Media Training

Media Training:

How prepared are your executives to handle media interviews - both positive and hostile?
Do your spokespeople know what they should and, more importantly, shouldn't say publicly?
Do your executives stay "on message" about the company when talking to all stakeholders?

Third Avenue Media Training is a bespoke training firm offering key message development and media training and awareness for executives who want to clearly communicate to all stakeholders and who are conscious of their public image.

We believe that traditional "media training" is only part of the equation. Our clients are savvy, reputation-aware and acutely mindful that all stakeholder communication, whether it is to the media, shareholders, clients, peers or internally focused, must be led by the confident delivery of clear and consistent key messages.

Our training program comprehensively coaches executives on the media landscape, interview techniques and dealing with journalists. We place strong emphasis on tailored key message creation to boost overall communication by providing clarity, focus and precision.

Why media and key message training?

To understand how the media and journalists work
To lessen fears about what to expect
To effectively deliver key messages and tell your story
To present a clear, consistent story for your business
To treat all media interviews as marketing opportunities
To highlight the dangers of "winging it"
To be comfortable, confident and manage nerves
To get the best outcome from your media coverage.

The modern workplace, coupled with an explosion in media channels and a 24/7 media environment, demands that key executives develop strong communication skills so they can effectively present their story to key stakeholders. Media interviews, public speaking, networking events, social media, staff meetings and even social events are all marketing opportunities to promote your company's brands and vision.

Third Avenue Media Training develops and enhances professional communication skills to ensure executives deliver the right message every time.

Trainers

Your trainer is Rochelle Burbury, who has 20 years experience as a journalist and editor and has been a media trainer for more than a decade.

Rochelle Burbury
Rochelle Burbury has more than 25 years' experience as a journalist, editor, media trainer and PR professional. As a business journalist and editor, Rochelle has written on media, marketing, advertising, consumer trends, retail and general business. Rochelle began her career at media, advertising and marketing journal B&T Magazine, where she was promoted to Editor. She then joined The Sydney Morning Herald as Media & Marketing Editor, followed by The Australian in a similar role. Before establishing her own PR consultancy Access PR, Rochelle was Media & Marketing Editor at The Australian Financial Review, where she also wrote for AFR BOSS and the AFR Magazine. In 2011, Rochelle sold Access PR and in 2012 worked with AdNews magazine as Consulting Editor. She established public relations firm, Third Avenue Consulting, in 2013. Rochelle is a former Board member of the International Advertising Association (IAA) and a mentor with Legends & Leaders. Rochelle has judged B&T Awards, PANPA Newspaper of the Year Awards, AdNews Awards, Mumbrella Publish Awards and Mumbrella CommsCon Awards.

Please contact Third Avenue for further information.

Example agendas:

1: On-Camera Interviews and Media Awareness

Interview preparation and techniques
On-camera mock media interview with critique and review of presentation skills
Understanding your audience and how you want to change them
How best to get a journalist's attention.
How to build relationships with journalists
When things go wrong

2: Key Messaging

What key messages are and why they're important
Techniques on how to use key messages
Key message brainstorming session specific to your business
Development/refinement of key messaging for print, broadcast and digital media

3: How the Media Works

Understanding what the media wants
The modern newsroom, changing news cycles and news gathering, story pitching, what the media wants (and doesn't want) from you.
The changing media landscape
Real life examples of good and bad media management
Building productive relationships with journalists
Avoiding the pitfalls - do's and don'ts with the media

We originally approached Rochelle to work with us to help build our profile in the media sector and increase awareness and understanding of the strength of our audience to advertisers.

We have since seen a significant upturn in our share of voice in the media with a number of innovations and positive stories, which continued through the merger of Fairfax Radio and Macquarie Radio.

Rochelle’s strategic expertise and strong relationships with journalists have certainly been key contributors to that success.

Nick Randall

National Agency Sales Director

Macquarie Media Limited

I have worked with Rochelle over a number of years, from when she was a journalist, co-founder of an award winning PR agency through to now as the principal of a specialist independent PR firm.

During these different incarnations Rochelle has delivered consistently on the various briefs set.

She has been a hugely valuable asset as she works as part of the team ensuring that all bases are covered from strategy and messaging through to delivery.

Sarah Keith

Australian Head

VivaKi

I have known and worked with Rochelle for several years now and I have found her to be a true professional.

Rochelle has worked as a senior journalist and in PR which brings a unique perspective to her business.

She understands the media better than anyone else and brings great strategic skills to the table as well as telling it like it is, which is rare and valuable in this business.

Ian Hogg

Regional CEO

FremantleMedia Australia

Rochelle Burbury has been a colleague for more than six years in providing PR services to The Newspaper Works in my capacity as Marketing Director.

During that time Rochelle demonstrated a deep understanding of the media landscape, incredibly strong strategic skills, adept stakeholder management and a high level of both pragmatism and responsiveness.

To add to the breadth and depth of talent and experience she brings to any table, Rochelle is also a fantastic person to work with and unendingly reliable to boot.

Lucia Elliott

Principal

Creighton Ward

We approached Rochelle and two other PR agencies just after the acquisition of TMD by CROSSMARK. The brief was to build the CROSSMARK brand profile and relevancy amongst major retailers and brand owners in Australia and New Zealand.

Having followed Rochelle during her days as a journalist, I was aware of her professionalism and knowledge of the Australian and New Zealand media industry. Together with Rochelle we shaped a clear and elegant traditional and social media PR strategy, that required commitment from me and my leadership team to deliver.

Over six years, the CROSSMARK brand has become the leading and most trusted brand in our industry sector. CROSSMARK has grown to the largest supplier of retail marketing services in the region.

I believe our PR strategy has been a key part of that success.

Kevin Moore

Chairman

Crossmark Asia Pacific

Rochelle and Angela were invaluable to us when we launched our digital asset storage and management platform VisionVault.

Having both always worked in the advertising business I think we briefly thought we could write and circulate our own PR, but how very wrong we were. Cheers girls.

John Lamble

Director

Visionvault

Rochelle delivers strategic PR advice that is honest, direct and thought through.

She is proactive and responsive, understands the market and is respected across the media fraternity.

I’ve known Rochelle in a professional capacity for many years, she is consistent and she cares.

Simon Wake

Managing Director

Ipsos Mediact

When it comes to business and trade media, Third Avenue is second to none.

The team is exceptionally professional and accessible. They have wonderful media relationships and contacts. Third Avenue's skill set around crisis and issues management in particular, and all levels of PR advice, is unmatched.

We have also engaged Third Avenue to conduct PR management training and preparation, including media training and key messaging skills.

I highly recommend the Third Avenue team.

Chelsea Wymer

National Trade Marketing Director

Fairfax Media

Rochelle is the consummate PR professional.

She understands the space we operate in better than most. I’ve had the privilege of knowing and dealing with her on and off for nearly 20 years, whether it’s as a trusted communications advisor, or insightful journalist. It’s probably the combination of her career working both sides of the fence, but Rochelle is a rare package of skills and expertise not easy to replicate in my experience.

This is why we entrust her with the all-important PR work for our business.

She’s smart, easy to work with, and not afraid to give it to you straight, even when she knows it may be news you don’t want to hear.

Craig Flanders

Co-Founder

Spinach