BASF: Media training helps world's largest chemical company convey complex messages.

No matter how experienced a leader or spokesperson you are, it takes practice and a lot of training to be able to deliver messages at eye level to a journalist. The world's largest chemical company knows this, which is why their spokespersons receive ongoing media training.

Spokespersons can be crucial for building a strong reputation or thought leadership position, and media training can make a difference. The need only intensifies when the messages become more complicated or technically demanding, which is the case for BASF, which produces chemicals for virtually all the products we surround ourselves with – from wind turbines and running shoes to batteries and sunscreen.

The ongoing media training helps keep spokespersons sharp on everything from dialogue with journalists to the content of professional messages and quotes. The aim is to make them feel more prepared for the interview opportunities that we create together on an ongoing basis, and to ensure that the messages come across clearly. This could be, for example, when they have to give an interview to Ingeniøren about chemical recycling or how they have worked on setting scope 3.1 goals within ESG.

Over the past few years, media training and proactive co-operation with the media have contributed to giving BASF a clear position in a number of key strategic areas.