International corporations often ask Pinnacle to design something special for their communications teams – either to focus on a particular area of communications expertise, refresh their knowledge of the latest ideas and practices, or as a stimulating and useful team-building exercise.

A common challenge for communication directors at international companies is how to ensure quality and consistency in the output of a PR team distributed across many countries and continents. One way it to bring them together once a year for a group training programme. For some companies the training itself is the main event; for others it is an afternoon or an extra day added on to a team strategy meeting.

B. Braun

B. Braun is one of the world’s leading manufacturers of medical equipment, with 30,000 employees in more than 50 countries. The company commissioned Pinnacle to design and deliver an interactive communication seminar as part of an annual communications team meeting, which brought together PR professionals from its offices all over the world.

The half-day session in Barcelona, Spain, began with a series of briefings, case study discussions and workshops on the principles, instruments and dynamics of public relations: its role in the marketing/communications mix, integrating brand communications, the latest tools and tactics, and developments in the global media landscape.

After the break, the second half was a practical PR writing workshop based on analyzing and deconstructing a weak press release and rebuilding it into a strong press release powerful enough to make the news.

Kraft Foods

Kraft Foods, the world’s second largest food and drink company, markets popular brands in more than 150 countries. Kraft identified writing skills as an important tool and area of development for its communications teams in a number of countries across Europe and the Middle East, and brought them together for a custom-designed Pinnacle writing training session.

The session in Vienna ran over one and a half days, and was delivered by a highly experienced journalist and Pinnacle trainer. It covered a range of topics from news values and judgment through the principles and forms of PR writing to the practicalities of headlines and press releases. The format was practical and interactive, with plenty of exercises, individual coaching and critical feedback.

Hachette Livre

Major international publisher Hachette recently commissioned Pinnacle to run a customized “creativity in PR” session for groups of its communications staff.

UPS

Pinnacle has run several customised media relations and writing training sessions for UPS, the world’s largest package delivery company.

Comments from delegates:

“I liked the interactive structure of the training, particularly the exercises; the small number of delegates meant enough time for good discussion.”

“Dynamic, with real examples and with a real journalist’s perspective.”

“Practical and useful tips.”

“I liked the open discussions and exercises.