message development

Aaron Levie is CEO of Box Inc. What is Box Inc? Same question occurred to me, and was his interviewer’s first question. He was prepared for that: A clear, concise and understandable “elevator speech” in under 30 seconds. Levie has that nailed down for all occasions. Levie appears very comfortable being interviewed, despite the fact […]

Inconsistent company messaging through the media can create unnecessary problems for you. Messages for external audiences have got to be clearly communicated to your internal team, first. Otherwise, you open the door to confusion and spending time clearing it up. In late 2018, CVS closed on its purchase of AETNA for $69 billion “transform(ing) its […]

Customer and investor perceptions of your business could be subject to the opinion of third party “experts.”  These experts are a staple of the news media, and provide a seemingly bottomless source of talking heads. For example: Plant-derived foods are making a significant impact both on Wall Street and on restaurant and household menus. Who […]

Listen closely to this sound bite from Apple CEO Tim Cook. See if you come away with his key message. Dealing with the news media requires newsworthy responses employing a basic marketing tactic: message frequency. In short, avoid slogans (that’s marketing), but repeat your most important message that has news value, often (that’s marketing, too, […]

By Eric M. Seidel, CEO The Media Trainers®, LLC  Media training you receive should be comprehensive, customized and teach you strong techniques. Perhaps ironically, many reporters appreciate someone who is prepared. It helps them do their jobs easier and quicker. I base my training on the following rules. They’ve been well received and, gratefully, most of my clients […]