Andy Hayward

South Yorkshire Police Crime Training

We wanted our people to recognise the importance of engagement with the media, to get important messages across in our efforts to prevent and detect crime. Historically this is an area where we have a lot of exposure but perhaps are not always equipped to get the best out of the experience.

The challenge for us is to present correctly, be prepared and aware of the message we are trying to get across within a particular media environment. It is imperative we have a formal and professional training package to assist us keep control of the interview to show us in the best light and effectively get the message across. In this regard the ‘P.A.M.’ model you gave our students was outstanding. If you had told me earlier that I would see such a dramatic improvement in their technique in such a short period of time I would have been sceptical to say the least.

Every one of our students were full of praise for your package and personal style. So much so that they have changed from being reticent to do this particular element of our job to actually verbalising they were looking forward to doing their next media interview.

I look forward to working with you again in the near future.

Andy Hayward

South Yorkshire Police Crime Training