Case Study:  Media Training & Coaching
Client:  American Cancer Society — California Division

Value Delivered
The American Cancer Society, California Division (ACS-CA), is a community-based voluntary health organization dedicated to the elimination of cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer through research education, service and advocacy.

ACS-CA contracted Optimum Media Training to media coach over 400 ambassadors who will attend "Celebration of the Hill" September 19-20, 2006 in Washington, D.C. and Sacramento — where a unique event will show our country's lawmakers how ACS is "waging the fight against cancer in communities nationwide." An American Cancer Society ambassador will visit every member of the California State Assembly and U.S. Congress.


Strategic Implementation
Optimum's Rhonda Silva and Greg Lefevre co-wrote and edited a customized 19-page media-briefing booklet for the ambassadors to use in an interactive media training session. The object was to help the volunteers, cancer survivors and patients develop a key message for lawmakers and explain their story in front of a television camera that will often beam the interview to a hometown audience.

Optimum Media Training conducted an interactive training session in Sacramento and Anaheim. The participants learned how the media operates, how to communicate their story effectively and how to encourage legislative action.

The ambassadors were able to practice their pitch with a real reporter, lights and television equipment. There was also a sit-down interview conducted in a studio setting.

Lefevre, a former CNN Bureau Chief, directed the filming and editing of a "Celebration on the Hill" DVD which is featured on the ACS-CA Web site (see www.CelebrationOnTheHill.org).

One ambassador told Lefevre, "Every time I tell my story — I burst into tears." Lefevre assured her that "TV loves real emotion — it is OK to cry."

"Optimum Media Training did a marvelous job preparing and executing the media trainings for our American Cancer Society legislative ambassadors. They presented the information in an entertaining, fun and memorable manner. Participants said it was the best training they had ever attended," said Beverly Butler, Vice President, Marketing and Communications, California Division, American Cancer Society. "Optimum Media Training exceeded my expectations and Lefevre deserved the standing ovation he received."

The Results
More than 400 people now have the tools to be better spokespeople for the American Cancer Society, California Division. Butler is confident that these ambassadors will positively influence their representatives and effect political change.

For more information on Optimum Media Training services and rates, please contact us at 925-323-7774.

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