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Burson-Marsteller Training How to convince your audience

Burson-Marsteller’s program offers you tailor-made training to enhance and develop your key messages and presentation skills. Together with our experts you can build credible and convincing arguments, improve your public speaking techniques and make an impact – in the media or on the podium. Our overview of the Swiss and international media landscape enables you to gain a better understanding of how the media works.


Successfully combining style and content

You want to: – appear confident before an audience – be more assured when dealing with journalists - understand how the media really work - convince people by saying the right things the right way - deliver the right message in the right form to demanding audiences - use your personality to further your communications aims - be prepared for “communication crises” - develop content into a powerful message What we offer: – expert coaching on content and style – tailor-made training for individuals or small groups – training for specific professions (C-level, scientists, lawyers, executives, politicians, junior staff, etc.) – thematic training based on specific current events (political election campaigns, mergers and acquisitions, change management, crisis prevention, restructuring, product launches, etc.) – an experienced coaching team made up of journalists and advisers – professional and discreet training facilities in our own studio – tried and tested coaching methods and basic principles – a multilingual team capable of leading sessions in English, French, German and Italian, with specialized knowledge of specific industries and sectors

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Sometimes, it all comes down to the way you communicate... As a product manager in a consumer goods company, you are rolling out a new product and need to communicate effectively with consumers, the market and the trade press. One of your products has to be taken off the market worldwide. As CEO of the company, it is your task to maintain the reputation of your company in public. As a lawyer, you need to defend the interests of your client by giving information to journalists in front of microphones and cameras. As a scientist, you need to deliver complex information in an appropriate and understandable way to your target audience. As a regional manager of a production facility, you are announcing a forthcoming restructuring and have to find answers to the emotional questions coming from the workforce. As a politician, you need to develop a successful way of arguing your case. You want to come across convincingly in radio and televised statements, as well as in controversial debates and interviews. As an executive board member, you need know to how journalists work and how you can handle inquiries in an effective way. As part of the management team of a company, you want to develop the right messages for a forthcoming internal change process. As part of a company’s crisis team, you need to practise predefined procedures, implement scenarios and test your crisis management processes by means of practical exercises. As CEO or CFO, you are preparing for your company‘s imminent IPO and need to become increasingly confident in your dealings with financial journalists and analysts.

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Experience shows that you are judged at least as much on they way you communicate, as on the content of your message.


Communications professionals sharing their communications expertise Our training sessions are based on communications science, as opposed to a “cosmetic” approach. You will learn tried-and-tested communications techniques that will allow you to get your message across in a confident and credible way combining good body language, gestures and voice control. The crux of our teaching philosophy is self-awareness, shared analysis and a blend of argumentation and presentation. Burson-Marsteller’s experts have been running training sessions for clients for decades, and our approach is designed to combine communications know-how with expert advice on content, implemented by our communications specialists in tailor-made training sessions – a strategic approach combined with pragmatic and efficient implementation. Our basic principles – Practical exercises in front of cameras and microphones – Short, tailor-made theory sessions – Focus both on content (argumentation) and style (persona/presentation) – Advice and shared analysis of replays of recorded exercises – Tailor-made content to reflect current themes, issues and business challenges Goals – Gain confidence – Develop skills both in style and content – Build experience

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Our services in a nutshell The services listed below are just some of the training courses offered by Burson-Marsteller. Each can be taken as individual sessions or as part of a combined training module. Your requirements define the actual content. 1. Media Training Training in front of the camera combined with theoretical know-how helps you to perfect your public appearance. – Practical exercises with camera and microphone – The basics of communications - message, expression, body language – Developing the right messages – How to deal with journalists – Rules and tips for your media appearances – Background and rehearsal of various forms of communication: statements, interviews and discussions – Different types of interview (television, radio, print, trade press, via telephone, via satellite) – Overview of your rights and your obligations when working with the media 2. Media Landscape Workshop This workshop aims to familiarise non-Swiss executives with the intricacies of the complex Swiss media landscape. It also includes an in-depth overview of the Swiss media consumer, helping to gain better insight into the many stakeholders involved. – Overview of the Swiss media landscape – The nuances of the Swiss media – Swiss journalists and how they operate – Media products and publishing houses – the people to know – The Swiss media consumer – Language boundaries – public service – television monopolies – Local media – Trade press and event-based media – Legal and regulatory bodies 3. Public Speaking It is not easy to stand in the spotlight. This training session enables you to perfect your public speaking skills. – Effective presentation techniques – Coaching for speeches and presentations – Presentation training for specific occupational groups – Analysis and development program for senior management – How CEOs should position themselves – Interpersonal communications capabilities

Target audience: Management, politicians, industry specialists, union/association representatives, communications professionals.

Target audience: Those new to Switzerland, foreign executives or communications specialists.

Target audience: Executives from the economic sector, administration, unions/associations and politics.


Target audience: Executive Board Members, project committees, strategy groups, heads of communications.

Target audience: CEOs, CFOs, heads of investor relations, senior communications executives.

Target audience: Members of crisis teams in businesses, senior communications executives, quality managers and industry specialists.

Target audience: Senior communications executives, project and strategy committees, industry specialists.

4. «On message» Training This training module enables executives to find convincing arguments in order for their messages to be understood. It is particularly effective for those needing to communicate major changes in company strategy, business focus or company structure. – Process definition for issue analyses and strategy development – Development of a coherent communications strategy – Definition of key messages and arguments – Testing the validity of messages in controversial discussions – Q&A sessions 5. Financial Communications Training Becoming a stock-market company can offer many opportunities and challenges. Communicating the equity story and financial information effectively lies at heart of this training program. – Communication with business journalists – Communication with analysts – Training for media and analysts’ meetings (conferences and one-on-ones) – Preparing financial road shows – Generating media coverage of equity stories/investment cases – Financial market-oriented presentations – Q&A training 6. Crisis Training Crisis scenarios need to be anticipated and rehearsed well in order to be fully prepared for all possibilities. – Workshops on crisis management process development – Role-plays illustrating possible scenarios – Crisis simulations – Training in crisis management skills 7. Digital Media Training The digital media are revolutionizing the way we communicate in the 21st Century. It is becoming essential for all businesses to be aware of both the advantages and pitfalls of digital communication, learning how to effectively use the dynamic platforms and tools it offers to drive their business forward. – The Dialogue Age – what does it mean? – Overview of the digital media landscape – User-generated media – the tools – The importance of the digital media – risks and opportunities – Modes of operation and current trends – Case studies – The challenges for PR

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Training Modules

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All-day training course Half-day “refresher course” On-site training at your premises (half day or whole day) Last-minute coaching before a specific event Intensive training (two-day module)

Our training sessions can be carried out in a discreet setting or in our own training studio, in a television studio or on-site at your office. Depending on your individual requirements and situation, we can conduct these training sessions together with specially selected television journalists to assist with coaching and interviews.

Our Communication Coaches Our team is made up of former journalists with backgrounds in print and electronic media, and communication coaches with longstanding experience, specializing in various industries, topics and issues. As one of the leading communications agencies with offices throughout the world, we have access to a global coaching pool that enables us to organize training sessions in almost any language, led by coaches with the necessary expertise.

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About Burson-Marsteller Switzerland Burson-Marsteller is one of the leading agencies for public relations and communications advisory services in Switzerland, with offices in Zurich, Bern and Geneva. B-M provides services in the fields of business and financial communications, public affairs, health care and scientific communications, media relations and in specific areas of advertising. The company is headed by Roman Geiser. About Burson-Marsteller Burson-Marsteller (www.burson-marsteller.com), established in 1953, is a leading global public relations and public affairs firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, advertising, and web-related services. The company’s seamless worldwide network consists of 56 wholly-owned offices and 44 affiliate offices, operating together in 57 countries across six continents. BursonMarsteller is a part of Young & Rubicam Brands, a subsidiary of WPP Group plc (NASDQ: WPPGY), one of the world’s leading communications services networks. B-M Training is an offering of Burson-Marsteller Switzerland which will be adapted to client needs. Other tools include: – Web Rep – CEO Positioning – Eurocrisis Forum

More information Burson-Marsteller AG Zurich: Grubenstrasse 40, 8045 Zurich Phone +41 (0)44 455 84 00, Fax +41 (0)44 455 84 01 Bern: Konsumstrasse 20, 3000 Bern 14 Phone +41 (0)31 356 73 00, Fax +41 (0)31 356 73 01 Geneva: 18, bd. des Philosophes, 1205 Geneva Phone +41 (0)22 593 69 20, Fax +41 (0)22 593 69 39 www.b-m.ch, info_bm@ch.bm.com

Training: How to convince your audience?  

Training: How to convince your audience?