When the media has to hunt up information from various unauthorized contacts, it is also more likely they will get incorrect updates from ill-informed personnel. Company spokespersons are usually the best prepared to encounter reporters. But other employees may have to speak to the press, either because they are first on the scene of an incident, or because they are the only ones who are qualified to speak on the issue. Unfortunately, some employees are uncomfortable fielding press questions. The company can be well served by providing some type of media training to top executives or others likely to face the press.
Tucker sees media training as a worthwhile investment for companies.
Ideally, the training should encompass dealing with TV cameras as well as reporters' questions. Companies should keep their media relations cordial, regardless of the nature of the coverage it receives. Management should remember that the reporters are simply doing their job. Making that job more difficult will not benefit the company in the long run, experts agree. Chupa recommends a strategy of being firm but polite.