Freshfield launches media training service

A new media training service has been launched aimed at senior executives and business owners.

Freshfield has teamed up with Scott Hamilton, one of the UK’s most experienced media trainers, to offer the service.

It will equip private and public sector executives with the knowledge and skills to confidently handle interviews with journalists, for both day-to-day PR initiatives and in dealing with crisis situations.

Scott Hamilton has worked with brands including Coca-Cola, Aldi, British Gas, Avery Dennison, Tate and Lyle, and KPMG, as well as many local authorities, public sector organisations and health bodies.

Paul Tustin, a client director at Freshfield and a former national newspaper journalist, said: “In this digital age where news travels rapidly across all channels, it’s never been more important for business leaders to have strong media skills.

“Whether it’s being interviewed by a journalist for a news story, or being filmed by the in-house marketing team for a social media or website video, there are opportunities to communicate key messages in a confident and credible way.

“Using our own in-house media expertise and Scott’s vast experience as a media trainer to the some of the UK’s biggest companies, we can deliver that service here in the North West.”

Scott Hamilton added: “Most companies have a desire to communicate better through the media, particularly the broadcast media, but often lack the confidence to do so. This service is all about overcoming that confidence issue and enabling business people to share control of an interview with a journalist to get their message across.

“The skills learnt can have a transformational impact on a company’s ability to communicate with its audience, even in situations where it faces a hostile interview.”

The new service offers both half-day and full-day media training sessions with Scott Hamilton delivered in new training facilities at Freshfield’s offices in Winckley Square, Preston.

The sessions are designed to be specific to the business or organisation attending and will be based on a relevant scenario devised and tailored by Freshfield’s PR and communications experts.

Paul Tustin, who heads up Freshfield’s media training service, has worked on crisis projects at Sellafield and within the NHS dealing with national and international media.