• SHAZAM Media Relations

Member Resources | Media Relations Training

Local news organizations are hungrier than ever for fresh content and credible experts. This means you have the opportunity to help feed local media outlets with valuable expertise while gaining invaluable exposure for your brand. But, successful media relations takes coaching, preparation and practice.

The best media relations training comes from experienced reporters. SHAZAM provides media relations training for the financial services sector. Training is led by Patrick Dix, SHAZAM's vice president of public relations and veteran television anchor with 25 years of experience.

We offer a variety of training courses to best suit your needs.

Media Fundamentals

This half‑day training session at your location provides a unique opportunity to have the inside scoop on the inner workings of media organizations: how a newsroom works, key roles media personnel play, what makes a story newsworthy and how to develop and engage media relationships to promote your message. We coach you through simple steps to ensure you're ready for any interaction with media.

Advanced Interview Techniques

You pitched a story and the media are on their way. Now what? This half‑day, on‑location class builds on the foundation of Media Fundamentals with an in‑depth look at how your financial institution crafts its message during an interview. We outline essential steps that unlock your expertise and set you up for a successful exchange with a reporter. At the end of the course, we'll test your skills in a realistic situational role play, answering tough questions from a real reporter while effectively delivering your primary message.

Purposeful Social Media

In this half‑day class, we identify the key differences between social media channels so you can make informed decisions and expand your brand. Send the right message, at the right time, to the right audience. Learn how to create a post that is viewed, gets shared and generates engagement. Discover why images attached to the post can make a difference and how long of a post is too long. The details make a difference.

To gain insight from real world experience, we'll analyze case studies illustrating organizations who took advantage of social media using a strategic message. One organization, in tune with its brand and messaging, drew massive attention and positive press. Another demonstrates how a negative social media response can damage a business and lose customers.

Media Relations During a Critical Incident

During a critical incident, your business continuity compliance team is focused on maintaining the organization rather than media inquiries. This half‑day class walks you through the three stages of any critical incident. We'll discuss who in your organization needs to be informed and their responsibilities, along with types of communication you can have ready to go at a moment's notice.

These essential steps allow you to quickly move your organization out of disaster mode and to a resolution that minimizes damage to brand and reputation.

The class concludes with three case studies highlighting key elements of a critical incident communication plan, and how to facilitate a conversation with key stakeholders, so you're ready when a disaster strikes.

Let's get started

Your initial consultation is free. We'll talk with you about your needs and provide a customized quote for your training sessions.

After the training

Our media relations training experience doesn't stop after your training. All training courses come with a worry‑free guarantee. We'll be here as your trusted partner to answer your questions about media interaction as opportunities come up.

Contact us now to explore what SHAZAM Media Relations can do for you — call 800.537.5427, ext. 2901, or email pdix@shazam.net.


Media Relations Q & A
Who will benefit from media relations training?

Financial institution presidents and CEOs, loan officers, operations managers, lead tellers, heads of security, compliance officers and marketing managers all have the opportunity to speak with media. These classes will hone their skills and give them the confidence to connect with and create media opportunities.

Our institution is in a small, rural area. Do I really need this training?

Media opportunities are often greatest because of the demand for content, and the risk of unexpected critical incident highest, in small, rural communities. Whether you have a weekly paper or three TV stations in your market, learning how to foster a relationship with media is an important tool in enhancing brand awareness and increasing credibility for your institution.

Can we say "No comment" to media?

"No comment" is the worst answer because the audience infers you've done something wrong. Media inquiries during a tragic incident won't go away by stating, "No comment." We train you to develop and deliver a relevant comment without putting your institution at risk.

Why should we be on social media? It's just noise!

Three-fourths of American adults are on some form of social media. If you're not on social media, your institution isn't visible. Customers and potential clients are having a conversation about you, and you're not there to respond. Plus, you miss the opportunity to connect with local media about the positive things you're a part of every day!