What is media training and why is it important?
Rebecca Goldsworthy, Senior Consultant
When you need to communicate, or your organisation’s reputation is at stake, the media can be an important ally. But the media can destroy reputations as easily as make them.
The difference between the two outcomes can come down to how the company’s spokespeople ‘perform’ in front of the camera or microphone.
But just as it takes a journalist years to become a good interviewer, it can take practice – and lots of advice – for someone to become a good interviewee. That’s what media training is for.
In terms of who needs to be media trained, the answer seems simple, anyone who is likely to have direct contact with the media! But don’t forget about those who appear in corporate videos or speak to other gatherings of people as well. If you’re speaking publicly on behalf of your organisation, you become its representative.
In this blog we’ll look at the benefits of media training and provide an insight into what you can expect if you were to ask our Aberfield team to deliver it.
What are the benefits?
There are tonnes! Above all, it allows people to face the media with confidence, and this not only makes the experience less stressful but means the spokespeople will enjoy a successful interview.
The training is designed to give you valuable advice and practical tips to ensure you achieve, and maintain, control of any interview situation, no matter how sensitive the subject, or aggressive the interviewer.
Training is more than just about teaching vocal delivery and communication during the interview. It also ensures spokespeople and the organisation improves message preparation. The day might even help you identify – and prepare for – operational or reputational issues your organisation may face in the future, that you hadn’t thought of before.
Media training from Aberfield
At Aberfield, we’re experts in delivering media training, and have done so for a range of clients including Northern Ballet, Homes England and Sky Bet and in sectors spanning retail, housing, transport, healthcare, construction, financial services, and the arts.
Our team of former journalists and media spokespeople have been on both sides of the microphone, and they use their extensive experience to prepare you for those important interview situations, to give you the skills and confidence to handle any question… or questioner.
Our media training days are ideal for people who have never had any detailed media training, or who need a refresher. They’re carefully designed to highlight and address the kind of issues your organisation is likely to face and help you prepare the best responses.
We arrange them in a time and place that suits you, and we usually train between one and six people in a day. Finally… we make them enjoyable! We understand that most people don’t feel comfortable when thrust into the limelight and put on the spot, but we make the sessions fun, so you have nothing to worry about.
What will the workshop cover?
Each workshop is bespoke, but you can generally expect a course outline like below…
- Elements of communication namely the message, audience and medium, and how to prioritise them, as well as an introduction to the various types of media.
- Mastering the techniques that allow you to prepare for an interview and remain in control during it.
- A series of scenarios that mimic real situations to ensure you experience the process of preparing key messages and responses in a timely manner.
- Live practice exercises where the tips, tricks and prep are put into practice! We take you through mock interview sessions, such as TV and radio, and record them so that bespoke feedback can be provided afterwards.
We firmly believe this approach will give key spokespeople the confidence to face the media and handle any interview situation – no matter how difficult.
If you want to upskill yourself or your team to talk confidently about your company in any scenario, then get in touch and we’ll be happy to help!
