CONCITO: Media training in sustainable messaging

CONCITO is Denmark's green policy institute. Representatives from the think tank regularly present new reports to the media and at conferences, and they are regularly asked to comment on various climate-related topics.

Even if you are deeply immersed in your subject matter and there is a lot of attention in society on CO2 reduction and climate adaptation, it can be a challenge to communicate your points effectively to a journalist. The same goes for a conference or any other occasion where you want your points to be perceived as relevant by an audience.

RelationsPeople conducted a media training where participants from CONCITO with different professional specialties each prepared key messages for an interview situation. The training consisted of individual on-camera interviews and critical interviews where the journalist was skeptical of CONCITO’s messages. In addition, the participants were introduced to the working methods of journalists, the news triangle, and relevant tools such as the interview contract.