Alzheimers Research UK

Alzheimer's Research UK is Britain's foremost dementia research charity, which specialises in finding preventions, causes, treatments and a cure for dementia.

The challenge:
To improve how research is explained and stories are shared through the media, the charity was looking to train its representatives and spokespeople in interview techniques.

What we did:
Media Trust delivered three bespoke Media Interview training workshops across England. Two of the workshops were for scientists and helped them to refine how they explained their research - using language that a non-scientific audience. The third workshop was tailored towards the charity's media volunteers, who act as spokespeople and raise awareness of the organisation and its pioneering research by sharing first-hand stories.

Four days after attending the training, media volunteer Dione Priddy took part in an interview on BBC Radio Northampton to talk about her husband's diagnosis of early onset dementia at the age of 36. Alzheimer's Research UK's senior media officer said: "Dione said she felt much more confident going on the radio after her training. "During the interview, she mentioned our two key messages; gave some great descriptive examples to paint a picture for the listeners; and managed to do some bridging to bring the conversation back onto safe ground. She was near perfect!"

For more information, call 020 7871 5645 or email