THE CHALLENGE
Cleveland’s Rock & Roll Hall of Fame was preparing for its annual induction ceremony, a highly-anticipated event viewed by millions around the globe. With a significant media presence leading up to and during the event, the Rock Hall wanted to ensure that its spokespersons were well-versed in key talking points, confident in their ability to answer challenging questions and prepared for the unexpected during the media cycle. To ensure that their spokespersons would be able to handle the rigorous interview schedule, the Rock Hall enlisted Dix & Eaton to conduct proactive media training.
THE STRATEGY & SOLUTION
Dix & Eaton wanted to ensure that all spokespersons (newer and seasoned), were aligned in their messaging. Our training included leading a large group session to discuss the following elements:
- Identifying how to craft newsworthy, timely and relevant pitches
- Interviewing dos/don’ts
- Developing thoughtful talking points
- Ensuring key messages are delivered during an interview
- Staying on task during an interview
- Learning how to use media training in everyday interactions with stakeholders, partners, etc.
- Navigating the world of virtual interviews
- Answering questions that were not anticipated
- Dressing for on-camera interviews
We also conducted mock interviews with a small group of executives. These interviews were captured on camera and reviewed in a group to deliver praise, guidance and ways to perfect skills moving forward.
THE RESULTS
- The Rock Hall prepared multiple team members for dozens of on-camera interviews before, during and after the induction ceremony.
- The team exuded greater confidence and composure during their interviews.
“Dix & Eaton’s media training helped prepare our team to proudly represent the Rock & Roll Hall of Fame at our biggest global event of the year. Each team member gained actionable insights to put into practice immediately, and we continue to use those to this day.” – Dawn Wayt, VP of Marketing & Sales
