While a spokesperson can improve their business’ standing through interviews with media, those who find themselves unprepared risk an unflattering or damaging portrayal.
Fortunately, you can reduce this risk by media training spokespeople and preparing them for each opportunity. Media training sessions help spokespeople learn how to speak with members of the press, providing skills that empower any interviewee to navigate interviews and communicate clearly with reporters.
We recently shared some tips for refining media interview skills to leave the right impression, but we wanted to discuss some of PR Return’s all-time best media training pointers with our own Kraig Smith (KS) and Nick Olsen (NO) who answered a few questions on what this process entails and how to make the most of a media training session:
Q: What is the main goal for media training?
KS: The goal is to get spokespeople well prepared to fulfill an agenda when they talk to the media. We want them to understand they aren’t just there to answer a reporter’s questions; they should make sure they provide reporters with the key points they would like them to take away from the interview. Spokespeople who can accomplish their agenda while also helping reporters set themselves up for success and keep reporters coming back for more.
NO: One goal is to teach spokespeople how to handle interviews, no matter the setting, so they can effectively deliver their message to any reporter. Another goal is to alert spokespeople to unintended consequences of certain behaviors they may not be aware of, creating negative outcomes. Reporters are astute and can pick up on controversial items that make headlines.
Q: What is the general procedure for a media training session?
KS: We center everything around on-camera practice. We throw the individual right in with an on-camera interview, allowing us to get a baseline understanding of their strengths and weaknesses. We then review the interview and provide instructional tips and feedback. We follow instruction with another round or two of interviews where the clients take those tips and bolster their dialogue.
Going through this process with their peers is important. When our clients see their colleagues do something well or make a mistake, it often inspires them and provides valuable lessons on what to do and not do during interviews.
NO: We start with a mock interview and take notes on the performance, then review it with the spokesperson. We then coach them on what they did well and where they can improve. We then do another interview and review, hopefully showing tangible performance results. This positive reinforcement helps build confidence and establish good habits.
Q: Are there any specific questions you try to cover in these sessions?
KS: We prepare everyone for the final question of the interview, “Is there anything else you’d like to say that we didn’t already cover?” Spokespeople unprepared for this question often miss a great opportunity to introduce something they have not yet covered or reiterate or recap the key takeaways they hope each reporter will absorb. We also discuss questions related to controversial topics and questions they dread being asked, because media training provides a safe space to evaluate the best ways to address even the most worrisome topics.
NO: We always want spokespeople to have a concise, accurate description of their company and what it does. Many reporters ask for this information, especially if it’s the first time speaking with somebody from the company. You’d be surprised how often a company description isn’t accurate when an article runs.
We’ll cover more about the value of media training in part two of our conversation.
In the meantime, contact us to learn how media training can improve your performance when speaking with media.