3-6 March 2025

Make your media matter

You’re in comms. Your clients are going to Mobile World Conference (MWC) Barcelona. in March. It feels like ages away. It’s not. It’s a terrific opportunity to meet loads of prospects as well as existing clients but as we hit the ground in January it’s about eight working weeks away.

Let’s say you’ve done your job and got your client a speaking slot. It’s looking promising  but you know their PowerPoint is packed with unreadable text. They’re reluctant to rehearse because they “know their stuff” – but the person at the back of the hall doesn’t and you’re not sure they’ll appreciate the context. You’re concerned your spokesperson will go off piste on stage. Their body language is OK but they might struggle if the lighting isn’t right or if there’s a lectern.

They will also be interviewed by the traditional press as well as podcasters, bloggers and maybe a couple of influencers. You think they know their messages and they’ve assured you they had media training – when they were a manager, in 2011. You remember, when most “serious” media was in hard copy, when Twitter was all smiles and when Nick Clegg was deputy prime minister rather than head of comms at Facebook. MWC was running – it started in 1987 – but that event didn’t bear much resemblance to the modern event. And they’re relying on old training?

Stuff changes

So here’s the news. Stuff has changed. Your spokespeople are more experienced but they’re not the same people they were and interviewers and audiences will expect a more sophisticated approach. Their company’s messages will have changed. Passers-by might capture an argument on their phones and have it on YouTube immediately – the media has changed beyond recognition in recent years and it will continue to do so. Everyone, suddenly, is a broadcaster.

It’s still a terrific opportunity and you absolutely should grab it. This is where Clapperton Media can help by going beyond media training – we understand your clients will often think they’ve “done” media training but with things changing this rapidly it needs to be an ongoing process. We address the media as it is now, not as it used to be – your client’s training in 2011 was probably terrific. For 2011’s needs.

Why not click the link below to arrange an initial chat about how we might help?

 

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