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www.ambergroup.co.uk
contents
01 - WHY AMBER?
Amber Clients
02 - OUR lead trainers
Ken Deeks
richard baines
paul smith
liz baines
Andrew Smith
grahame ball
03 - training modules
media training
presentation coaching
bid/pitch support
message development
negotiation training
social media training
04 - insights discovery
“Just to let you know that your Presentation training session at Milton Keynes and in Chicago
scored an average of 4.84 out of 5.0 and were the highest rated sessions on BOTH training courses.
An outstanding result. Congratulations!”
Barbara Harvey, Managing Director, Technology Consulting Firm
01 WHY
AMBER
Our Clients: The Amber Group delivers
Accenture Training, Coaching, HR and
Cisco Development services
Citrix
Cloud Distribution
Deloitte
East Sussex County Council
Entrust
Hewlett Packard
Honeywell
IGEL Technology
ITN
Neverfail Our Proposition:
NewVoiceMedia We will improve your company’s performance
through the development of your people.
Northdoor
Norton Rose Fullbright Our Trainers:
We are all business owners, specialising in
Panasonic communications and all with an understanding
Ricoh Europe of your business and the communications
challenges you face.
Our Training:
We provide interactive and practical learning,
delivered in pacy half-day or full day sessions to fit
in perfectly with your busy company life.
Our Approach:
We believe that all training should have a positive
impact on the business, not just the individual.
Each session is tailor made for your needs and
followed up with a personal development plan for
each delegate, ensuring continued improvement
in your business.
2
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4
TRAINING, COACHING AND DEVELOPMENT
ing es
n
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tra odul
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03 training
modules
Put in place personal techniques which achieve
a win:win for both the spokesperson and the
journalist
media
training
Introduction:
In today’s fast-moving media world, it is imperative that your
senior managers are skilled at handling media engagements.
Amber’s Media Training has been designed to ensure that
all of your attributed spokespeople are able to maximise on
a positive opportunity for press coverage, as well as equip
them with the right tools to handle press intrusion that is less
welcome.
Objectives:
Amber media training has been designed specifically to help
delegates to:
Understand how the media works
Identify the roles played by different kinds of journalists
Know when to promote - and to know when to protect!!!
Build their own list of do’s and don’ts when
handling a media interview
Use their own personalities to build effective
relationships with influential journalists
Understand the rules of engagement and ‘barriers’
to developing goodwill
Content of the course:
•
•
Designed as a workshop, the course is an
optimum mix of theory and practice
Drawing on the extensive experience of our
trainers - all our trainers are both ex-journalists
and PR practitioners of at least 15 years’
experience - the workshop includes role play
scenarios to practise style of delivery and test
effectiveness of content. Although our media
training sessions can be either one-to-one or
group sessions, there is no doubt that there
is additional benefit in having analysis and
feedback from other team members
Who should attend?
Senior managers who need to handle company-wide
announcements - both good and bad!!
Managers with responsibility for a specific and
important component within the business eg product
line or company department.
Technical support handlers - who may need to provide
the next level of details on products, services etc.
The trainers:
Amber trainers are all ex-journalists and PR professionals
who for a number of years have worked within the press
community. Clients include Accenture, Deloitte, Microsoft,
Cisco and Citrix.
“Thanks for another great media training session guys. Once again it was a really compelling mix
of theory and practise. The delegates learn a lot from being critiqued and the video playback
plays a major part in helping with that. As ex-journos, you bring enormous credibility to the
session and our guys always learn a lot. Thanks again.”
Chris Martin
PR Manager - Europe, Middle East, Africa & India
Honeywell Aerospace
presentation
coaching
Introduction:
The ability to present can often be the difference between
winning and losing. With organisations striving to find ways
to differentiate, it can often be the quality of your people that
demonstrates that difference. And that quality can sometimes
only be on show when they are presenting at a conference,
a seminar, a pitch, or indeed even at a client meeting. The
ability to present compelling content with impact has never
been so important.
Objectives:
To equip delegates with the confidence, skills and
techniques to deliver impactful and memorable
presentations. They will leave the session with a clear
understanding of their personal presentation strengths
and how to overcome their weaknesses.
Delegates are then sent a personal email highlighting
strengths and areas for improvement, and are specifically
asked to practise the areas for improvement; this email is
accompanied by a copy of their DVD to help them identify
their own areas to work on. For some delegates we can
arrange a follow-up session 2 to 3 weeks later, designed
specifically to identify and measure actual improvements.
Again, each delegate will present twice and be critiqued by
the coach, peers and by video playback.
Who should attend?
Anyone who needs to present.
The trainers:
Amber trainers are all specialist presentation coaches with
over 30 years’ experience working with clients including
Accenture, HP, Honeywell, Norton Rose Fullbright and
Government organisations. All delegates receive a copy of
the book “The Little Black Book of Presentation Secrets”
authored by The Amber Group.
Content of the course:
•
•
•
•
•
•
•
•
•
•
•
•
The objectives, hopes and fears of presenting
Three minutes of fame (videoed presentations
with critique)
What makes a good presenter?
How to structure a high-impact presentation
Telling the ‘story’ and delivering key messages
Understanding and connecting with your
audience
‘You the performer’ – using words, tone and
body language effectively
Effective preparation and practice
Nerves and how to deal with them
The use of visual aids
Managing questions and answers,
demonstrating knowledge and thinking on
your feet
Ten minute presentations (videoed) plus
critique and personal development plan
“I just wanted to let you know that the
feedback we’ve had from your presentation
coaching has been incredible. All the delegates
said they found it both engaging and very
informative. What is really pleasing is that
they are now using the techniques they have
learned in sales situations, and the feedback
we are getting is that it is really making a
difference to how our messages are being
delivered. Thank you.”
Dion Smith Director Sales Operations & Portfolio
Hewlett Packard
6
TRAINING, COACHING AND DEVELOPMENT
ing es
n
i
tra odul
m
message
development
Introduction:
Every company and every product or service needs to be
differentiated if it is to survive and prosper.
And not only does it need to differentiate but it also needs to
be seen as compelling or exciting.
That is why organisations work so hard to identify and build
messages that make them stand out from the crowd.
bid/pitch
support
Introduction:
Objectives:
We provide objectivity and years of communications
experience to help you identify exactly what it is that
makes you different. We then turn those differentiators into
compelling messages that help you to win.
Content of the course:
•
The ability to present effectively at the bid or pitch stage of a
sales cycle has never been as important as it is today.
It has become increasingly difficult to distinguish between
company offerings - one product or service can look very
much like another - and therefore there is an even greater
need for your people to stand out against the competition.
•
It is vital therefore that they are able to deliver winning
messages in an impactful way; that the audience not only
buys into the message itself but also buys into the people
delivering it. Put simply, we help you to win.
•
Content of the course:
•
Our bid support service starts with the
development of the message and ends at
rehearsal stage. This means that we can help
you develop winning messages and then
work with your team at rehearsals to ensure
that they are equipped with the confidence
and techniques to present your offer in a
memorable way
Who should attend?
Anyone involved in leading, developing or presenting an
important bid.
The Facilitator:
This session is delivered by an experienced new business
facilitator who works with the team to ensure that the content
is both compelling and unique and that it is delivered with
impact. He has worked with clients like Accenture and played
a key role in helping them to win major corporate clients.
Compelling and unique messages are
developed through a facilitated workshop
session. Prior to this, we will build an
understanding of your business, your markets
and your competitors to provide much needed
context
Following the session we will develop the
content into a message script containing key
messages, proof points and any stories which
makes you stand out from the competition
This script can then be used for all sales and
marketing activities and programmes
Who should attend?
Executives who have an interest in what they should be
saying as individuals when representing the company and
anyone involved in compiling sales and marketing collateral.
The Facilitator:
This session is delivered by communication consultants with
25 years of experience developing and delivering effective
messages for businesses and brands.
“Another great bid messaging session! Thank
you for the thorough preparation and for
handling all the different perspectives in this
complex consortium bid to get all partners
on the same page. I now feel conf ident that
our team can give a clear, consistent and
differentiated message to the client. Thank
you.”
negotiation
training
Introduction:
Negotiating is a vital skill whether buying or selling, in
professional or in personal life yet many people do not
understand how to negotiate or lack confidence when
negotiating.
In competitive business markets, skilled negotiation can be
the difference between success and failure.
This is a practical, hands on session providing delegates with
some simple tips and tricks on how to get the best outcome
backed up by practical, real life examples from both the
business and personal world.
Objectives:
At the end of the session, all delegates will have a greater
understanding of how to negotiate with some key takeaways
to use in actual negotiation situations. This programme will
cover the following key areas:
Understanding the negotiating process
Demystifying negotiating ‘science’
Losing the acronyms BATNA, ZOPA, BAFO, PTN and
others explained
The win win myth explored
The importance of word control
Understanding the difference between cost and value
Negotiating from a position of weakness
The enemy that is time
Silence and listening, big guns in the negotiating armoury
Planning dos and dont’s
Dealing with the procurement department (optional)
Content of the course:
•
An interactive workshop with the emphasis
on practical examples and real life scenarios.
All delegates will have the opportunity to
demonstrate their negotiating skills and to
receive 1:1 feedback from the trainer. Unlike
other courses which are theory heavy, this
course draws on hands on experience and
offers practical advice which can be used with
immediate effect
Who should attend?
Anyone wishing to improve their negotiating skills either buy
side or sell side, public or private sector, PLC or SME.
The trainer:
This course is delivered by a hands on senior procurement
practitioner who has more than 25 years private sector
experience of negotiating in different industries and
countries across a range of goods and services. The
last 8 years were spent as the CPO of a FTSE 250. Other
corporate experience includes Microsoft, BAE Systems,
Alliance Boots and Diageo both in Europe and the USA.
Donna Drysdale, Global Police Industry Marketing Lead,
Technology Consulting Firm
8
TRAINING, COACHING AND DEVELOPMENT
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Digital and Social
Training for Marketers
introduction:
Digital and social media have completely disrupted the
marketing landscape. New opportunities and challenges
abound. Our range of training helps marketers take full
advantage of these critical and fast changing new aspects
of our industry. We provide knowledge and practical advice
about how to win, advise and keep clients through these
innovative new approaches.
overall marketing mix. We also examine advanced social
media measurement and evaluation techniques such as
attribution analysis.
Our most popular half-day sessions are outlined below but
courses can be tailored to meet your specific needs.
Training modules
Using SEO in PR
Social Media for Marketers - Entry level, Intermediate
& Advanced
Demand for Search Engine Optimisation (SEO) skills in
PR continues to rise. However, adoption levels remain
low. This workshop demystifies the subject for PR
professionals while also providing practical insight into
the tools and techniques that can be used in a typical,
day-to-day PR workflow.
This workshop is for marketers of all levels who have little
or no experience of using social media in a professional
context. It will bridge their knowledge gaps and give them
confidence to use social media in a day-to-day work
environment. Delegates will improve their understanding
of the key social media platforms, as well as gain insight
into the essential tools for listening, publishing and
engaging on each network. We’ll also cover the basics of
social media measurement.
Intermediate
Many marketers are already using social media in a
personal capacity. Or are using it in a rudimentary fashion
for their business. This workshop will further advance their
knowledge and practical capability. It provides insight
into best practice techniques for planning, managing and
measuring social media activity.
Advanced
Marketers and senior management executives already
involved in social media activity on behalf of their
business will benefit most from our advanced workshop.
We take a deep dive into how social media works in the
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Google Analytics: a measurement & evaluation
platform for marketing
Google Analytics provides the perfect platform for
marketers to monitor, measure and improve the results
of their marketing and social media campaigns. This
session looks at the benefits of building Google Analytics
into an essential element of your marketing campaign
and provides the practical knowledge to use it effectively.
Entry level
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Developing Social Media Strategies for PR & Marketing
This workshop looks at the six steps to implementing a
successful social media campaign as part of a wider PR
and Marketing programme. Attendees will learn how to
set objectives, establish their target audiences, identify
the correct platforms to use and what types of content
will be successful. An overview of essential social media
management and measurement tools is also included.
Social Media platforms for Marketing
This series of workshops lifts the lid on the key social
media platforms in use today and explains how marketing
professionals can identify and make the best use of
particular platforms for their campaigns.
Agencies can concentrate on one platform for a deep
dive half-day session. Or choose from up to three of the
following list for a broader overview of social media related
marketing techniques and tools: Facebook, Twitter,
LinkedIn, Google+, YouTube, Pinterest, Instagram, Vine
or Quora.
Enhancing personal & team
effectiveness
The ability to enhance personal and team effectiveness
is a compelling proposition for any organisation. Insights
Discovery workshops are based on the pioneering
personality profiling work of Carl Jung and use colour as a
powerful common language to help individuals understand
their behavioural preferences; the preferences of others and
how to adapt and connect for more successful interactions.
At the heart of the Insights Discovery™ System is the
Personal Discovery Report which provides a detailed
analysis of an individual’s behavioural preferences including
their natural strengths, potential weaknesses, management
and communication style, possible blind spots and areas for
further development.
benefits
These powerful and engaging workshops provide lasting
value through improved performance in a variety of
areas including personal productivity; team leadership,
management and retention; client relationship management
and business development.
Understand self...
…your communication and management styles;
personal motivations; strengths; weaknesses and
other behavioural preferences
Understand others...
…the behavioural preferences of your colleagues,
clients and other key stakeholders
ADAPT & CONNECT...
…how to adapt your approach to achieve greater
productivity and more successful interactions
“Our Insights Discovery workshop was the perfect way to help us enhance the way we
work as individuals, as a team and with our wider stakeholders. The content is impactful,
immediately applicable and delivers lasting value, while the format is practical, engaging and
fun!”
Alexandra Standfast, Senior HR Business Partner at ITN
10
TRAINING, COACHING AND DEVELOPMENT
www.ambergroup.co.uk