Letter - Hilton is wrong about media training's aim
I do not know what Anthony Hilton has taught corporate executives when conducting media training, but if it has produced 'the faked response, the rictus grin and the matching thinking' then he has done his clients, the public and media training a disservice ('Public don't care about share price,' PRWeek, 26 Jan).
Good media training is intellectually rigorous, and helps spokespeople to understand what news is; we define client messages around brands, or issues, and advise on how to communicate them.
Spokespeople learn that different audiences require a different response; they learn to address the question and avoid the glib response.
Andrew Caesar-Gordon, MD, Electric Airwaves.
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