Media Training
Case Study: Biffa Waste Services
Brief. Landfill waste disposal sites
are targets for the media, usually from a negative aspect and
mostly driven by emotional local opposition, often based on inaccurate
information. Managers need to understand the issues and
be able to respond positively.
Activity. A one day course was devised
that dealt with three key aspects. First the whole process
of local press, radio and TV was explained to provide an understanding
of how the media worked, what they were looking for and how they
got their information. Secondly this was applied to Biffa’s
specific landfill activities and delegates were advised on how
to work in conjunction with their in-house press office, how
to handle journalists and what and what NOT to say. Finally
the managers were taken through radio and TV interview techniques.
Result. The course was welcomed by all as
it provided an understanding of how the press operated. Managers
were able to better appreciate the functions of their press office
and handle media involvement more beneficially. “The press
had always worried me but this took the mystery out of whole thing.”
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