Cambridge Water

Shout! has media trained Cambridge Water’s senior management team several times over the last few years. Shout! trainers are former broadcast journalists, and it is our credentials which mean we are asked back. The training included crisis communications. We brought our mobile TV studio to their offices and came up with realistic and challenging training scenarios.

The Project

To media train the senior management team of Cambridge Water. To prepare them for potentially hostile broadcast interviews. To focus on potential key issues around water meters, nitrates, contamination and wasting of water through burst water mains.

What We Did
  • Creation of crisis scenarios
  • ‘Doorstepping’
  • Bespoke tailored radio and TV training for senior management.
  • Mobile TV and radio studio.
  • Messaging
  • Detailed feedback

Shout! has media trained Cambridge Water several times over the last few years – So the group had a mixture of ability and broadcast media experience. We wanted to keep the spokespeople engaged and not to feel intimidated by their peers. We recommended splitting the groups into two smaller groups reflecting their experience and seniority in the company.


The feedback from the client was positive. They felt better equipped to face the media and in particular reported they benefitted from ‘roleplay’ interviews.

“Thanks for this absolutely brilliant day and everyone came away greatly enthused. By taking a role-play approach to training, Shout! Communications gave us the best possible preparation. We thought the scenarios were very realistic. We learned how to take control, whilst not appearing arrogant and to show concern without seeming weak.”

Steven Kay, MD Cambridge Water

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