Webinars, livestreaming and online masterclasses

Journalist led

Audience-focused content creation

Deadline-driven

On-time and on brief

Editorial ethos

Structured process ensures accuracy

Audience focused

SEO aware but created for humans

Authentic

Balanced content – not marketing fluff

Live broadcasting

Webinars and livestreams have been around for years, slowly gaining popularity

And they skyrocketed during the pandemic as more and more businesses turned to them to stay connected with customers and suppliers and build relationships when people could not meet face-to-face.

That popularity remains.

One of the great strengths of these formats is their versatility. You can create educational webinars where you set out to solve the problems experienced by your customers and discuss topical issues. A popular way of doing this is with a panel.

There are less subtle sales-orientated ones where you guide people through a new product or service.

Q&A sessions are another in-demand format, allowing the audience to put questions to your experts.

And webinars are becoming a crucial internal communications tool, enabling departments to showcase successes and share knowledge with other parts of the business.

Webinars and livestreams are cheaper and more convenient than getting people together for an in-person event, and can still be interactive. Your audience can ask questions, vote for those posed by others they want answering and give their thoughts in polls.

But the versatility of this format does not stop there. You can repurpose the content into several blogs. And you can share crucial quotes and clips on social media.

And don’t overlook the long-term value - you can add recordings to your website and social feeds, and customers and staff can download them long after the event. Many of our clients choose to gate these recordings to build their database of email contacts.

 

What is the difference between a webinar, a livestream and a masterclass?

Although the terms have often become interchangeable – they are all live sessions - breaking them down helps answer this question.

A webinar is typically a private event requiring attendees to register for access. A good webinar would explore something niche in detail, a timely issue impacting your sector, or offer advice on how to do something better. But a webinar could also be set up for sales purposes, such as to launch a new product.

Masterclasses are similar to webinars but take more of an educational structure. The name alone means you’ve got to know your stuff, or you will leave the audience disappointed. We use ‘masterclasses’ to describe the live sessions in The Media Team Academy because we know the attendees already have a good knowledge of the subject and want to learn more from our experts.

Livestreaming tends to be public events accessible to everyone through channels like Facebook or YouTube. Access is free and doesn’t need any registration. So, to be successful, you tend to need a strong social media presence or the ability to drive traffic to where the video is streamed. The promise of expert advice is again helpful for getting people to watch. And as a livestream is accessible to everyone viewing figures can sometimes be larger.

Whatever format works best for your organisation, you need something that informs, educates and offers value. Otherwise, viewers will switch off. The aim is to ensure the audience goes away feeling they better understand the problem than when they logged in.  

And you must attract viewers. But we can help with this.

Our journalists can fine-tune what you want to say and help you identify the angles and issues to discuss.

They can also host webinars, asking questions that enable your experts to showcase their knowledge and compel the audience to get involved. The addition of a professional journalist host will also add credibility to your broadcast and message. It shows that you are taking it seriously and not just there to present a sales pitch.

Additionally, we can create the material you need to market your event and compel people to register and watch.

And our experienced audio and visual technicians will ensure your webinars go out without any technical hitches.

 

Who have we helped with webinars, masterclasses and live streaming?

We worked with global music and technology company, Utopia Music, on a project aimed at giving over 200 employees a fast-paced introduction to ‘understanding the media’.

Working with Utopia’s comms team, and our award-winning team of broadcast journalists, we planned and delivered a live 2-hour webinar to help demystify some of the inner workings of the media.  



Following the success of the National Union of Students (NUS) Presidential Election Hustings 2020 which we hosted remotely for NUS in March 2020, and streamed to the NUS website where students could watch and vote for their National President and other elected roles - we were asked to host, record, produce and stream this year’s 2022 Election Hustings in our studios.

This was a complicated technical set-up and brief, involving multiple camera set -ups and a mixture of live-streaming, pre-recordings and post-production. Covid played its part, adding some virtual Zoom-based candidates into the mix. Nothing that our technical team couldn’t handle though.

Working with Media First for our Elections Hustings in 2022 was fantastic. Their team worked really hard to accommodate all our requirements, and often had to be quite flexible to changes to suit the needs of our team and the candidates. Andrea was an absolute dream to work with, and helped us with all the tiny and important details. On the day, candidates were provided with media training and made to feel at ease with host Susan Bookbinder supporting them. The technical team also managed coordinate both online and in-person candidates, with everything coming together seamlessly. No easy feat!

We were really happy with the results! Being able to hear from our candidates, and their views on students issues today was amazing, and was a key part in engaging students in our democratic process during our 100th Birthday year.

— Lauren Prince, Membership & Governance Coordinator, NUS Charity

Media Team Academy

As well as working with these organisations, we have also developed webinars and masterclasses for our audience.

We have run a series of webinars on communication issues where our tutors and customers have shared their expertise and experiences on topics like crisis media management, message development and sustainability.

And masterclasses are an integral part of our year-long learning and development programme, called The Media Team Academy.

Members of the programme have access to 12 live Media First masterclasses, covering crisis management, message development, briefing spokespeople and much more. And six live personal development masterclasses, hosted by our sister company, The BCF Group, helping delegates improve leadership and coaching skills.

 

Your questions answered on webinars, masterclasses and live streaming:

We do. You can use our broadcast-quality television studios in Reading and London to record and broadcast your webinars. We also have access to other studios across the country, and we can work with you to identify something closer to your location if you prefer.

But if you prefer, we can also run a webinar, livestream or masterclass from your office or even remotely.

Hosting or facilitating a live online event can feel daunting. People worry about running out of things to say, facing unexpected questions from the audience, and how they will cope with any technical difficulties.

It is natural to have these fears and concerns. The good news is we can help you overcome them.

We have been delivering communication training for more than 35 years and can ensure your presenters and guests appear confident, natural and relaxed.  

Both options work.

If you need a host, we have access to the best. We work with current working journalists, many of whom you will recognise from the telly and radio.

They have vast broadcast experience and will ask the questions that get the most from your guests.

But you can also use one of your spokespeople to present the webinar. And we can provide them with some communication training if they are nervous or want to refine their skills.

We can, and we offer a couple of options.

Firstly, we can help you make the most of your email marketing software. We can also recommend software that would best suit your needs and objectives. Or you can use our email marketing software.

We can also provide all the content for your emails. Our writers know what makes audiences tick and will find the words that make your webinar invites stand out and get people taking part.

It is a question we often hear.

And it is worth saying that you don’t need to create a series of webinars.

Sometimes two or three webinars may be all you need to help you achieve the results you want. Even a one-off can bring benefits for some businesses. A scarcity factor can be beneficial.

It all depends on what you want to achieve and how you want your audience to respond to what they see and hear.

If a series is best for you, we can work with you to make it long-lasting. One of the best ways to do this is by getting the structure of the broadcast series right in the first place. Much like launching a TV or radio show, this means coming up with a repeatable process and content structure that will not get boring for your audience.

Our team can carry out interviews with your guests, and they can help you find and uncover stories and information that will engage your audience and ensure they keep coming back.

PowerPoint slides are not compulsory.

And sometimes, they can cause problems, particularly when presenters fall into the trap of reading everything on the slide or when the audience can’t see the person talking to them for long periods.

But if you feel you need PowerPoint slides, we can work with you to design something that creates the right impact and adds value to your audience.

It is worth mentioning there are also alternatives to PowerPoint that might be better and more interactive for your audience. We can help with this.

Many people will tell you webinars should be an integral part of your marketing strategy.

But how do you quantify that? How do you prove a return on the time, effort and money you invest into a webinar?

The bottom line is there is more than one way to prove the success of your webinar.

We can help you identify the best metrics for your organisation and what you want to achieve through webinars. It could include anything from webinar participation statistics, engagement scores, social media promotion and brand awareness figures to attendees who take your next steps and close deals.

But alongside the measurement, we also advise a healthy helping of realism. Webinars are not a ‘silver bullet’.

View them instead as another piece of your sales, marketing, customer service or communications strategy – a way to further warm up your potential customers, educate your audience and move them along the sale journey and complete deals.

You don’t need to have a marketing list to hold successful webinars. There are many ways to promote your event and ensure virtual bums on seats.

Firstly, you may have more of a marketing list than you think. While it may not be an email marketing list, your social media followers could provide a large audience.

And the fact they are following you suggests interest and an investment in what you are saying.

Forums and LinkedIn Groups also offer ready-made audiences – you just need to ensure you are offering something relevant, compelling and valuable.

Google, Facebook, and LinkedIn pay-per-click adverts offer other promotion options and may be worth considering if your webinar is about a new product or service rather than thought leadership. But there are cost implications you will need to factor into the return-on-investment question we answered above.

Our Clients

We have a huge amount of experience in over 40 different sectors such as automotive, charity, finance, healthcare, manufacturing, pharmaceutical, retail, travel and many more. Here is a small selection of our clients.

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