Summer is officially here – and with it typically comes a slower-paced and somewhat lighter news cycle. Executives’ schedules may also be slightly more flexible so it’s a good time to think about media training ahead of the busy fall and winter.
Every interaction with media can shape your company’s reputation. Whether for company executives, subject matter experts (SMEs), or boots-on-the-ground spokespeople, media training helps those at every level of the organization understand what to say – and maybe more importantly, what not to say – when talking with reporters and other stakeholders. Media training prepares them to communicate clearly, credibly and strategically in high-stakes settings.
Any time is a good time to invest in media training, but there are a few key time periods where it can be especially valuable:
After leadership changes or organizational restructures
When a new C-suite leader is appointed, media training is an opportunity to get them familiar with the company’s brand messaging and ensure consistency across interviews, internal communications and public statements.
Pre-earnings season
When reporting quarterly earnings, executives are likely to be fielding questions from analysts, reporters and shareholders. Media training can prepare them for the nuances of on-camera interviews, in the event they’re appearing on broadcast news programs to discuss their most recent earnings reports, and help them deliver clear, confident, and on-message responses, no matter what’s thrown their way.
Before major product launches, announcements or IPOs
Media interest and interview requests are sure to spike around the launch of a new product or service, rebrand, strategic pivot, IPO, funding round, merger or acquisition. Executives need to be polished and consistent in communicating the company’s value proposition, long-term strategy and how this product or announcement helps them get closer to their goals. Media training can help executives prepare for and feel confident in responding to tough questions and anticipate what reporters may ask.
PR Win: In October 2024, following its Q2 earnings announcement, Nvidia CEO Jensen Huang appeared on CNBC’s Closing Bell Overtime with Accenture CEO Julie Sweet to discuss a new partnership between the companies. However, Huang stole the show with his comments regarding the demand it had seen so far for its new Blackwell chip. Huang described the demand as “insane,” which reinforced excitement and drove headlines, but also backed up the hype with clear business context to emphasize the product’s value. Huang has a great reputation for speaking clearly in interviews, striking just the right tone, and projecting confidence without coming across as self-promotional.
Prior to industry conferences or speaking engagements
Ahead of a major public appearance, media training helps executives and SMEs stay on-message, handle tricky questions and maximize thought leadership opportunities. Whether giving a keynote address or participating in a panel discussion, it’s important to create good rapport off the bat with your audience, moderator and fellow panelists, to understand the nuances of these various formats, and to maximize media coverage opportunities by ensuring your message stands out. In some cases, executives may also be connecting with reporters in a more casual setting, and media training is a good time to remind them that everything they say is “on the record.”
Ahead of crisis or risk periods
If your company anticipates seasonal or cyclical periods of risk – for example, during hurricane season or election season – proactive media training can prepare leaders for potential reputational threats, including how to respond calmly and offer reassurance in high-stakes interviews or press conferences.
When you need reputational repair
For the times when you can’t get ahead of it, sometimes you need to do some damage control. Following a crisis, controversy, lawsuit or regulatory issue, executives need to rebuild trust, project accountability, and speak with empathy and authority.
Interested in learning more or ready to get a media training on the books for your company? Learn more about Matter’s Media Training Services.