Situation
A large professional services firm needed ongoing training programs to prepare partner-level subject matter experts to speak with the media and at important industry events. The partners were having a difficult time discussing very technical information in a manner that was quotable and interesting to the press, which was limiting their visibility and reducing the likelihood of being called upon for future opportunities.

Solutions

• Private and semi-private sessions were scheduled to accommodate the tight schedules of the partners

• Franchetti trainers coordinated with the client’s public relations team to customize interview topics, which was supplemented with independent research on each partner’s area of expertise

• Sessions incorporated message strategy to help the partners discuss highly technical information in a quotable manner, and to help the partners navigate controversial topics

Results

• Partners who were hesitant to speak with the media became eager to accept opportunities sourced by their PR team

• The quantity and quality of media engagements increased

• The firm was able to grow their bench of approved spokespeople

• Back-up spokespeople were trained in order to provide flexibility and a high level of responsiveness to the media

• Flexible program size – from one to six executives per session – allowed the firm to budget wisely and utilize the valuable time of its people