Find Your Voice - Media Training for Bankers

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Program Content
Workshop participants will learn how to work with the media in both proactive and reactive situations. The objective of “proactive” media training will be to provide participants with an understanding of how print, broadcast and online media outlets work, and how bankers can develop media relationships that position their banks as trusted resources.

The “reactive” portion of the training will provide participants with insight into creating a communications protocol for media interviews, as well as how to communicate in times of crisis. Participants will benefit from relevant case studies and will learn three key rules of crisis communications.

Bankers will learn how to articulate core messages for media interviews and how to ensure effective delivery of those messages. A “think on your feet” approach to handling challenging media questions will include exercises to help participants bridge to the core message, peg their message and flag their message to intended effect.

Mock interviews will cap the workshop. Bankers will be grouped into units of four, with each assigned a different scenario. Participants will practice brainstorming core messages and applying the three-step message delivery technique. Follow-up critique and discussion will reinforce skills learned.

Agenda

• Welcome, introductions and expectations 
• How to Develop Proactive Media Relations 
• Reactive Media Relations - Message(s) and Delivery  Techniques 
• Exercise – Developing Core Messages, Pegs and Hooks 
• Crisis Communications Workshop 
• Avoiding Media Pitfalls
• Conducting Damage Control
• Tips and Tricks for Message Delivery (dress, mannerisms) 
• Videotape Mock Interviews and Critique – 1 hour, 15 minutes
• Discussion and wrap-up

Who Should Attend
“Find Your Voice - Media Training for Bankers” is designed for anyone in the institution who helps project the image of the bank to the public. Bank presidents, CEOs and others who may need to speak to reporters should take advantage of this hands-on training. Bank marketers and others who work to build relationships with the media likewise will benefit.

Meet Your Presenter
Susan Miller is president of Ewing Miller Communications, a boutique public relations agency specializing in media relations. She founded Ewing Miller Communications in April 2009, after serving more than a decade with one of Indiana’s most esteemed public relations agencies.

As a media relations practitioner, Susan enjoys helping organizations tell their story to various stakeholders including shareholders, employees, customers and prospects. Over the years, Susan has worked with a wide breadth of business-to-business, retail and nonprofit organizations, helping them deliver results-driven messages to targeted audiences.

Clients include the American Medical Association Insurance Agency, Kellogg Foundation, Indiana Humanities Council and Networks Financial Institute at Indiana State University. She has secured media coverage in print, broadcast and electronic media, ranging from American Banker to Good Morning America Now, The Economist, Wall Street Journal and The Huffington Post.

Prior to embarking on her public relations career, Susan spent a decade working in the financial services industry, including service as marketing director for STAR Financial Bank. She writes a weekly business column for the Herald Bulletin and contributes regularly to various publications. Susan earned a bachelor’s degree in public relations from Purdue University.

Fees
The following fees include the program, materials, continental breakfast, lunch and refreshments:

IBA Members
$225 First Person 
$155 Additional Member from Same Institution

Agenda
8:30 a.m.         Registration & Continental Breakfast
9:00 a.m.         Program Begins
12:00 Noon      Lunch (included)
1:00 p.m.         Program Resumes
3:30 p.m.         Program Adjourns

Location
IBA Center for Professional Development
6925 Parkdale Place
Indianapolis, IN 46254

The IBA Center for Professional Development is located on the westside of Indianapolis just off of I-465. From I-465 take the 38th Street West Exit (Exit 17). When you exit go west on 38th street. Turn north/right onto Eagle Creek Parkway and then east/right onto Parkdale Place. Our address is 6925 Parkdale Place, Indianapolis, IN 46254. Click here for a map and a list of local hotels. Dress is business casual.

Confirmation/Cancellation
Everyone who registers online will receive an e-mail confirmation after the registration is submitted. Within three or more business days prior to the day of an educational program, no cancellation charge will be assessed. Within two days prior, 50% of the fee is assessed. Refunds are not provided for cancellations or absences which occur on the day of the program. Substitutions are welcome at any time.