Media Training: What, Who, How?
By: The Relevance House.
Tags: Business, Marketing, Public Relations, Media Training, Startup

Photo by Microgen on iStock

It’s not what you say, it’s the way that you say it. Being able to speak to the media is a fundamental skill for business leaders. From short one-on-ones, to round tables with many journalists, it’s a skill that needs to be mastered. However, not everybody feels comfortable in this kind of situation, especially if their interlocutor is analyzing every word through a critical lens. The good news, however, is that this is a skill that can be learned and there are specialists who can teach you the essentials of how to engage with the media.

This is known as “media training”, a field which encompasses not just direct interactions with the media as the name might suggest, but also any form of presentation or debate. What does media training entail and who needs it? These are questions that are going to be answered in this short piece.

What is media training?

Media training can take different forms. It normally lasts a full or half day, depending on the needs of the individual and can be more or less focused on one type of media. It is up to the client to inform the trainer which situations he/she finds most challenging (written interviews, video interviews, debates or presentations).

A training session typically takes the form of a mock interview in which the trainer points out weaknesses that demand improvement and strengths that can be accentuated. Afterwards, the trainee should have a clear understanding of the media landscape and feel more comfortable when facing the public or a journalist. Part of this process is to predefine talking points that serve as the basis of the discussion. This helps to guide the discussion and prevent it from being derailed into unfamiliar or undesirable territory. Although thorough preparation is essential, the best communicators deliver messages in a way that does not seem overly rehearsed. From Franklin D. Roosevelt’s fireside chats to Steve Jobs’ tech demos, some of the most persuasive and effective leaders seem more like a friend than an authority.

In addition to learning how to deliver a message succinctly, the trainee is also taught how to control their body language. It is important to bear in mind that in any interview scenario, communication is not only achieved verbally, but physically too.

Everyone — to some extent — needs to be trained, but there are specific people who definitely need it more, as the consequences of a bad interview or speech can vary from low impact (a presentation between colleagues) to high (an interview with a top tier publication).

Who needs it?

The people who need media training the most are easy to identify. It’s the people out front dealing with the media — those on whom the reputation and credibility of the company rely. This might be the CEO, but also PR representatives. The earlier key leaders receive media training the better, as one bad interview can potentially destroy years of hard work.

The credibility of a firm immediately dissolves if its leader is not able to confidently deliver their message, or if their message is misunderstood. Even if talking points are perfectly crafted, if they are not competently delivered, the impact will be close to zero.

What to expect?

The media trainer will typically record each session with a video camera so that it can be analyzed and the trainees strengths and weaknesses can be assessed. The job of the trainer is to ask realistic questions that the person could expect to be asked during a real interview. This is an intense process which requires a lot of concentration and a willingness to accept criticism. The ideal outcome is to learn practical techniques that can be applied to as many real-life situations as possible. This forms a foundation of good habits and best practices to guide all future interaction with the media and the general public.

For a company to succeed, many components need to work in harmony, from financial and technical considerations to marketing and communication. Once a strategy has been established, you need to open your doors to the public. Arranging meetings with journalists, writing press releases, and crafting a compelling story are essential to get the attention of your target audience. At THE RELEVANCE HOUSE, we are committed to making your story relevant. Benefit from decades of experience in public speaking and learn how to confidently transmit the core message of your business.