Key Message Delivery Training

SAE is the firm of choice for public agencies who need to address their relationship with the news media. The level of contentiousness between public agency leaders and the media is at an all time high. This affects how agencies' stories are told in the media and impacts the level of public support for government initiatives. Addressing these issues requires training and a thorough analysis of the current approach in place.

SAE Communications’ principals Scott Summerfield and Sheri Benninghoven prepared this article for Western City magazine to help public agency officials better understand how to implement a Key Message environment.

Message Development and Delivery Training Session

This training consists of a three-hour classroom-style group training session with Executive Management, Department Heads, and Senior Staff, focusing on key message development, media relations principles, trends and interview techniques/training. The size of this group can be based on each agency's needs; the maximum number of participants should not exceed about 30.

Prior to the session, SAE Communications will consult with key staff members to ensure we meet your specific needs and to develop very localized and timely scenarios and examples for use in this training session.

The group training consists of a complete discussion about the role of the key message, how to deliver it, how to take control of an interview, rights and responsibilities during an interview, and other issues as requested by the City. We will review interview questions and discuss answers; this is also an opportunity for staff to ask questions and discuss their media relations issues. In this regard, the session will be highly interactive, with staff able to present their own experiences and questions.

The session will also highlight key message development. In order to prepare for an interview, it is imperative that staff members know in advance what they want viewers, listeners, or readers to think/know about the city and/or the project or issue being discussed. These thoughts or reactions are called key messages. These must be agreed upon by senior and communications staff prior to the training sessions; SAE Communications will work with staff to prepare and finalize their key messages prior to the classroom training.

Two trainers conduct this group training, which is supported by a booklet which includes the presentation materials, articles, tip lists, and other materials for later reference. The training is supported with the use of a tailored PowerPoint presentation which includes video clips illustrating how to effectively respond to media inquiries.

One-On-One Simulated Broadcast and Telephone Media Interview Training

Following the discussion of media relations trends and key messages, each staff member who is likely to serve as a media spokesperson participates in on-camera print/telephone interview training. We consider it essential that these interview training sessions be conducted individually, thus eliminating any sense of fear or nervousness about participating with peers, superiors, and/or subordinates. We've also found it essential that the sessions be conducted in a sensitive, supportive manner, since we wish participants to be comfortable with providing honest feedback about their concerns. Generally, the only participants are the two trainers from SAE and the “interviewee.”

We'll conduct simulated television/print/telephone interviews as appropriate, critique the interviews, and then re-conduct the interviews as needed. If the city desires and time permits, the print interview will feature a simulated “reporter” calling in from a remote location, conducting the telephone interview, and then “filing” a story back to the city via fax or email; this is an extremely effective method to illustrate how an interviewee's answers will influence a real news story. In order to maximize the number of on-camera training participants, we recommend scheduling one person for a one-hour block; please note that we can modify the time allotment per participant to best suit your requirements.

All on-camera interview training sessions will include two trainers and a video operator. The sessions utilize a television news format camera, lights, and recording deck to conduct the interviews. A television monitor and replay deck will be used for immediate playback and critique/discussion. Each participant will receive a copy of their practice interviews on tape or DVD.

Need a Transition?

Transition phrases are used in a media interview to help guide your responses to your key messages. Remember, your goal is to take control of the interview in order to consistently–and credibly–deliver the key points that your organization must get delivered via this story.

• The most important fact that your listeners need to know is...
• Let me put it in perspective...
• What's important to remember, however...
• What I really want to talk to you about is...
• The three most important issues are...
• And don't forget...

Training Case Studies

Preparing for nearly any type of crisis that can befall one of the largest and most successful companies in the world can be daunting. The key is to develop the most likely set of scenarios and then rehearse the basics that apply to nearly any crisis or emergency. On camera interviews with critiques by our core media training team is essential. We make it comfortable, fun…and valuable!

Preparing for a role as an industry expert can be difficult. The key is to deliver your employer's key messages while maintaining your perspective on an issue or trend. This takes key message development, an understanding of the vital moments of the interview and lots of practice. SAE Communications conducted one-on-one training with special emphasis on radio interviews.

Even cities with a full-time public information professional can gain from additional media relations training for key officials. SAE Communications was asked by the City of Mountain View to develop a workshop which highlighted basic strategies for working with reporters, examined message development, and outlined media coverage trends. The session also included on-camera video training that illustrated the elements covered in the workshop.

Embracing the importance of public information while responding to life-and-death situations can be a difficult task for public safety departments. Although the primary role of public safety personnel is preservation of life and property, we've seen countless examples of how a coordinated and aggressive public information program can help reduce the incident's impact and minimize rumors. SAE Communications conducted a comprehensive training session for the City of Hayward's police and fire departments; public safety personnel from nearby cities were also invited to participate for a small fee which helped defray training costs.

The SAE Communications Media Training Team

Sheri Benninghoven has trained thousands of corporate and public agency officials throughout the U.S. in how to take control of a media interview to ensure their story gets told. Sheri is a former reporter and photographer for the Associated Press wire service and has served as a spokesperson for a variety of agencies and corporations. Prior to founding her own communications consultancy, Sheri served as Vice President/Group Manager for Ketchum Public Relations, the fifth largest agency in the world. She served in the Communications Training Center as a trainer specializing in working with senior level management.

Scott Summerfield brings a wealth of media relations experience to the SAE Communications team. A former radio reporter and producer, Scott's track record included tenures handling media duties for a variety of organizations. His efforts at the City of Newark included a live broadcast of ABC-TV's Nightline from City Hall, extensive national print and broadcast coverage of the innovative Newarks of the World celebrations, and media pool coordination of two presidential campaign visits. With the Oakland Chamber of Commerce, Scott handled all media relations activities for the 1900-member business service organization, including extensive national coverage of a pioneering study on the impact of professional sports teams on local economies. As part of the Oakland Invaders USFL franchise staff, Scott handled media access, press box, and field-level communication duties during the League's three seasons. Scott is a noted media relations trainer, conducting workshops for many public and private sector organizations. He is also an instructor in crisis communications for the State of California's respected Office of Emergency Services California Specialized Training Institute.

Jennifer's experience in the corporate and public relations agency worlds have prepared her to assist any client with their creative media strategies. In her role as creative director, Jennifer brings a unique ability to help the team craft unique, creative and effective news angles for nearly any product, service, agency or business.

With over two decades in the video production field, Curt brings his audio-visual skills to SAE Communications' on-camera training workshops. Curt allows our team to capture workshop participants responding to reporters' questions, followed by debriefing among fellow participants. Curt also develops complete video productions at reasonable cost, utilizing a variety of methods that bring our clients' messages to the public.

Partial SAE Communications Client List

City of San Jose*
City and County of San Francisco
City of Reno*
City of Fairfield*
City of Riverside
City of Chula Vista
City of Fremont
City of Carson City *
City of South Gate
Town of Truckee
City of Newark *
City of Grover Beach
City of Palmdale
City of Hayward
City of Saratoga
City of Mountain View
City of Palo Alto
City of Santa Clara *
City of Davis
City of Brea
City of Los Angeles
City of Santa Barbara *
City of Foster City
County of Alameda
County of Sacramento
Antelope Valley EDC
New Los Angeles Marketing Partnership
East Bay Municipal Utility District
Santa Clara County Open Space Authority
Davis Unified School District
Sacramento Regional Transit
Mineta San Jose International Airport *

California Lottery *
San Francisco Bay Conservation and Development Commission
State of California Office of Emergency Services
State of California Office of Administrative Hearings
California Specialized Training Inst. *

Government Outreach, Inc.*
KLA-Tencor Corporation *
Intel Corporation
Netscape Corporation
Encyclopedia Britannica
Packard Bell/NEC Computer, Inc.
Safety-Kleen Corporation
Waste Management, Inc.
PriceRadar, Inc.
iMiner, Inc.
Affordable Housing Resources
Rabanco, Inc.
IC Verify, Inc.

California Healthy Cities Project
League of California Cities*
California Society of Municipal Finance Officers
California Parks and Recreation Society
California Municipal Treasurers Association
California Association of Public Information Officials*
National League of Cities
American Institute of Certified Public Accountants

* Ongoing relationship