Could Your Company Benefit From Media Training? Professional training can help prepare executives to maximize positive earned media opportunities and how to navigate a crisis.
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Ready for your close-up? In the age of the perpetual 24/7 news cycle, all business leaders need to be prepared and ready for the media to come calling during a crisis or controversy.
It's not just journalists to be concerned about, either. One misstep on social media can cause a feeding frenzy as swarms of commenters pile on. Maybe it's the result of poor judgement or unfortunate luck, but one gaff or controversy can damage an entire brand.
Media training
There are ways to constructively handle press inquiries and perform damage control, and it's much more than just stepping in front of a camera and playing it by ear. Do you and other leaders in your business know how to handle a situation when a reporter starts digging into an issue that can hurt your brand? Do you know how to strategically – and proactively – engage the media during more positive circumstances?
Related: When Talking to the Media, Use These Tactics to Connect with Your Target Audience
If either answer is no, this is where professional media training comes into the picture. A public relations professional can coach you on how to interact with the media and help you learn the skills needed to navigate press attention. Here are two important areas where media training can pay off:
- Interview skills. Image matters. Even if you're being interviewed for a positive story, if you're not comfortable in front of the camera, it detracts from your message. Practicing interviews can help you develop the poise and grace under fire needed to project confidence and authority. Whatever kind of story — whether you're speaking about something positive or dealing with a crisis — you need to be on point. Prepare for the interview, memorize your message, and stay positive and calm. Be mindful of body language and nervous tics. Media training can help smooth off the rough edges and keep you focused.
- Crisis planning. If you don't have a crisis plan in place, you need one. Have a clear chain of command in place for when a crisis strikes. Otherwise you risk a junior employee being interviewed in your parking lot. I've unfortunately seen that happen more than once. What matters most during a crisis is to tell the truth and tell it quickly, but it's also important to control the messaging. A crisis communications plan must specify who will respond, when to respond, and how you will respond in the event of unfortunate circumstances. This means identifying and training a designated spokesperson beforehand. To be effective, training exercises should include mock interviews and press conferences. Even if the spokesperson is a seasoned executive, they will benefit from the practice and learn to be more comfortable and poised when answering questions.
Building your reputation
Media engagement isn't always about crises, though. As you become more comfortable interacting with journalists, you can use the opportunity to build your personal brand. Establishing yourself as a thought leader in your industry can earn you valuable media coverage.
It takes finesse and persistence to establish yourself as a dependable source for journalists covering your industry; however, an experienced public relations partner can do the legwork by keeping your name top of mind for journalists and industry influencers. Becoming a thought leader can raise your visibility and standing. It takes time, but consistent effort will pay off as you become a sought-after source for journalists.
Related: Dear Startups, Please Don't Do This to Journalists
There are people who love attention, and there are people who don't. Some are energized by being quoted in articles or interviewed on television, while others might recoil at the thought. Whatever category of person you are, however enthusiastic or reserved, it's important to be prepared. Media training will give you the tools to protect your business and reputation when a crisis strikes. Be ready to take control of the narrative; don't let someone else dictate your story.
