Senior Executive Media Training – Salam International Investments Ltd.

Salam International is a substantial Middle Eastern group which had grown throughout the region in many sectors from retail to construction, from oil and gas to investment, and had become a public shareholding company without developing a clear corporate communications function. None of the senior executives had been trained in dealing with the media, a fact which was borne out by the group’s response to a crisis situation which had arisen in the recent past.

Tofcs runs tailor-made media training courses specifically for such executives to equip them with the skills and responses for any situation where they are exposed to the media. The course, conducted in English and Arabic comprises a review of the skills required, and analysis of the specific needs of the particular client, development of key messaging, practice interviews, and how to deal with difficult questions and interviewers.
Our client now has several executives who can effectively turn any media exposure to the company’s benefit, and as a result of the training decided to develop a corporate communications function at a senior level to ensure that all communications serve to enhance shareholder value and fit into the overall marketing and development strategy of the group.