Providing Media Management Training for CCG Senior Leaders
Background – When NHS Shropshire, Telford and Wrekin Clinical Commissioning Group (CCG) became a single organisation, a need for media training was identified to ensure all members had a good understanding of how the media operates and that they would feel confident interacting with them.
The NHS Midlands and Lancashire Commissioning Support Unit (MLCSU) Media, Editorial and Publications Team provided a media training course specifically designed for senior staff and clinicians in the NHS. To be COVID-safe, the normal face-to-face training was switched to Microsoft Teams. This training session focussed on building the skills, awareness and techniques that key spokespeople need to confidently get their message across, to understand how to spot a story and to be aware of common pitfalls that could arise when carrying out a media interview.
As the NHS is an area of public interest, attracting intensive scrutiny from UK media organisations, the training was centred on the importance of reputation management and how to handle difficult questions during a crisis.
We always base our training on credible hot topics that participants should be familiar with.
The training was personalised to reflect each senior leaders’ knowledge and experience. Feedback reflected that they felt supported throughout and particularly found the opportunity to ask questions to a media specialist really helpful.
The media workshop placed a heavy emphasis on practical interview experience, so each participant had the opportunity to take part in a pre-recorded broadcast-style interview, which was then reviewed. This not an exam, and there is no pass or fail. It’s about confidence-building in a safe environment and working out what went well and where possible improvements can be made.
Meredith Vivian OBE, Deputy Chair, Lay Member for the CCG’s Governing Body and Policy Lead for Patient and Public Involvement, said:
“During this training session I became aware that the MLCSU media team brought with them a wealth of learning grounded in the extensive experience of handling high profile and controversial crisis communications in the health and social care sector.
“The way that the media trainers used specific and personalised examples to guide best practice and to educate about how journalists work clearly resonated with everyone involved. This hands-on training was exactly what we needed to provide senior leaders with the confidence and background knowledge to communicate effectively with the media and take part in interviews moving forward.
“The media training service provided was professional, comprehensive and has helped me when working with the media since.”
For further information about how we can support you please email: firstname.lastname@example.org.
News and views
Robert Beardall, Inclusion Unit Project Manager, MLCSU As a professional navigating the financial landscape of the NHS and…
We are excited to announce a partnership between NHS Midlands and Lancashire CSU’s Personalised Healthcare Commissioning Team and…
Nicola Ainscough, Head of System Delivery, MLCSU The recent communication from NHSE, referencing the letter titled ‘Addressing the…
How we can help health systems
Developing health systems
Acting as an independent and trusted partner within the system to facilitate working across stakeholders and integrate elements of the provider system…Learn more about Developing health systems
Workforce resilience and transformation
Supporting systems to build a sustainable and integrated workforce, transforming systems, organisations and the workforce experience to improve resilience.Learn more about Workforce resilience and transformation
Communications and engagement
Supporting ICSs with approaches to design and deliver effective communication, engagement and behavioural insights as a key enabler for system change and…Learn more about Communications and engagement
Digitally enabled transformation and IT
Digitising care and partnering with systems for the transformation of digitally enabled service delivery (and other supporting processes) across vision, planning and…Learn more about Digitally enabled transformation and IT
PHM analytics and decision support
Applying intelligence-led understanding of the health of the population to support the redesign of care and improve patient and financial outcomes across…Learn more about PHM analytics and decision support
Place and primary care transformation
Supporting providers to work together at a place and neighbourhood level to manage common resources, integrate community teams, improve health and reduce…Learn more about Place and primary care transformation
Clinical redesign and provider collaboration
Redesigning how health and care works across England - placing people at the centre of their own health and care and utilising…Learn more about Clinical redesign and provider collaboration
Personalised healthcare commissioning services
Providing end-to-end funded care services, including patients as active partners in identifying their healthcare needs and then commissioning care to meet these.…Learn more about Personalised healthcare commissioning services
Business enabling services
Delivering a wide range of support functions through transactional services, business partnering and transformation that drives efficiencies and releases value and time…Learn more about Business enabling services