May 2009

Training’s True Value? It Goes Beyond the Media

For some the realization occurs halfway through the media training session, while for others it’s the next day or even the next week. But sooner or later all spokespeople start to understand one of the great secrets about media training: it isn’t just about making them more effective with the media, it’s about making them more effective in their career.

Sure media training helps with interviews, but the skills you learn in a media training session – like driving the company’s key messages with confidence and taking control (in a positive way) – also apply to so many other situations you encounter in everyday business dealings. Think about things like presentations, sales pitches, correspondence with customers and vendors, and even informal chats with employees. Very few media training participants don’t see an improvement in these related areas after a session.

Media training’s real value extends far beyond the media and can stay with you throughout your career. Don’t pass up the opportunity.

Back to Top

The Ingredients of a Good Media Training Session

The audience may be varied. Some potential spokespeople are great experts, but would rather hide from the media. Others are willing and confident in their subject matter but could use some help with getting their point across. But no matter who’s participating in the session, there are some common elements that make it valuable:

Teamwork. The best media training sessions are done in a group setting. While some prefer a one-on-one session, an audience means constructive criticism, practice in front of people, and a chance to learn from other’s techniques.

Why am I here? The purpose of the media training should be reinforced, along with the results, up-front.

Insider information. To work with the media, you have to understand how it works. Discussing different types of media and styles of reporters can be some of the most effective preparation.

Learn by doing. Because a spokesperson is already an expert on the subject, media training should focus on delivery and technique. Having volunteers run through an interview is not only good practice for the interviewee, but lets the group analyze what went wrong and how to avoid the mistakes.

Anyone? Anyone? Leave room for a question and answer session at the end, or enable participants to ask questions throughout.

Take a break. Just like in a real interview, cell phones should be turned off, so discussing the break situation (how many and when?) should keep everyone from smartphone withdrawal.

Back to Top

Know Your Rights?

Sometimes we get so caught up in the obviously important parts of media training – like messaging, bridging, and body language – that we forget the little things. So leave a little room in your media training for the Bill of Rights. Spokespeople should know that they are entitled to:

Know the topic. The general topic is a given, but reporters frequently branch off into other subjects or ask unrelated questions.

Know the length of the interview and end it in a reasonable time. Executives are busy, but they shouldn’t have to cut an interview short for other commitments.

Know how and whether or not the interview will be used. Reporters can generally tell you if your comments will be included in a published story and when that story will run. They should also be able to tell you if the interview is for background only. You, however, cannot ask to review a story before it’s published.

Know the interviewer. Taking a look at the reporter’s bio, style and recent stories can clue you into the potential interview tone.

Know who else has been (or will be) interviewed for the story. It’s uncommon for a reporter to use only one source, but those sources are not secrets.

Know if you’ll be interviewed with someone else. Rounding up a group of experts can make a pretty impressive story, but you should know who else will be included and their background.

Expect fair, courteous treatment. If you perceive remarks from the reporter as rude or they make you uncomfortable, it’s acceptable to say so.

Ask reasonable questions, receive truthful answers. At any point during the interview, you can pause to confirm your comments to ensure accuracy.

Talk about the terms of the interview. Nothing should be hidden. Understand how the reporter will communicate as well as how he intends to use your comments.

Frame your point of view. While the reporter’s agenda might not match yours, you can attempt to bring the focus back to your message and listen for opportunities to include your key points.

Help define the agenda and focus on the story. As the expert, it’s important to add what you see as key issues or what you think hasn’t already been covered.

Back to Top