Media Training for Press, TV and Radio Interviews

Media training is necessary for any spokespersons representing a company or non-profit. Regardless of whether your spokesperson is a CEO, marketing VP, brand manager, sales director, industry expert or author, media training can help them effectively communicate your organization’s “key messages.” In order to deliver a memorable interview or speech, these messages must powerful, consistent and concise and aligned with pre-determined objectives. Understanding how the media works can help you effectively manage your responses and your messages during the interview process.

Media training sessions should be individualized to address the company’s goals and mission. Even if a spokesperson has received media training in the past, media re-training is recommended every-so-often by an expert who can offer new insight, skills, and a fresh perspective. As Cicero said, “Repetition is the mother of all learning.”

Many non-profit organizations are aided by media training. Learning the nuances of the media and refining their key messages can help them stand apart, communicate effectively, heighten their public awareness, and bolster fundraising.

Full-Day or Half-Day training sessions by skilled counselors to individuals or groups reduces fear and tension and instills confidence - while helping a spokesperson emotionally connect with viewing, listening and reading audiences.

The first step in the training process is to identify the spokesperson(s) and then develop several compelling key messages in order to represent the company or organization in a consistent manner to the media. This spokesperson should be considered an “ambassador” for the brand or the company.

Media basics such as how to present yourself, how to create ‘sound bites,’ techniques to maintain control over an interview, body language, handling the hostile interview, and commanding professional respect should be included in each media training session. In addition, developing a game plan, anticipating questions, preparing quotable statements and being prepared for the unexpected should also be included in the process. The difference between broadcast and print interviews is an important part of media training as well as videotaping and critiquing feedback during a “mock” interview with a professional trainer.

Many executives dislike the press because of intimidation or fear of being misquoted, therefore it is important to be prepared for a favorable outcome when being interviewed. The decision to do the interview is yours, and with it comes opportunity.