PBN is a communications consulting firm that provides corporate training programs to equip executives, officials, and leaders with skills for effective strategic communication. Their training includes media relations, public speaking, and crisis communications, using interactive exercises and simulations. They have extensive experience training hundreds of clients across industries. Their objective is to help clients communicate confidently and persuasively with key audiences.
1. The PBN Company - Ukraine
2010
Train for Superior Performance!
Overview of Corporate Trainings Programs
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2. PBN’s Communications
Training Expertise
Extensive experience training hundreds of top corporate executives, government officials
and NGO leaders.
Specialized training to meet the client’s specific needs, business objectives and industry
profile.
Training that encompasses classroom training and simulation exercises. All trainings are
interactive with practical exercises.
Training based on PBN’s extensive media relations, public speaking, financial
communications, government relations and crisis communications experience.
Trainings are regularly updated to maintain currency and technical relevance.
Multi-lingual professional trainers.
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3. PBN’s Objective
Equip company executives, government officials and NGO leaders
with necessary skills, techniques and confidence
to communicate with key audiences
effectively, persuasively and strategically.
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6. If one morning I walked on top
“
BRIEFING
of the water across the Potomac
River, the headline that
PRESS CONFERENCE
afternoon would read: President
Can't Swim.
” Media
~Lyndon B. Johnson
Training
INTERVIEW
PRESS LUNCH COMMENTARY TALK SHOW OFFICIAL STATEMENT
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7. Media Training
Skills Developed: Training Program:
Effective interaction with the media 5-6 hours
Persuasive message development and delivery Up to 6 participants
Handling difficult QAs
Controlling media interviews: bridging to your messages
Crafting and Delivering Powerful Messages
o What is news?
o Key message structure
o Hints on message craft and delivery
o Preparation for the interview, press conference, briefing, etc.
Dealing with Tough Questions Developing Bridging Skills
o How reporters think o Riding on the message
o Hostile journalists’ tactics o Bridging tactics and hints
Win-win strategy in media relations
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8. SOCIAL DUTY SPEECH ROAD SHOW SEMINAR
There are always three speeches,
“ for every one you actually
gave. The one you practiced, the
one you gave, and the one you
wish you gave.
”
Public ~Dale Carnegie
Speaker’s Training
ROUNDTABLE DEBATES PRESENTATION NEGOTIATIONS BOD MEETING
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9. Public Speaker’s Training
Skills Developed: Training Program:
Effective selection of the right content and format for a speech 4-5 hours
Defining appropriate strategies for presentation 5-6 participants
Effective performance and message delivery
Handling questions effectively and appropriately
Size and Sound of Words Putting it All Together
o Use of rhetorical techniques o Structure and preparation
o Use of imagery and anecdotes o Visual ads and verbal crutches
o Battling for audience attention o Sticking to timeframes
The Power of Speech
o Persuasion and Argumentation
o Confident speaking and active listening
!
o Body language, movement and tension
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10. MALEVOLENCE
“ The Chinese use two brush strokes to write
the word 'crisis'. One brush stroke stands for
danger; the other for opportunity. In a crisis,
be aware of the danger-but recognize the
RUMOURS
opportunity .
”
~John F. Kennedy
CONFRONTATION
Crisis Communications
Training
OPERATIONAL NATURAL SUDDEN POTENITAL CRISIS WORKPLACE VIOLENCE
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11. Crisis Communications Training
Skills Developed: Training Program:
Understanding the role of communications in a crisis 5-6 hours
Effective delivery of messages during a crisis 5-6 participants
Defining a Crisis Crisis Leadership Managing Bad News
o Nature impact of a crisis o Crisis team building o Media relations in Crisis
o Crisis and mass media o Prevention, preparedness and o Company statement
o Crisis scenarios development response to a crisis situation Development
o Crisis Plan Development o Post crisis media activities.
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12. Add-On Options
Guest Trainers from CIS, Europe and the USA
Simulation of live “on set” interviews at studios of national and regional TV and radio
stations.
Simulated press conference / press briefing in Kyiv regional press centers.
Express training sessions (2-3 hours):
quick preparation for press-conference, briefing, press-lunch;
preparation for a live interview (TV or radio);
public speaking rehearsal.
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15. PBN at a Glance
Offering: International Strategic Communications Consultancy
Offices: Almaty, Kyiv, Moscow, Washington DC
Services: Corporate Crisis Communications
Financial Communications
Government Relations / Public Affairs
Employees: 80
History: Founded in 1983
In Russia and CIS since 1991
Shareholders: WPP, the world’s largest communications services company, owns
49.9% of The PBN Company; the remaining shares are owned by the
company’s management
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16. Unrivalled Geographic Coverage
The PBN Company has more professionals focusing
on Russia, Ukraine, Kazakhstan and other CIS markets
than any other international agency in the world.
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17. Recent Awards and Accolades
East European Consultancy of the Year
“… Even by PBN’s own impressive standards, 2006 was a great year, with global fees up by
close to 50 percent and the Moscow office up by better than 80 percent … All of that helped
PBN secure a deal with WPP, which acquired a 49 percent stake in the company, a move that
will provide PBN clients with access to the global resources of one of the world’s largest
communications holding companies and is also likely to accelerate PBN’s growth in the
emerging markets.”
Who to Watch 2008
“… In the politically chaotic, but economically dynamic, environment of today’s Russia,
Moscow-based PBN holds an edge over public-affairs-agency rivals thanks to its relative
longevity, having been in business there since 1990, just when the former Soviet Union was
opening up to Western capitalism. With offices in DC, London, and Kiev, among other places,
PBN represents clients in a number of sectors, including energy, financial services, healthcare,
and IT. Now, with a recent investment from WPP Group, PBN looks well-positioned to
continue its expansion in Eastern Europe …”
Best of Kyiv
“… In 2009, The PBN Company was listed as one of five nominees in the Best Marketing Services
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category of Best of Kyiv Awards, organized by Kyiv Post.
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18. What PBN Offers
That No One Else Does
Unparalleled regional insight based on 20 years of on-the-ground experience in Russia,
Ukraine, Kazakhstan, and the CIS.
An integrated, multilingual team of senior communications professionals in Russia,
Ukraine, Kazakhstan, and the US.
Integrated Corporate Crisis Communications, Government Relations / Public Affairs and
Financial Communications offerings.
An extensive track record in helping international companies implement effective
communication strategies to support their business objectives in Russia, Ukraine,
Kazakhstan and the CIS.
And, a proven ability to translate and sell Russia, Ukraine and CIS corporate stories to
international audiences.
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19. 10-G Starokyivska Street,
Building C, 1st Floor
Kyiv 04655, Ukraine
Tel.: +38.044.586.63.50
Fax: +38.044.586.63.51
pbnukraine@pbnco.com
www.pbnco.com
Kyiv • Moscow • Washington, DC • Almaty
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