Media training benefits

Interviews drive reputation, and reputation drives business.

Media training is a great benefit for everyone who speaks to journalists because interviews are a difficult game with very high stakes. Interviews shape reputation like nothing else. When a strong interview sends out the right message, it has the power to change the perceptions and actions of people whose decisions and goodwill are the lifeblood of business.

Stakeholders trust and listen to the media: customers, suppliers, partners, investors, employees, communities, regulators, commentators, competitors and many more. A good interview will help them to understand, remember and trust your brand. It may inspire them to support, recommend and engage with your people. It may help them to forgive your mistakes.

A weak interview will be ignored, misunderstood or forgotten. Worse, it may encourage critics to speak out or organise against you. It may stir up a crisis.

Coaching and practice are essential

The greatest spokespeople appear natural, relaxed, authoritative, likeable, engaged, controlled and spontaneous. They make their case convincingly and memorably – whether promoting everyday news messages, or managing a full-on crisis.

For a few, it comes naturally. For most, it comes with good media training.

Interviews are not what they seem: they follow unwritten rules and counterintuitive dynamics. Valid instincts lead the uninitiated into hidden tricks and traps. Good media training provides the strategies, techniques and practical skills needed to seize the opportunities and avoid the risks.

When a media crisis arises, you will not have time to train and coach spokespeople: they must be out there immediately defending your reputation in challenging media interviews. Media training is a forward-looking investment in your capacity to handle issues and respond to crises as soon as they occur.

Media training opens up great opportunities

A well-delivered interview can convey a persuasive and memorable message to your key audiences and stakeholders. Broadcast, print and electronic media interviews all have special power because people trust and pay attention to the media they have chosen as their source of information. Media training helps you make the most of interviews as a powerful tool to shape and influence behaviour, understanding and reputation.

Media training builds essential skills

Intense media scrutiny is an everyday reality for all companies and organisations with a public profile. You need the skills to deal with it if you want the story to go your way. On the other hand, there is strong competition for valuable media coverage: your competitors and peers want it just as much as you. Journalists are inundated with news choices and sceptical about being used as a channel for publicity. Strong interviews get prominent coverage; weak performers get none at all.

Media training prepares you for tough situations

Interviews are unpredictable and unusual situations with special rules and strange dynamics. The greatest spokespeople are great because they media train regularly. They recognise the tricks and traps and know techniques to steer away onto positive ground. Many bright and successful leaders have damaged their organisation’s reputation – and their own career – by neglecting to train for interviews.

Media training is a wise precaution

When a media crisis arises, you will not have time to train and coach spokespeople: they must be out there immediately defending your reputation in challenging media interviews. Media training is a forward-looking investment in preparation for handling issues and responding to specific crises as they occur.

Media training empowers strategic communication

Media training is a key part of any good public relations programme. Strong spokespeople multiply the value of PR investment by capitalising on interview opportunities to extract tangible results, from profile and reputation to sales.