Media Training for Sigma-Aldrich

Sigma-Aldrich is a NASDAQ-listed leading Life Science and High Technology company, which operates in 36 countries with 7,500 employees serving customers worldwide. College Hill Life Sciences has supported Sigma-Aldrich in various aspects of its media out reach programmes since 2003.

Objective

Having increased its media relations output, key staff from board level to marketing, sales and R&D, needed to hone their knowledge of the media and their ability to represent the Company in interviews with the media.

For most staff, that would not necessarily be spokespersons, the objective was to improve their knowledge of the media and how it worked, in order to improve the effectiveness of PR programmes.

For senior managers and key spokespersons, a further objective was to provide hands-on training in order to improve skills in handling media interviews and ensure that the Company's messages were communicated clearly and accurately.

Solution

Northbank was asked to provide media training over a two day period at Sigma-Aldrich's headquarters in St Louis, US. The training, conducted by CEO Sue Charles, comprised of two streams

• Day one was designed as a two hour work shop for 120 managers and staff (in sales, marketing, customer support and R&D), covering the core topics of how the media works, how to work with the media and how to design and implement a PR programme for maximum effect.
• Day two was a full day session that, in addition to covering the topics above, also provided a hands-on exercise, designed to rehearse and hone media interview techniques. The 40 senior spokesperson-participants were divided into four groups, with each being set a specific scenario and media interview challenge. Following mock interviews, teams were provided with feedback and tips for improvement, and rated on how well they communicated their key messages. The session was co-ordinated across multiple countries through WebEX and videoed for ongoing training purposes.
• Both sessions included an update from Sigma-Aldrich's CFO on regulatory obligations.

Outcome

"The training increased awareness in the Company about the media and how we can work productively in partnership to communicate our Company's news and messages" said Jeff Broadway, Marketing Communications Manager at Sigma-Aldrich. "The exercises were enjoyable but challenging, and provided some very good pointers as to how to handle media interviews as well as an understanding of the coverage that might result. Training is very valuable to improve communications skills and techniques" added Jai Nagarkatti, President and CEO.

December 2006

To discuss our capability in this area please contact:
Sue Charles, Managing Partner
+44 (0)20 7457 2020
sue.charles[at]collegehill.com

© 2008 College Hill Associates | Registered in England No 1036926 / VAT No 245666930 | Legal

other clients