Media training for the staff

The Client

Central Tisza Environment and Water Authority is responsible for water conservation and, management, river training measures, flood control, inland water management and agricultural use in 7 eastern counties covering an area of 7,179 square kilometres.

Challenge

St Scope was charged with the task to prepare a complex action plan regarding the public communication of the new flood control project of the region. It included a detailed communication strategy, the ways and means of the methods needed and the description of programmes and marketing communication tools.

ST Scope’s solution

We elaborated a communication package that was able to arouse sympathy in people living nearby or in the region and to gain public acceptance. One of the programmes described in the action plan was a communication training course held for the Authority’s 20 employees in Cserkeszőlő between 27 and 29 January 2010.The participants, coming from 4 different departments and having different positions, formed a rather mixed group, but were all involved in communication tasks (e.g. press relations, administration, customer service, external communication). During the course we discussed the media, its nature and mechanism, the peculiarities of news management, summarised the efficient structure and formulation of the message, and showed debate techniques how to anticipate and handle difficult questions, and provide adequate answers along the line with the message. We also provided some practice: modelled life-like interview situations and typical public forums. Our aim was to demonstrate how to use assertive communication tools in the case of provocative and/or unprepared partners and at the same time how to get important messages through by means of distracted hot- tempered behaviour, reduced indifference and aroused interest.

Achievements

As a result of the training the Authority handled the communication of the investment project in a very successful way. Its employees were confident during the press conference and public forums and gave professional responses to questions.