Retailers nominated by their wholesalers will be invited to attend a media training day at a hotel in Birmingham, where coaching will be undertaken by PR experts using video cameras for mock interviews.
"We must take every media opportunity to remind consumers of the value of the sole trader and family business c-store and rural shop," said Alan Toft, MSYS chairman. "We need retailers who are trained and confident if a TV or radio interviewer comes in."
Meanwhile, plans for the first MSYS National Independents Week - starting 4 June - are continuing to take shape. A new manual will explain how to maximise involvement in the local community.
"More ideas are being investigated to make the first National Independents Week the biggest consumer awareness activity ever for independents," said Toft.
Also new will be a manual for C&C and delivered depot managers explaining the objectives of the MSYS campaign and designed to help depot managers answer questions from their retailer customers.
The MSYS camapaign is run by the Federation of Wholesale Distributors.