In the last C-suite Blueprint post I answered "Five Questions About Congressional Testimony." Let's continue that theme, this time examining five essentials about media training. To add to the fun, these are all in True/False format, so guess along as you read.
An intense media training workshop is a one-time affair that gives you all the insights you need in one day.
FALSE. If there was one canard I could dispel, this is it. And if I had a dollar for every time I heard someone declare they had been "media trained," I would be a rich man indeed. Executives simply don't learn best when doused with a firehose of knowledge all at once. It's the consistent flow over time that forges stellar spokespeople. It is also false that all professional development must take place in formal workshops. Other, more informal, steps also have value, many of which can be implemented by internal communications staff — snap Q&A sessions, rehearsing interviews for upcoming media opportunities, and occasional messaging review to name just a few. Keep in mind that media training is a process, not an event.
The emphasis in any workshop should be strictly on correcting shortfalls.
FALSE. I have witnessed (and cringed) when observing other consultants berate clients who make missteps. To be sure, communications challenges should be addressed. However, people learn more readily and rapidly when the spotlight shines on what we do best. That's why, after every simulated exercise in my workshops, my first question to the interviewee is "What were some positives about your performance?" Those traits form the foundation. Only after discussing strengths do we move on to the challenges. Do first what you do best.
Any worthwhile workshop should involve more than just practice.
TRUE. Some communicators labor under the impression that media training consists of little more than practice. Now, I am not dismissing the value of simulated interviewing; it's vital. But it's not everything. Messaging also needs to be front and center. After all, if you don't know what to say, why bother trying to say it in an elegant fashion? Your consultant should also provide insights into reporters both generally (what pressures does a reporter face? What questioning techniques might they employ?) and specifically (how familiar with your issue is the specific reporter who's going to interview you? Do you have a track record with the reporter or their outlet?).
It is mandatory that your media training consultant possesses newsroom experience.
TRUE. I realize that not every consultant who claims expertise in media training has toiled as a reporter. I've even collaborated with some of them when working in large group settings (not through my choice but when serving as a subcontractor for others). For the life of me, I cannot fathom how they can effectively pass along the requisite knowledge if the lifeblood of a newsroom has never coursed through their veins. When searching for the right consultant for your needs, be sure to ask whether they have reporting experience; the position paper "A Buyer's Guide to Communications Strategy Consultants" can help you arrive at the most suitable choice. Remember, you're making a risky decision if you opt to go with someone lacking that background.
Media training only makes sense for novice spokespeople who need to learn the rules of the journalistic road.
FALSE. Even the savviest executives can get better. In fact, the best media sources realize that sustained professional development aids them in their careers and in advancing their company's business and public policy goals. I recall working with a doctor who had taken part in numerous interviews. Still, he was an active and interested participant who gobbled up every bit of advice he could. In another case, a noted actor actually helped me reinforce matters for the inexperienced individual chosen to join him in a series of television interviews. It morphed into a seamless collaboration, so that every time the actor was allowed to shine, his enthusiasm seemed to grow.
Now it's time for you to share. What are your most noteworthy truths and fallacies about media training?
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