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Case study: customised writing training for 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.
Case study: custom media engagement training for 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.
Case study: major programmes for the European Parliament
Pinnacle’s suite of specialised PR courses for the European Parliament shows our ability to design highly customized training for major international organizations, and deliver large programmes effectively. Continue reading “Case study: major programmes for the European Parliament” »
Case study: Capacity building for Europe’s neighbourhood
Since 2009, Pinnacle has worked on a number of donor-funded communication capacity building projects in the Balkans, Caucasus and former Soviet states including Bosnia, Armenia, Georgia, Azerbaijan, Kosovo and Serbia. These programmes aim to help government officials to interact with the EU Institutions in Brussels and to communicate the benefits of EU ties to their local media.
Case study: Stimulating online collaboration among EU projects
The European Commission finances a huge variety of projects that promote sustainable economic development. One of their challenges is to communicate the benefits of this taxpayer-funded work to citizens. The Pinnacle team in Brussels created a custom website and social media network as a collaboration and knowledge sharing platform. We provide free downloadable resources and fire up discussions on the group, which is used by nearly 400 communication managers from across the continent.
Case study: Overhauling a major utility’s communication function
In 2010, Pinnacle was commissioned to analyse and redesign the entire communication function at a major national utility company. The project included Board-level consultation and delivered a fully restructured PR function, supported by a comprehensive electronic library of policies, procedures, processes and templates for all communication activities.
Case study: Creating a nationwide government PR strategy
From 2008-2010 a large Pinnacle consulting team worked with the government of a prominent country to build ground-up a nationwide communications strategy. This strategy transformed the government’s communication culture and galvanised more than 50 ministries and entities into communicating proactively with stakeholders. After the Prime Minister approved the strategy, Pinnacle seconded a multilingual team of consultants to transfer knowledge, support implementation, and develop integrated online and internal communication strategies.
Case study: Rounded PR skills for the world’s top oil company
From 2007-2009 Pinnacle worked with Saudi Aramco, the world’s largest oil company, to develop the skills of its communication and PR specialists as fully rounded professionals. Pinnacle mapped the required core competencies, assessed skills gaps, created individual development plans and delivered a customised training programme for more than 200 employees over 18 months. This project won the 2010 Public Affairs Asia Gold Standard Award in Leadership and Development.
Media interview training for crisis communication
Pinnacle media training teams work daily with companies, PR agencies, law firms and risk management consultancies around the world to train and prepare spokespeople for crisis interviews. Our teams have coached hundreds of senior spokespeople to mitigate reputational damage in live interviews on major news networks.