The Importance of Media Training

June 6, 2024

Media Training is a specialized communications program designed to help a company’s spokesperson learn how to most effectively and impactfully interact with media. The ability to speak to media in a productive manner is not a skill that should be reserved for crisis communications. On the contrary, organizations that enable their spokespersons and executive leadership to develop media interview skills before media interview opportunities arise are more likely to successfully reach target audiences with core brand messaging.

As traditional media coverage still plays a significant role in influencing corporate reputation, shaping stakeholder perception, and impacting the bottom line, brands understand that the ability to effectively represent themselves is a non-negotiable in today’s competitive media landscape. While social media continues to aggressively compete with print, online and broadcast mediums as news sources, it should also be noted that traditional media interviews are still coveted opportunities to deliver targeted messages.

It should never be assumed that a spokesperson understands the nuances of a media interview just because he or she is well versed in their company’s key messages. Only with practice can one truly become comfortable with interacting with media in a way that is productive, positive and memorable. The purpose of Media Training is to help a company’s spokesperson learn how to develop compelling key messages, deliver sound bites and stay on message during a media interview.

Media Training should never follow a one-size-fits-all approach, but instead should be tailored to the company’s and the individual’s needs. A customized approach will enable a spokesperson to specifically apply the fundamentals of media relations to their company’s priorities, ensuring that they get the most out of any training. Social media trends as well as reputational risks associated with social media, should also be addressed.

Typically, Media Training will include the following with variations depending on the trainer and spokesperson’s priorities:

• Overview of the types of media, journalists, and method of communication for each
• Message development as well as non-verbal and verbal message delivery
• Instructions on how to control the narrative, including transitions and amid awkward silences
• Education on the most current media practices, e.g. Nothing is “off the record” and how to appropriately apply “On Background”
• Guidance on how to develop and deliver succinct language that can be distilled down into impactful sound bites
• List of helpful “Dos” and “Don’ts” to use when talking to reporters
• Step-by-step instruction for Zoom, Skype or other virtual meeting forums
• Appearance, including hair, make-up and wardrobe tips

Quality Media Training should create a supportive working environment that allows for constructive feedback while building confidence. There should be an understanding between trainer or coach and spokespersons that a savvy media relations expert doesn’t happen overnight. The adage “practice makes perfect” holds true for the learned skill that is mastering a media interview.

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4 Reasons Why Good PR Takes Time

June 6, 2024

We live in a world obsessed with instant gratification. Fast food. Fast transportation. Quick fixes and expectations to be entertained with a tap of the finger. It shouldn’t be surprising then for a brand or business to presume that overnight success is standard practice in PR. It certainly can be, but here at MassMedia we counsel our clients to think critically when it comes to their long-term marketing strategy. A quick press hit or two – even with big media outlets – won’t necessarily translate to a jump in sales, much less increased overall brand recognition or trust.

Renown billionaire, Warren Buffet says it takes 20 years to build a reputation. Creating true credibility which has a lasting and positive impact on a business, or a personality is a long-term investment to build relationships and build trust. Effective results don’t happen overnight. It takes patience and commitment, for example, to see feature stories in outlets like Forbes or The Wall Street Journal by writers and editors that would now have confidence enough in the brand or personality to maintain a productive relationship that may include additional features or expert sourcing down the line.

Here are four reasons why a long-term approach to PR can help you achieve the meaningful results required to take your business to the next level:

1. Effective PR Requires a Solid Foundation – Far too often companies quit PR too soon. They expect their brand to be taken to new heights with a couple of phone calls when the reality is PR reps should be laying solid groundwork before achieving the desired tangible results. For example, you should make sure that your PR agency has a strategy, including target media, that you’ve approved. Good PR takes time. It takes at least three to six months to see the beginnings of your desired results.

2. Short-Term PR Eliminates Quality Long-Lead Coverage – Many of the top-tier print media outlets that may be on your target list are long lead and therefore plan their issues months in advance. For example, the October issue is being developed in May or June. To give up on PR too quickly means that you may not benefit from the fruits of your agency’s efforts.

3. Project Work Does Not Result in Long-Term Success – Many brands hire a PR agency solely for a specific initiative or announcement. This approach to PR doesn’t necessarily translate to long-term success, as by the time your agency’s team has immersed itself in your business enough to effectively represent you to media, the project is nearly wrapped. Oftentimes, reporters will reach out to PR reps expressing interest in the initial pitch, but a story never happens as the project has ended.

4. PR is About Relationships Which Take Time to Cultivate and Nurture For Your Benefit – Although the agency you’ve hired may have strong existing media relationships, the news cycle is now so cluttered that even your closest media contact will typically require some lead time to find proper placement of your story. Depending on your media targets, some journalists may already have stories slated for several weeks, if not months out. Shorter-lead media may be able to move quicker, but they are still at the mercy of the news cycle and if you find yourself in a particularly hectic news time, you’ll have to wait for a calm moment to see your story placed.

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Tag: Public Relations