Challenge
The Port of San Francisco hired LCI to help refine key messages and media train its Director as well as top department heads throughout the entire organization. Because of its broad diverse business units, the Port utilizes many different spokespeople depending upon the project, the audience and the need. LCI’s work inside the media – and media training numerous businesses (including the Gap, PIER 39, Blue & Gold Fleet, MetLife, Tishman Speyer, The Infinity, San Francisco Symphony, SFMOMA, Exploratorium and more) made us an ideal partner for this project.
Strategy
LCI’s strategy was to take real-life issues that were currently being addressed as touch points so all Port spokespeople would have an opportunity to practice messages that they could tangibly use following the training. Our media training includes a PR 101, a session on how the media works, video highlights of both good and bad spokespeople, insight into interview techniques and then an on-camera practice session for all participants. LCI has published two media training guides which, along with each participant’s on-camera DVD, are distributed at the conclusion of the training.
Results
The Port of San Francisco and its spokespeople uniformly gave LCI high praise for the training. To this day, many participants still keep in touch with us to let us know how much value they gained from the media training.
Port of San Francisco – Advertising
