How can listening to messages on voice mail serve as an important media training tool?
"One of the most important - and challenging - aspects of media training is boiling down a client's key messages to seven to 12 seconds each," says Susan Anthony of Sawmill Marketing Public Relations.
In a typical TV story, this small window will likely be the maximum amount of given time to convey a key message.
"During training," adds Anthony, "we'll often highlight a powerful anecdote ...