongoing communications team, successfully conducting workshops over several years.   

• Key opinion leaders spoke in consistent and understandable terms to reach the millions of potential patients who suffer from high cholesterol and related heart ailments
• Lipitor remains the most successful selling pharmaceutical in history
• Since its launch, CommCore has continued to coach counsel and advise spokespeople and scientists to speak to issues, advancements and patent status
• CommCore has coached spokespeople throughout the U.S. and in most countries where the drug is marketed
• By 2008, revenues were more than $13 billion with 26 million Americans prescribed to the drug.

Services Provided:

Media Training

Presentation Skills Training

Message Development

Industry: Healthcare / Pharmaceutical

General Motors

CommCore’s experience at General Motors is as diverse as the automaker’s product line.  For 20 years, we have worked with divisions from every continent (except Antarctica) for:

• Message Development
• Media Training
• Crisis Simulations and Response
• Senior Executive Communications Coaching
• Auto Show Preparation

We have worked with Cadillac, Saab, Pontiac, Buick, Saturn, Opel, Hummer, Holden brands, and just about every type of vehicle including the electric powered Volt, sports cars, sedans, SUVs and crossovers. 

GM asked CommCore to assist on Crisis Response during the CK-Pickup Truck controversy.  We have conducted crisis simulations for “Ride and Drive” events. CommCore provided counsel related to labor/management negotiations. 

Our favorite GM assignment: Driving a Corvette on a race track in Germany.

Service Provided:
Media Traning
Messaging
Presentation
Crisis

Industry Related:  Automotive