Training at Burson-Marsteller EMEA

Training atBurson-Marsteller EMEA

OUR PHILOSOPHY

We believe the most effective messages come from within the organisation itself and the most effective training and advice comes from working professionals who have honed their skills in the marketplace.

We also believe every employee, whatever their level of personal development, has the capability to become a better communicator and a more valued and fulfilled member of your team.

OUR APPROACH

WW An experienced team WW Tailor-made sessions for individuals or small groups WW Short, tailor-made theory sessions, followed by relevant practical exercises in front of cameras and microphonesWW Focus both on content (argumentation) and style (persona/presentation)WW Advice and analysis of replays of recorded exercisesWW Multilingual training capabilities, if needed

Training atBurson-Marsteller EMEABurson-Marsteller’s proprietary communications training programmes have been popular with clients for years as a means of bringing important methodologies and skills to their senior staff and spokespeople. We offer a wide range of external and in-house training for senior executives, communications departments and employee groups in the areas of communications, public relations and public affairs.

Our approach to speech, presentation and media training is based on technique. Clear, easy-to-understand techniques that will help anyone be a more successful communicator at the podium, in interviews and other communication channels.

Burson-Marsteller’s trainers, most of whom are former spokespeople or journalists, have been running training sessions for clients for decades. Our approach is designed to combine communications know-how with expert advice on content, implemented in tailor-made training sessions. A strategic approach combined with pragmatic and efficient implementation.

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MEASURING SUCCESS

WW Did the company or spokesperson get a better quote in an article because of the practice and preparation?WW If you poll employees, do they recall key messages delivered by the executive, or just the ones that impact their lives?WW Were the internal messages and behaviours consistent with the external?WW Internally did you help create a culture that embraces preparation and practice?

WW Did the presentation, change in behaviour, article or blog have an impact on the business or organisation’s bottom line results or objectives?

Our training menu is the prêt-à-porter sample of what we can do, but tailor-made is our speciality, so whatever your communications needs are, we can provide an appropriate training for a 100% satisfactory result.

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DEVELOPING EXECUTIVE IMPACT PROGRAMME (DEIP)

Our flagship executive development programme has been designed to strengthen the effectiveness and confidence of client-facing leaders as they build and lead client relationships and serve as trusted advisors.

The programme increases participants’ effectiveness in business problem-solving, client development, team leadership and self-management with clients and internal teams.

The Executive Development Programme is an intensive, two-day workshop which involves a combination of main room plenary sessions and demonstrations, intensive practice in team break-outs, critical thinking around a case, real-time client scenarios and coaching.

This training is an intensive two-day programme designed for Director or Manager level participants with 7-10 years’ work experience.

Our Training Menu

DEVELOPING EXECUTIVE IMPACT PROGRAMME (DEIP) ON-MESSAGE TRAININGMEDIA TRAININGSOCIAL MEDIA TRAININGCRISIS MEDIA TRAININGCRISIS TRAININGCHANGE COMMUNICATIONS WORKSHOPSSPEAKER OR PRESENTATION SKILLS TRAININGPUBLIC AFFAIRS TRAINING FINANCIAL COMMUNICATIONS TRAINING CREATIVITY WORKSHOP


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*Please note that the courses below are indications of the services we provide. Each country in EMEA will be able to adapt the modules to local needs and to any specific requirement you may have.

The purpose, objectives and outcomes of DEIP are to help the participant to:

WW Lead. Build the self-awareness, confidence and accountability to be a stronger leader with senior executives, colleagues and key stakeholders.WW Transform relationships. Acquire the skills to transform organisational relationships from transactional or adversarial relationships into trust- based partnerships. WW Have greater business impact. Lead the team to deliver greater impact on the business and profitability, requiring greater business acumen.

WW Create opportunities. Be agile and entrepreneurial in discovering new opportunities for the organisation, while dealing with negotiations.WW Be holistic. Leverage all relevant expertise across the organisation in relentless pursuit of organisational performance. WW Create a learning culture. Through the mastery of giving effective feedback, be able to support the participants as the group experiments and experiences high impact organisational behaviors.


WW Master Coaches. Unlocking the potential of the leader as a coach, learning to provide experiential learning moments and insights in real time.

A cultural transformation outcome of DEIP is to foster a culture that inspires greater courage, entrepreneurship and collaboration.

The specific skills and techniques which participants will develop through practice are:

WW Clarity regarding the organisation’s Central Question, helping business colleagues discover how to improve decision-making, business performance and their own success WW The art of active listening as a means to discovering highly valuable insight, and developing a deeper understanding of the point of view of othersWW The art of creating and conveying a point of view powerfullyWW Transforming conflicting relationships to co-creative ones WW Influencing and aligning colleagues, even when they do not report to you WW Positioning and holding oneself as a peer and trustworthy counselor to senior executives and key stakeholders WW Positioning and holding oneself as a leader, not task-master, for teams, when physically present and when operating virtually

ON-MESSAGE TRAINING

This training session will equip the communications team and other executives with approaches and skills that will help them to define a core positioning, key messages and other content that creates and articulates a compelling, differentiated story, either generally or on a specific situation or issue.

These messages can then be tested in a simulation session where participants are submitted to controversial discussions.

MEDIA TRAINING

Our experienced media trainers can be made available at short notice for a half-day (4 hours) or full day (8 hours) training session to set out the theory and practice of a basic set of media commu-nications skills, including interview ‘tips and tricks’ and message development.

This interactive session focuses on four of the fundamental elements of media relations:

WW The importance of the media: why talk to journalists – and when not toWW What the media wantsWW ‘Digital’ versus ‘traditional’ mediaWW How to create compelling media content


Our training programme gives partici-pants the tools to excel in any interview by emphasizing simple but important preparation and execution tools and by practice. In the training, we examine:

WW Preparation: The easy three-step process that should take place before any interview to ensure a successful outcome WW Execution: The techniques that ensure your story is heard WW Style: The art of delivering interviews to ensure repeat requests from news organisationsWW Practice: Real-time and realistic interviews with instant feedback from our trainer

SOCIAL MEDIA TRAINING

Burson-Marsteller EMEA offers a wide range of social media training from understanding the digital work to targeted workshops aimed at participants looking to refine their skills. Courses include:

WW An introduction to the key elements of social mediaWW Digital check-upWW Sourcing content and stories for the central and local online sitesWW Reviewing and repurposing complex stories for the online audienceWW Writing for owned media channels (including tone, style and visual identity) including websites and social media channels

WW Blogging workshop including guidelines, and do’s and don’ts at a general customised levelWW Social media strategy development

CRISIS MEDIA TRAINING

Anyone with responsibility for communicating externally during a crisis should be media trained and attend a refresher training at least annually. We recommend that scheduling one media training session per quarter will provide regular opportunities for review and evaluation. These sessions are structured around a number of realistic scenarios that the client is likely to encounter. The training will focus on handling crisis-led interviews and cover:

WW Guiding principles including do’s and don’ts of crisis communicationWW Media handling techniquesWW Digital and social mediaWW Simulated media interviews using cameras with immediate playback and feedback from trainer


CRISIS TRAINING

Burson-Marsteller EMEA has extensive experience in crisis management and offers various workshops – from half-day to full-day modules- to equip participants to successfully manage the repercussions of a potential crisis

Crisis management workshop – this course can be entirely tailored to your needs, key discussion topics could include:

WW Crisis classification WW Issues analysisWW Risk assessmentWW Stakeholder mappingWW Vulnerability auditWW Communicating in a crisis

Crisis simulation workshop – this module gives you the opportunity to put into practice crisis management techniques in a safe environment. Our simulation exercises will:

WW Provide an opportunity for key individuals to engage in crisis management in a controlled environmentWW Stress test the crisis communications plan and identify areas for improvementWW Assess the team’s ability to manage all aspects of the crisis communications response including social media

Crisis on board – special workshop designed to train crew members of cruises to face a crisis situation

Issues communications for employee groups – this workshops trains employees on the issues a company faces with a view to leveraging their position as ambassadors on behalf of a company

CHANGE COMMUNICATIONS WORKSHOPS

We understand that change can some-times be stressful to handle, especially because its messages are often implemented by employees who don’t have a communications background.

Change requires constant dialogue with all employees. Our tailor-made work-shops will enable your organisation to:

WW Communicate the change effectivelyWW Handle employees’ reactionsWW Coach and develop employeesWW Make the change relevant for employees and business unitsWW Create individual communication plans


SPEAKER OR PRESENTATION SKILLS TRAINING

Communicating thoughtful and consistent messages to a variety of different audiences is a necessity facing every organisation – and particularly so in the world of sport with its wide range of conference podiums. The people who speak for an organisation need a high degree of skill – a skill that can be developed through training. Our half-day (4 hours) and full day (8 hours) interactive training sessions focus on the three fundamental elements of good speech-making and presentation:

WW Understanding what it takes to be a good speech-maker or presenter

WW Tackling the three parts of a presentation or speech Substance Style Supporting materials (for presentations) WW Learning to avoid simple pitfalls

PUBLIC AFFAIRS TRAINING

Burson-Marsteller EMEA offers a portfolio of high quality training courses in public affairs delivered by our senior experts.

Our interactive, tailor-made courses cover a wide range of services and sectors and are specifically designed to give you tangible insights that will enhance your professional skills such as:

Stakeholder communications – This session helps clients to consider the needs and objectives of various external stakeholders, with a focus on NGOs:

WW Identify key stakeholders in a specific situation and their various objectives or motivatorsWW Predict the expectations and possible reactions of each group and their interactionsWW Develop appropriate actions for each group and create stakeholder specific messaging

Effective Lobbying – This hands-on course shows you how to:

WW Devise a winning strategyWW Identify, understand and approach relevant decision-makers and stakeholdersWW Develop creative and effective messaging and tacticsWW Understand the role of digital media in influencing the stakeholders


Making sense of the EU - Participants would acquire an understanding of:

WW The key institutions, features and stages of the EU policy-making processWW The key players and their rolesWW The impact of the Lisbon Treaty on EU institutions

Working with EU Comitology – Learn about:

WW How comitology works and how it may affect your businessWW How to efficiently maximise your impact on the process

Understanding REACH – Gain a good understanding of:

WW The key features of REACH and how it can affect your businessWW How to define and communicate your supply chain requirementsWW How to identify potentially problematic substances in your products

FINANCIAL COMMUNICATIONS TRAINING

Our Financial Communications training enables attendees to communicate the equity story and acquire a sound understanding of investor relations.

Components of the course include:

WW Preparation for shareholder and analyst meetingsWW Preparation for financial road showsWW Financial market-oriented presentations and collateralWW Development and testing of Q&As

CREATIVITY WORKSHOP

There are many scenarios in our working lives where an ability to bring a zest of creativity is invaluable. This hands-on workshop will equip attendees with key tools and techniques to kick start creative thinking, hone in on the central idea and maximise time spent in brainstorms.

Components of the course include:

WW Best practice: what do creative ideas look likeWW Introduction to a “3 Worlds” creative approach and how it works WW Introduction to the “6-step creative process”, a methodology for structuring a creative meeting to save time and increase the creative accuracy of the outcomeWW Introduction to “Trends Tarot” ideation tool to facilitate future thinkingWW Brainstorm facilitationWW How to sell ideas


For more information please visit www.burson-marsteller.eu follow @B_M or @GalbraithJeremy

or contact Jeremy Galbraith CEO Burson-Marsteller [email protected]

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Training at Burson-Marsteller EMEA