Services > Training > Communications/Media

Only a small percentage of political failures result from scandal, corruption or incompetence. By far, the most common cause of failures in politics is poor communications.

If a correct position isn’t communicated persuasively to the right audiences, using the right messages and symbols, and delivered through the right channels, then a weaker position—better communicated—can (and often does) win. Great communications produce great political wins and policy successes. Every leader in public policy needs to be an effective and persuasive communicator.

Few people are equipped naturally with every necessary communications skill, particularly in the public policy arena where audiences of hundreds, thousands or even millions are often targeted. Some people are effective communicators one-on-one, or in small groups. But when communications must be extended to large audiences, as is usually the case in government and politics, new skills must be developed, good research is essential, and news media understanding is crucial.

The Exoro Group offers training seminars designed to help public policy leaders first understand the elements, processes and specific steps of effective communications, and then how to apply these concepts in practical ways in day-to-day activities. Our seminars particularly focus on communications concepts that can be used for constituent relations, legislative support, and election campaigns. Media relations receive special attention in our seminars, including the following topics:

• Communications basics: Objectives, messages, audiences, research, resources, channels & timing
• Communications checklist: How prepared am I?
• The nature of the mass media
• What makes reporters tick
• Pro-active and defensive media strategies
• Dealing with hostile reporters and tough questions
• How to maintain perspective while being criticized in the media
• Crisis management
• Interview Dos and Don’ts
• Bypassing the media—communicating directly with constituents
• Nuts & bolts: How to write a press release, develop a media kit, create a newsletter, make an editorial board visit

Our goal is to help public policy professionals communicate persuasively with the various audiences they deal with, help them understand the mass media, and help them use the news media to their advantage, rather than be victimized by reporters and editorial writers. We will also help seminar participants master techniques to bypass the news media and communicate the right messages directly to their constituents and important audiences, both internal and external.

Our seminars are designed for elected and appointed officials, corporate leaders, association directors, non-profit organization leaders, government relations executives, and public relations and marketing staff members.

Click on upcoming training seminars for a list of seminars, or arrange a custom seminar for your group by contacting Maura Carabello at 801 537-0900 or mec@exoro.com.

Back to top
Back to Services > Training