A great media spokesperson is worth their weight in gold. So it’s not surprising that PR agencies and in-house media teams will recommend media training for your key executives and subject matter experts.
But nailing a practice interview with a faux reporter can, at best, make for a good fair-weather sailor. What happens when a media storm is brewing on the horizon? If the foundations of a solid media strategy are not in place, don’t rush your executives into media training.
Step back and check that you have the strategies and messages you’ll need to navigate media interviews in any weather.
If any of the following scenarios ring true for your organisation, do not set sail on media training just yet.
1. No media engagement strategy
All PR is good PR, right? Wrong. Negative publicity will harm your brand, and irrelevant publicity will waste resources that you could have invested for a stronger return. Media should be considered strategically in the mix of channels you use to engage your target audiences. Leaping into media interviews without a clear and measurable media strategy is like navigating without a compass. Sure, you might get a headline, but for what purpose? A good media advisor will start with a media strategy, showing how coverage in mainstream or trade press will strengthen your brand and reputation with your target audiences. They will also develop a reactive media strategy that anticipates potential issues or opportunities that may generate media enquiries, so you’ll be prepared to leverage or defuse such opportunities as they arise.
2. No clear message
An unclear message, or no key message, will mean you fail to make the most of media opportunities. In the worst-case scenario of a hostile media interview, a lack of key messages will leave you floundering as your reputation sinks. A good media advisor will set out key messages, as per your media strategy, ahead of any interview. Practising these key messages as proactive statements, as well as weaving them into reactive responses, will ensure they roll of your tongue naturally – even when under the unnaturally bright lights of a television camera. Key messages should be succinct, grounded in fact and aligned to your brand personality. Nailing your key messages is half the battle won.
3. Reluctant spokesperson
It may only be a slight exaggeration to say that some people would rather perform their own root canal surgery than do a media interview. But we have probably all seen instances where reluctant spokespeople, on poor advice, have fronted a media interview and done more harm to their reputation than good. If you have a reluctant media spokesperson, you need to factor this into your media strategy. A good media advisor will work with your potential spokespeople to determine their training needs and identify alternatives if necessary. This may include targeting media that will accept supplied content or identifying alternative spokespeople. If you find yourself in a situation where your reluctant spokesperson feels they have little choice but to do a media interview, reach out to an experienced PR agency immediately for support and advice.
As you set sail on your voyage into media engagement, make sure you have the strategies, messages and skills you need for any eventuality. A good PR agency can help you navigate even the roughest waters.
Ready to rollout media training? Or not sure yet? Our media training and executive coaching experts can help tailor a media strategy and training plan to meet you where you are at.
