Media training equips a spokesperson to effectively convey corporate messages in front of a media outlet.
Public relations professionals often hear company directors or CEOs say phrases like: “I know the company’s topics very well. I don’t think I need media training”. However, when facing a journalist, their performance does not show it. This happens because the way communication is handled with a work group is usually quite different from the one used with a media outlet.
A media training or media coaching course provides the necessary tools to communicate the brand’s key messages strategically and to master the different scenarios the journalist may lead them into during an interview, in order to project a positive image.
We live in a digital age in which the journalist seeks, more than ever, to bring valuable information to their audience. That is why it is essential to know how to convey messages properly in order to achieve the desired impact. In the long run, this will make them a reference on the subject, increasing their reputation and the company’s.
With that in mind, we go over some other reasons why it is essential to consider media training before meeting with the media:
- You will achieve a greater impact. Media training will let you identify the brand’s main messages and how to subtly incorporate them into the valuable information the journalist is looking for. In addition, you will learn to use the right tone and vocal intent, and to manage body language, posture and facial expressions. This will make your impact on the outlet and the audience positive, generating recognition and gradually improving your positioning as a brand, through the various public relations strategies.
- You will build trust with the audience. Being prepared with the right messages: brief, concise, adapted to the audience and the type of interview, having reviewed your support document beforehand, knowing the journalist’s and the outlet’s profile; and having held a brief or rehearsal meeting with your public relations team will make you feel more confident about doing the interview; and therefore build trust with the audience, who will see you as a reference on the subject thanks to the confidence you project.
- You will control the interview better. By being clear on the answers and on who you are addressing, you will have better command of the interview, and through media training you will know the right way to react to uncomfortable questions, inappropriate ones or ones about which you have little information. This will also prepare you for when you face a communication crisis.
A true leader knows that every opportunity must be made the most of. That is why the possibility of being in front of various audiences, in highly relevant media, through public relations management, carries great responsibility, since depending on the messages conveyed a brand’s reputation can be considerably increased or sunk.
