IACP – Mastering Media Training for Enhanced PR Success

 

BACKGROUND
The Irish Association for Counselling and Psychotherapy (IACP) sought Fuzion’s expertise to upskill their senior staff in media training as they anticipated a busy year of PR and communications activities in 2022 and 2023.

 

TRAINING APPROACH
Fuzion conducted on-site training in south Dublin over a single day, engaging the seven-person senior staff group. Prior to the session, preparatory calls were held to discuss potential crises, ensuring a tailored approach to the training. The training fostered open discussions about key target audiences and messages in a safe and comfortable environment that challenged participants. We discussed possible topics for the year and possible questions for each.

 

IMPACT
The session concluded with mock one-on-one interviews, preparing the staff for various scenarios. The members of IACP, following the training, conducted numerous successful PR interviews across print and radio throughout 2023. Fuzion’s campaign resulted in a €1 million return in PR value, showcasing the significant impact of the media training on the organisation’s communication success.

 

 

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Servier – Crisis Preparedness through Media Training

 

BACKGROUND
Servier (Ireland) Industries Ltd, a pharmaceutical giant, enlisted Fuzion’s assistance in conducting two rounds of media training for its senior management team in 2022 and 2023. The focus was on upskilling staff to effectively manage potential crises at their 60-acre site in Co. Wicklow.

 

TRAINING APPROACH
Fuzion, aware of Servier’s local significance, engaged in preparatory discussions with Servier to identify potential emergencies. The on-site training, conducted in groups of 5-6, involved crafting specific questions for team members across various roles. Both sessions concluded with recorded mock interviews, ensuring the team was well-prepared for any live interview eventuality across both TV and radio.

 

IMPACT
Servier, with enhanced crisis communication skills, is now better equipped to control key messages and target audiences. The tailored training has empowered the management team to navigate potential crises with confidence, contributing to a proactive crisis management strategy.

 

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Spectrum Life – Fostering Confident Storytelling for Enhanced Brand Image

 

BACKGROUND
Spectrum Life, a leading mental health and wellbeing support provider, engaged Fuzion to improve the media communication skills of its staff. Spectrum comprises 2,000 organisations across Ireland and the UK, with a total of over 4 million active users of its EAP, Total Mental Health, SAP and Wellbeing Platform services. The goal was to enhance the ability to share Spectrum Life’s story across media, clients, and potential clients.

 

TRAINING APPROACH
The on-site training in Merrion Square, Dublin, included team members with varying levels of media experience. Fuzion addressed the importance of media literacy, especially for younger staff unfamiliar with traditional media sources. The session emphasised refining the company’s messaging and concluded with mock interviews, fostering confidence and a sense of bonding among the participants. We always circulate feedback after each session with learnings and areas to work on.

 

IMPACT
The large group training session not only improved the media communication skills of Spectrum Life’s staff but also created a strong sense of unity and confidence. The enhanced storytelling ability contributes to a more compelling and cohesive brand image for Spectrum Life, positioning them as a leader in mental health and wellbeing support services.