Some spokespeople have never taken part in a media training workshop, particularly those that are new to serving as the public face of your business.
Experienced executives may have undergone several workshops of varying quality with a few consultants. Each expert's approach differs, so I like to lay out the expectations to my clients beforehand. This helps maximize the benefits they receive while minimizing potential misunderstandings.
What's on the Agenda?
To kick off 2023, let's review some of the basics about the look and feel of your media training program. To reiterate, each consultant's approach varies, so be sure to perform your due diligence and secure the individual who best suits your particular needs.
I admit that I'm persnickety about the format. Why? My quarter-century of experience has taught me what works and what doesn't. While each program is unique, certain baseline elements are, in my view, essential to the success of sharpening executive communication skills.
Whether your company has organized a media training workshop previously or not, I like to give those participating an idea what they can expect from the session. Most important, the emphasis is on developing a customized professional development experience designed to help achieve long-term business success and to enhance the participants'' career paths. Here are some of the highlights. They can expect to:
- Advance their learning with regard to developing and delivering magnetic messages that are crisp and concise.
- Experience simulated interviews with the goal of refining interview skills.
- Be interviewed by a former reporter in exercises that replicate the real thing (do be sure that the consultant you hire has real world experience as a reporter; otherwise you're wasting your budget dollars).
- Be recorded on video that will be critiqued instantly. This is vital to point out so as not to surprise (and frighten) participants.
- Shape a long-range plan that helps you work with the media more effectively. This component is lacking in many a media training plan. I believe it is an absolutely essential element, so look for a consultant who emphasizes it.
- Receive materials that will continue to extend their sustained professional development over the long run. For instance, all of my clients receive a copy of my book, Reporters Don't Hate You: 100+ Amazing Media Relations Strategies.
Clearing the Air
Misconceptions sometimes abound when it comes to media training, so I also like to point out to my clients what media training is not:
- A quick fix that gives them everything they need to know in one fell swoop. A lone workshop is but one step in the process — albeit an important one — that should take place over time.
- A place for those not committed to learning how to deal more effectively with the press. This helps to weed out those with an attitude problem or severe anti-press bias.
- Time to obsess over mobile devices by checking text messages, phone calls, digital media updates, and emails. Look at that device more than once and I'm inclined to kick you out of the room (with the caveat that dealing with a sick family member, for instance, might require monitoring).
- Something you do just to get the boss off your back.
I also point out that the workshop focuses on individual strengths, not solely on challenges. Too many consultants focus on correcting bad behavior. While that does need to be addressed, an emphasis on how to maximize communications strengths allows for more rapid improvement. As for communications challenges, rather than launch a futile attempt to harangue participants into changing, they are empowered with the beginnings of a long-term plan to address those challenges.
The start of a new year is the perfect time to join Ed's Communications Community — twice monthly emails that sharpen your communications edge.
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