Media training was a priority component of Sawmill’s launch recommendations for a recently opened community bank. Senior executives met for a full day of training and coaching that included the basics of message development, interview preparation and a mock interview session.
While the training session equipped them with techniques and strategies that they have incorporated into their interviews with reporters, the executives also agree that it helped them to carefully craft and consistently communicate messages about the bank that are the essence of its brand identity. In just the first year of existence, the bank has a clip book to support this success in brand messaging and, importantly, recognition by the media of its brand value.
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