You might not think you need media training. Maybe you’ve not even thought about media training at all… but if you’re running a business, the chances are you and your employees would benefit greatly from it.
For many of us, the thought of media training conjures fledging pop stars and wannabe actors desperate to appeal to their audience, but that’s not the whole story.
Media training helps to develop respected and impactful spokespeople that the press turn to again and again. So if you find yourself facing a public crisis, or your business booms and attracts a flurry of press attention, you’ll be glad of the headstart. In fact, if you want any media attention at all, you’ll still need to be able to engage with journalists and understand exactly what they want from you, draw attention to good news, and keep not-so-good news out of the press.
Still don’t think you need media training? Here are some of the for benefits you and your team:
1. Be prepared
You never know what might happen when you’re running a business. The chances that you will hit a crisis might seem low right now, but if it happens and you’re unprepared, things will only get worse, and you don’t want to be seen saying the wrong thing. Remember: nothing is ever truly deleted from the internet. Media training is part of your crisis comms prep, and will help you develop confident answers to tricky questions, so you’ll know how to deal with the twists and turns of a press interview.
2. Be in control
Whilst the journalist might be leading the interview, it doesn’t mean you can’t control it. With the right media training, you’ll always know what to say, and will have the skills to confidently deliver statements to avoid being misquoted in the press. The more confident you are with your company’s key messaging, the more impactful your interviews will be, and the more control you will take over your messaging.
3. Speak with authority and impact
You can probably talk passionately about your brand for hours, but that isn’t what the media want. They’re on limited time, and they’re not here to promote your business, they are here to sell their own story. If you want coverage, it’s vital to understand how you can fit in with the press’ angle on a story without treating it as a sales pitch. Know your expertise, and hone the ways in which you can deliver insightful statements to the press.
4. Make people listen
It’s not enough to be an expert on your own company – most founders probably are. You’ll need to hone your expertise on the wider sector you’re associated with, and be able to deliver punchy responses to news stories that impact that industry. People don’t just want to hear about you, so if you can offer valuable insights to wider stories, they’re more likely to want to know what you have to say.
5. Understand the limits
Many interviewees watch their footage and find themselves feeling misquoted or misinterpreted, but that probably isn’t the case. Interviews have limits, and there is only so much you can convey. On top of that, journalists have their motives, and they are probably speaking with you to get a specific angle on their story. Just because it’s been edited doesn’t mean that the editing is malicious.
Media training will help you understand the key points and expertise you need to focus on, so you don’t get distracted, and always stick to the script, ensuring that you – as well as the interviewer – get the maximum impact from your interview without being misrepresented.
Ready to get training? OggaDoon can help! Our team of PR experts are on hand to help you through the media rigmarole, whether you’re facing success or crisis. Get in touch today to find out how we can help you.