pbn training capabilities 2010
DESCRIPTION
Overview of The PBN Company\'s Training ProgramsTRANSCRIPT
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� � � � �The PBN Company - Ukraine
2010
Train for Superior Performance!
Overview of Corporate Trainings Programs
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� � � � �PBN’s Communications
Training Expertise
� Extensive experience training hundreds of top corporate executives, government officials
and NGO leaders.
� Specialized training to meet the client’s specific needs, business objectives and industry
profile.
� Training that encompasses classroom training and simulation exercises. All trainings are
interactive with practical exercises.
� Training based on PBN’s extensive media relations, public speaking, financial
communications, government relations and crisis communications experience.
� Trainings are regularly updated to maintain currency and technical relevance.
� Multi-lingual professional trainers.
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� � � � �PBN’s Objective
Equip company executives, government officials and NGO leaders
with necessary skills, techniques and confidence
to communicate with key audiences
effectively, persuasively and strategically.
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� � �PBN’s Communications
Training Services
� Media Relations
� Public Speaking
� Crisis Communications and Response
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� � �Methodology
� Videotaping – Each participant will be videotaped as an interviewee (a trainer will play a
journalist function);
� Review / Critics of Recorded Videotape - Using videotape, mistakes, strong and weak points of
each participant will be discussed;
� Interactive Discussions & Practical Exercises are tailored to each client needs (including a list
of tough questions, possible crisis situations, rehearsal prior to public speaking);
� Brainstorming – With trainer’s moderation, participants develop key messages; think out
answers for “tough questions”, simulate “crisis situations”;
� Classroom Presentation is minimized. All recommendations will have practical value and will
be formulated during brainstorming and Q-A sessions.
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If one morning I walked on top
of the water across the Potomac
River, the headline that
afternoon would read: President
Can't Swim.
~Lyndon B. Johnson
“
” Media
Training
INT
ER
VIE
W
PR
ES
S C
ON
FE
RE
NC
E
BR
IEF
ING
PRESS LUNCH COMMENTARY TALK SHOW OFFICIAL STATEMENT
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� � � �Skills Developed: Training Program:
Effective interaction with the media
Persuasive message development and delivery
Handling difficult Q&As
Controlling media interviews: bridging to your messages
5-6 hours
Up to 6 participants
Media Training
� Crafting and Delivering Powerful Messages
o What is news?
o Key message structure
o Hints on message craft and delivery
o Preparation for the interview, press conference, briefing, etc.
� Dealing with Tough Questions
o How reporters think
o Hostile journalists’ tactics
o Win-win strategy in media relations
� Developing Bridging Skills
o Riding on the message
o Bridging tactics and hints
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There are always three speeches,
for every one you actually
gave. The one you practiced, the
one you gave, and the one you
wish you gave.
~Dale Carnegie
“
”Public
Speaker’s Training
ROUNDTABLE DEBATES PRESENTATION NEGOTIATIONS BOD MEETING SO
CIA
L &
DU
TY
SP
EE
CH
R
OA
D S
HO
W
SE
MIN
AR
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� � � � �Public Speaker’s Training
Skills Developed: Training Program:
Effective selection of the right content and format for a speech
Defining appropriate strategies for presentation
Effective performance and message delivery
Handling questions effectively and appropriately
4-5 hours
5-6 participants
�Size and Sound of Words
o Use of rhetorical techniques
o Use of imagery and anecdotes
o Battling for audience attention
�Putting it All Together
o Structure and preparation
o Visual ads and verbal crutches
o Sticking to timeframes
�The Power of Speech
o Persuasion and Argumentation
o Confident speaking and active listening
o Body language, movement and tension
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The Chinese use two brush strokes to write
the word 'crisis'. One brush stroke stands for
danger; the other for opportunity. In a crisis,
be aware of the danger-but recognize the
opportunity .
~John F. Kennedy
“
”
Crisis Communications
TrainingOPERATIONAL NATURAL SUDDEN & POTENITAL CRISIS WORKPLACE VIOLENCEC
ON
FR
ON
TA
TIO
N
R
UM
OU
RS
MA
LEV
OLE
NC
E
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� � � � � �Crisis Communications Training
Skills Developed: Training Program:
Understanding the role of communications in a crisis
Effective delivery of messages during a crisis
5-6 hours
5-6 participants
�Defining a Crisis
o Nature & impact of a crisis
o Crisis and mass media
o Crisis scenarios development
�Crisis Leadership
o Crisis team building
o Prevention, preparedness and
response to a crisis situation
o Crisis Plan Development
�Managing Bad News
o Media relations in Crisis
o Company statement
Development
o Post crisis media activities.
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� � � � !Add-On Options
� Guest Trainers from CIS, Europe and the USA
� Simulation of live “on set” interviews at studios of national and regional TV and radio
stations.
� Simulated press conference / press briefing in Kyiv & regional press centers.
� Express training sessions (2-3 hours):
� quick preparation for press-conference, briefing, press-lunch;
� preparation for a live interview (TV or radio);
� public speaking rehearsal.
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� � � � "Coaching Staff
Myron Wasylyk
Sr. Vice President &
Managing Director
Oksana Monastyrska
Deputy Managing
Director
Dasha Manzhura
Account
Manager
Eugeniy Kachalin
Sr. Account
Manager
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� � � � #Our Clients
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� � � � $PBN at a Glance
Offering: International Strategic Communications Consultancy
Offices: Almaty, Kyiv, Moscow, Washington DC
Services: Corporate & Crisis Communications
Financial Communications
Government Relations / Public Affairs
Employees: 80
History: Founded in 1983
In Russia and CIS since 1991
Shareholders: WPP, the world’s largest communications services company, owns
49.9% of The PBN Company; the remaining shares are owned by the
company’s management
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� � � � %Unrivalled Geographic Coverage
The PBN Company has more professionals focusing
on Russia, Ukraine, Kazakhstan and other CIS markets
than any other international agency in the world.
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& ' ( ) * +Recent Awards and Accolades
“… Even by PBN’s own impressive standards, 2006 was a great year, with global fees up by
close to 50 percent and the Moscow office up by better than 80 percent … All of that helped
PBN secure a deal with WPP, which acquired a 49 percent stake in the company, a move that
will provide PBN clients with access to the global resources of one of the world’s largest
communications holding companies and is also likely to accelerate PBN’s growth in the
emerging markets.”
East European Consultancy of the Year
“… In the politically chaotic, but economically dynamic, environment of today’s Russia,
Moscow-based PBN holds an edge over public-affairs-agency rivals thanks to its relative
longevity, having been in business there since 1990, just when the former Soviet Union was
opening up to Western capitalism. With offices in DC, London, and Kiev, among other places,
PBN represents clients in a number of sectors, including energy, financial services, healthcare,
and IT. Now, with a recent investment from WPP Group, PBN looks well-positioned to
continue its expansion in Eastern Europe …”
Who to Watch 2008
“… In 2009, The PBN Company was listed as one of five nominees in the Best Marketing Services
category of Best of Kyiv Awards, organized by Kyiv Post.
Best of Kyiv
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& ' ( ) * ,What PBN Offers
That No One Else Does
� Unparalleled regional insight based on 20 years of on-the-ground experience in Russia,
Ukraine, Kazakhstan, and the CIS.
� An integrated, multilingual team of senior communications professionals in Russia,
Ukraine, Kazakhstan, and the US.
� Integrated Corporate & Crisis Communications, Government Relations / Public Affairs and
Financial Communications offerings.
� An extensive track record in helping international companies implement effective
communication strategies to support their business objectives in Russia, Ukraine,
Kazakhstan and the CIS.
� And, a proven ability to translate and sell Russia, Ukraine and CIS corporate stories to
international audiences.
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& ' ( ) * -Kyiv • Moscow • Washington, DC • Almaty
10-G Starokyivska Street,
Building C, 1st Floor
Kyiv 04655, Ukraine
Tel.: +38.044.586.63.50
Fax: +38.044.586.63.51
www.pbnco.com