AAA Mid-Atlantic training

Case Study: AAA Mid Atlantic Media Training – full day training


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We provided a custom half-day media training sessions to officials from AAA Mid Atlantic during their annual retreat.


The training exercises included video support for mock interviews, which provided participants with an on-camera experience and a critique of their strengths and weaknesses as a communicator.

Our format covered a variety of requested topics, including:

  • Hands-on Training in Media Relations
  • Message Development using the “Message Box”
  • “Live On Camera” Mock On-Camera Interviews with Performance Critiques
  • Crisis Communications, Anticipating the Worst

The workshop format provided an interactive hands-on experience. For example, each participant will work with the instructor and their colleagues to build a media relations “Message Box”. Their understanding of the benefits of readability and plain English in public relations was improved with a quiz that measured their vocabulary. The Crisis Communications section included relevant and role-playing exercises.

We worked closely with the client to develop this training session using relevant examples tailored to their organization’s experience.


Attendees were asked for a written evaluation the end of the day, and the format and training exercises received high marks.  Staff at AAA-Mid-Atlantic were able to sharpen their skills as a result of the training sessions.

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