Another lovely line about the courses

Leadership for Reputation training


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We are: Sue Wolstenholme, a Chartered public relations practitioner with current experience in giving national news interviews on all media as well as working as a consultant in reputation, issues and crisis management nationally and internationally. Sue leads the sessions and coaches each member of the group, between sessions.

Sarah Lillicrap, until recently, a senior reporter on radio and television (ITV) with twenty years experience of interviewing for news as a specialist, investigative and a general journalist;

Mike Tope, a lighting cameraman and sound recordist who has worked in radio and now works in television on news, documentary, various reality shows, Top Gear, ITV Sport (Olympics, world cups, rugby and football, Formula One racing and the Tour de France to name a few).

As a team we have worked with senior government officials, over 130 CEOs, a number of senior management teams, a waste management company facing planning issues, an economic development company and in various public and private sector organisations facing a crisis of reputation.

The first meeting

It would be important to carry out some work with participants before the media training. The purpose would be to establish the relationships needed, upon which a sound reputation can be established. This half-day session would be led by Sue.


As a result of attendance on this workshop, participants will:

  • Have an increased understanding of their role in managing the organisation’s reputation

  • As well as appreciating the requirements of giving an effective reaction participants will also understand how, why and when to step forward and take the lead in local, national or international debates of importance to the organisation

  • Develop confidence in managing the organisation’s reputation proactively


The topics covered in this half-day workshop will include:

  • Reputation management fundamentals

  • Relationship building where it matters most

  • Messages

  • Principals of issues management and crisis prevention

  • Opportunity-building and leading the debate

  • Public affairs

  • The ambassadorial role


The programme includes a mixture of interactive presentations, group discussions and practical exercises all designed to enable participants to put theory into practice and develop real-world reputation leadership skills.

The sessions include a range of relevant reputation management case studies, some involving considerable public difficulty. Participants identify and evaluate strategies employed, and then reflect on the principles learnt and what they imply for themselves and their organisation.

The media training

Before the training we will research to consider the best scenarios to use with the participants.

The day before the training each participant will be sent their scenario in the form of a transcript from radio news. They are asked to imagine hearing it on their way to the training the next day.

During the six-hour day there will be three sessions, with the second concentrating on the impression and the third on the message. During the day there will be a range of tips and suggestions with each session considering the news angles, the effect of the setting, the way the camera can influence the viewer, likely distractions, the overall context, keeping control and the likely positioning and headline for the story emerging. There are also details explained about the use of radio, social media, print and public meetings. Each participant will be given a full set of notes at the end covering all aspects of giving news media interviews and making presentations.

After each session the interviews are played back and considered, with all the learning points drawn out and questions addressed.

Sue discusses, with each participant in turn, how they want to come across and they choose a style, with which they feel comfortable, such as confident, knowledgeable, sympathetic and so on. Sue guides them as to how those impressions are made and how to focus just on being that and use the questions asked to help them to illustrate it.

There is then a studio interview, following on from the first interview, to develop the story. The ‘studio’ is in the same room as the participants, so they can watch the recording. Again the interviews are played back and discussed as before with the impressions made being considered in detail, and how they might have been done differently and strengthened.

The third session starts with a discussion on messages, their impact and how audiences understanding can be developed.

By now some understanding has grown and participants can see how open, simple and clear they must be to make an impression and deliver a message that ally to their personal brand and that of the bank as well.

This session takes the form of an ‘as live’ or outside broadcast, which is recorded in an adjacent room by Mike, with Sarah asking the questions remotely. The interview will be heard in the main room so that the other participants can consider the greater impact that radio has on the listener than television does on the viewer.

As earlier there will be a playback and discussion before Sue, alone with the participants, pulls together the strengths and weaknesses.

There can be an optional final session.

This will be in the form of a panel discussion with four participants at the table in a newsroom setting, where issues are discussed in more detail.

This last session is played back on screen and the overall impacts made are discussed along with the day as a whole. If required Sue can have one to one discussions with each participant on the whole training at the end, instead of the joint feedback, if that is preferred.

Equipment and space

All the equipment comes with us, except the play back screen, which needs to be be provided.

We need a reception area and two rooms adjacent to each other. One large enough for all the participants to sit around a table and see the screen with space at the end for two chairs and a coffee table.

Course Categories:

  • Crisis Management Diploma
  • Certificate in Leadership for Reputation
  • Foundation Award
  • Full Public Relations Diploma
  • Government Communication Diploma
  • One Day Of Training