Today’s media landscape is over-bloated, AI slop-filled, and sensationalistic. People’s feeds and inboxes are flooded with junk coming in all shapes and sizes. As a result, we’re finding that audiences are more overstimulated than ever before. Frankly, we are too! To counter digital overload, we’re encouraging our clients to take a more human-first, genuine approach to communicating with their audiences. One of the best ways to communicate more directly is by taking advantage of more speaking and interview opportunities. To get the most out of these opportunities, communication agencies (like Matter!) help clients through a process called media training.
What is Media Training?
Media training is a process that helps prepare individuals become effective spokespeople. A great spokesperson can be defined by the following traits and attributes:
- Delivers main points clearly and consistently
- Maintains a professional demeanor while speaking and while on-camera
- Isn’t intimated or visually impacted by tough questions
- Knows how to seamlessly transition between topics and questions while ensuring that key points are delivered before the conversation ends
- Understands how to communicate regardless of platform (think TV, social media, podcasts, print, journalist interviews, profile pieces etc…)
- Generally comes across as likable and trustworthy
Why is Media Training Important and Where is it Applied?
Being on-camera or on-the-record isn’t always as easy as the pro’s make it look. Interviews are high-pressure, nerve-wracking, and can leave a lasting mark on your or your company’s reputation. Preparation is key to getting it right. If you’re struggling to sell your spokespeople on the importance of media training, you can show them what it looks like when someone is unable to answer tough questions from reporters, and how great an interview can turn out when the interviewee is properly trained (kudos to the media trainers at Spirit Airlines).
Here are a few reasons why every company should consider media training:
- Solidifying Your Narrative: interviews often coincide with product launches, major announcements, and company changes. Media training can help your spokespeople to confidently convey your brand’s story and maintain control of the narrative.
- Building Brand Credibility: Media interviews are powerful trust and relationship-building opportunities. When trained beforehand, your executive can better convey their expertise, answer questions thoughtfully and thoroughly, and showcase your brand’s authority in the industry, leaving a lasting impression.
- Maximizing Trade Show & Event Impact: One of the best places to schedule interviews or engage in speaking engagements is at industry trade shows and events. These types of In-person interviews and talks can be more nuanced than virtual sessions given the additional distractions of the trade show floor or camera crews. Media training can hone your team’s ability to articulate key messages in a succinct manner during these quick 10–15-minute windows.
- Driving Competitive Advantage: Trained spokespeople can strategically articulate key messages, differentiate your brand, and drive valuable media coverage that helps you stand out amongst competitors.
Beyond the Basics: What a Great Media Training Agency Should Offer
No two brands are alike, and that means no two media training sessions should be, either. A great media training agency (humble brag, but that’s us!) works with you to understand your specific space, target audience, key messages, and spokespeople. We then craft a customized media training program that addresses your unique needs, which includes some or all of the following:
- Video Practice: Nervous about on-camera interviews? We’ve got you covered. Our PR team often partners up with video pro’s to develop highly-tailored trainings that incorporate simulated interviews in various formats – broadcast TV, 1:1 virtual media interview, and podcasts (audio and visual) – to ensure your team is comfortable in any setting. – to ensure your team is comfortable in any setting.
- Strategic Messaging: Crafting clear, concise, and compelling messaging is critical. We work with you to refine your key messages and equip your spokespeople with the tools to deliver them effectively. If we’re talking about Matter, specifically: we’re a fully integrated PR and marketing agency. We leverage the key messages we hone during these sessions across PR, marketing, brand, and video initiatives. Don’t just do the interview and let what happens happens. Control the narrative using your other communication channels to make the most out of the time and energy you spent preparing for this opportunity.
- Crisis Preparation: Crisis situations are much more prevalent today, due to the popularity of social media and even meme culture – a poorly handled interview can quickly escalate an already tense situation. We can help your spokespeople anticipate potential challenges and formulate responses that protect your brand reputation during crisis situations.
- Beyond the Session: Our commitment doesn’t end after the training. We provide detailed feedback, personalized coaching, and access to valuable resources to ensure your spokespeople maintain their media mastery.
Ready to Crush your Next Media Interview?
Many spokespeople hesitate to embrace training if they don’t believe they’ll get what they need from it. At Matter, we work directly with each client to ensure their media training is customized to their industry, their brand, and their individual needs. Involving your team in the planning process can drive buy-in and ensure the training directly addresses their concerns.
With Matter’s media training, your executives will be equipped to navigate interviews with confidence, forge media relationships, and push your brand narrative forward. Contact us today to discuss a customized media training program that empowers your team to become true media mavens.