Pinnacle London

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. The European Parliament sits at the heart of the world’s most complex challenge in political communications. Its 785 MEPs represent almost 500 million people speaking 23 languages in 27 countries, many of whom see Brussels as distant, irrelevant or worse. Yet the Parliament is among the world’s most powerful legislatures, and its decisions affect everyday life in fundamental ways. This adds up to a mammoth challenge for the European Parliament’s Secretariat, whose job it is to communicate to citizens how the Parliament is working on their behalf. Recognising the essential role of the media in this process, the Parliament launched a tender to train its communicators in specialized media skills. Pinnacle won.

Pinnacle’s solution

Pinnacle designed and delivered more than 50 days of training for more than 100 European Parliament staff whose role includes communicating with the public, in two languages (French and English), and over the course of more than a year. The courses were closely tailored for the needs of European Parliament communicators, including many workshops and case studies designed around the situations and topics that they face in everyday work. Three separate programmes were delivered: Media training – principles and practicalities of giving effective interviews to TV, radio and print media, including simulated TV and print interviews. Media relations – understanding the media landscape, how journalists work and think, news angles and news values, and putting it into practice in everyday media relations. Web TV – how to create informative and interesting audiovisual packages for Web TV. This course included a step-by-step process from concepts and visuals to scripting and recording voice-overs. Results -    Course participants rated training on average more than 4.5 out of 5