6 characteristics of successful media training

[Two women sitting next to a bench with papers, two pens and glasses while doing a good media training]

Every good radio or television interview is backed up by a successful media training, that is, the preparation of representatives of a particular cause or company to talk to the press (you can find out more details on the subject in our latest PR 101) .

Media training focuses on the figure of the spokesperson – the employee chosen by their company to be its face, its voice and its presence in the media. They will be the one to give interviews, appear on television, provide clarifications and comment on a wide range of topics. The spokesperson tends to be the organization’s president, director or other C-level executive.

Typically, media training focuses on the oral communication of the spokesperson and their ability to share key company messages with journalists, i.e. the main components of their work and public goals. However, much of this training also addresses non-verbal elements that do not go unnoticed by the public.

Research shows that only 7% of interpersonal communication is verbal, while the other 93% comes from what is not said, but rather demonstrated through clothes, glances, facial expressions and body postures. If the spokesperson is the face of the company, their presence should be in line with its position.

The public relations professional responsible for carrying out media training needs to acquire a different perspective on the spokesperson, understand the company’s values and challenges, and look after its image in the press.

Although the principles of journalism are the same around the world, the media can have different approaches and characteristics depending on the country. Sometimes interviews are conducted in a unique way. Therefore, when offering training to company spokespeople, it is necessary to know the modus operandi of journalists and local media in order to familiarize them with what they may face. Some newspapers and magazines have unusual editorial positions, while others may seek more in-depth interviews or bring up controversial topics.

Large companies have executives in a variety of areas who can offer valuable information to journalists. The professional responsible for media training needs to understand which sectors of the corporation are of interest to the press, know their representatives and evaluate which are the most appropriate to talk to the press. In some companies, only the director or president speaks for the institution. In this case, it is also necessary to prepare them to speak about topics which they have not fully mastered.

In briefing meetings, it is essential to identify with the client what their corporate positioning objectives are. Is it attracting new investors, increasing sales, managing a crisis? Depending on the desired corporate positioning, it is necessary to select the most appropriate key messages to be shared with journalists, outline the most important media targets and prepare spokespeople for a wide range of interview approaches.

Relationships are the lifeblood of public relations. To achieve corporate goals through exposure in the media, media training should offer useful tools to facilitate the transmission of key company messages and captivate the journalist. These include the realignment of discourse with the values, objectives and needs of the company, oratory training, correction of language vices, body positioning, power of persuasion and synthesizing ideas.

Theory is important, but practice is fundamental. Good media training should include mock interview sessions between the spokesperson and the PR professional. Ideally, these interviews should be recorded for assessment at a later date, to identify errors and aspects which can be improved in future activities.

Talking to the press should come naturally. Facial and bodily expressions betray whether the executive is feeling tense or uncomfortable during an interview. Therefore, when preparing for media training, the Public Relations professional needs to test the spokesperson so they feel comfortable in any situation, even during moments of institutional or image crisis.

If you’ve identified the need for media training in your organization, get in touch with us to learn more.