Why media training isn’t about avoiding the truth

Media training is an important component of a successful communications strategy. It can help spokespeople shine in the spotlight to be seen as industry leaders, even in the noisiest sector.

Do you know what you’d say about your company if a journalist rang you today?

What if they were calling to find out about your competitors, or your stance on a topical industry issue?

What if you have an important story to tell – do you know how to get your message across?

If you can answer yes to all of these questions, congratulations – you are a media star!

If not, you may have some work to do…

I want to challenge the misconception that media training is about evading difficult questions. The main goal of media training is to help spokespeople get the most out of every interview. The bonus is – if difficult questions come along, having media preparation will mean you are less likely to lose your cool or say something you regret. As the media landscape changes there are two important things to remember:

  1. Fewer specialist journalists are covering more content, so they may not have time to research you and your company in depth.
  2. The blogosphere and social media are omnipresent, so you can be quoted online in an instant.

Therefore, being unprepared or winging it is not an option if you want your business to be noticed for the right reasons. Media training helps you to distil your message so that it doesn’t get lost in the noise and/or misconstrued.

When you’re a company spokesperson, you can’t afford to be flaky on important issues. You need to be able to articulate exactly what you and your company does, succinctly and at a moment’s notice.

At IMPACT our media training course focuses around how to effectively communicate your key messages – the things you want the journalist to remember after the interview. It can mean the difference between being remembered as fidgety, unsure and evasive, to being remembered as confident, credible, and trustworthy.

You can tell the spokespeople who’ve had good media training. They speak with certainty, their posture is stronger and they leave you remembering something positive about themselves or who they represent.

Yes, media training does teach you some of the tricks journalists use to get their story, but it also helps you put your company’s best foot forward.

If you’d like more information on how media training works, or to book a workshop, please contact IMPACT Communications.

By Sophia Arthur

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