How can you train your spokespeople to communicate with the media?

By working, first of all, with the media. Journalists are the best people to advise you on how to work with them. Once you are clear on the goals of your media interventions, talk to the media that your spokesperson will be liaising with. The key to determining your goals will be in your organisation's media strategy. However, the media itself will provide the best insights as to how to communicate with them: - When to get in touch - What modes/platforms of communication to use - How much should you pack into your first contact - Who are the best people in each newsroom for your spokesperson to deal with? Many organisations do not value the crucial data provided by journalists/media and become ineffective as a result.

Your spokespeople clearly need to be the right people & companies need to stay away from having too many spokespeople. Stick with your C-Suite & work closely with them so they know their topics & the relevance of what and how they deliver the news. Make sure they are very aware of recent industry developments & how they fit into the wider economic picture. The PR & Comms team are often too eager to deliver "corporate messaging" and thats never what a journalist needs. There are plenty of good Media Trainers out there who can help. Check their credentials & make sure they have worked at an international level to help make your key people shine. It's always at times of crisis when companies regret not being prepared - so be ready!

I am a veteran journalist turned brand strategy consultant. Having conducted more than 200 media trainings with Indian+global brands and leaders, here are a few learnings (sticking to these because of the character limit): * Business leaders are great at what they do but struggle to acknowledge that communication is now a strategic function that directly impacts business success. So, they invest little in that skill * The first task is to draw the link between effective media communication and how it impacts their business * The media landscape is transforming dramatically, which impacts us as communicators. It offers serious challenges but also opportunities for those who understand this change. This too must be demonstrated by trainers

At the core of any media interaction lies the fundamental truth that we are engaging with individuals who are well-versed in their domain. These are not novices we're dealing with; they are seasoned professionals who understand the intricacies of their trade. They know how to probe, persuade, and present stories in a light that serves their narrative. Therefore, when preparing someone for media engagement, it's crucial to transcend the basic dos and don'ts, and delve into the realm of strategic narrative construction. The media, in its essence, is a distinctive stakeholder in any communication strategy. Unlike other stakeholders, the media has the unique ability to amplify, distort, or even bury your narrative.

Leverage social sentiment technology to understand media perception, sentiment of your company & key competitors, and share of voice opportunities (trending topics). Today's PR world is driven heavily by social media and a spokesperson can succeed with the right data advantages for their statements and opinions ahead of time.

Understanding the audience when representing a company in an interview is crucial because it allows for tailored communication that resonates with the specific interests, preferences, and expectations of that audience. This knowledge enables the representative to craft messages that are relevant and engaging, fostering a stronger connection with the audience. By considering the demographic, interests, and values of the audience, the representative can communicate more effectively, building trust and positively influencing the perception of the company. This audience-centric approach enhances the likelihood of a successful and impactful communication strategy during interviews.

Cultural and Demographic Considerations: Cultural and demographic factors influence audience preferences, values, and communication styles. Spokespeople should be sensitive to these nuances and adapt their messaging accordingly. For example, humor that resonates with one demographic may not translate well to another. Similarly, addressing cultural sensitivities and diversity considerations demonstrates respect and inclusivity in your communication approach.

A PR Manager can also help the audience getting familiar with the company and its spokesperson, so that they can make the right questions to specific spokespersons. It's fundamental to share with spokespersons detailed information about the media audiences they're going to meet and help them preparing for any questions they may ask.

All communication must start with a clear understanding of the audience. That is the key intelligence that a communications team must provide the spokesperson. In my experience, the best spokespeople have probed me on the audience preferences/ hot buttons and how they can tailer the choice of words and examples that resonate. Most companies have a set message house - what varies is the proof points and examples which are based on audience.

When we are media training, we advise every interviewee to read/watch/listen to the media outlet they are appearing in. The internet has made this extremely easy, and it helps spokespeople adjust their style to the outlet.

If you know what your goal and your target audience are, you have to build the key messages to get to that goal by communicating to that audience. Sounds simple, right? For any interview situation, it helps to rely on just a few, maximum three key messages to which you should always try to get back to. Like a good politician, it doesn’t matter so much what the question is, what matters is how you can guide it back to one of your key messages to reinforce your point. This way, you are the guiding force of the interview, not just the passively reacting part that can be pushed into a corner.

My favorite tip is ‘answer the question you wish you were asked.’ Every question is a messaging opportunity if you learn how to pivot.

You need to have a clear idea of what you want to communicate (hello strong corporate messages ??), but you also need to bear in mind what the journalist and his/ her audience are actually interested in. The magic happens when you are able to get the two to intersect in a succinct, compelling way.

Die meisten Briefings sind meiner Erfahrtung nach viel zu komplex, als dass die Sprecher diese im Kopf behalten k?nnen. Ich finde es am sinnvollsten, Sprecher unabh?ngig von Terminen umfassend zu schulen. Beim konkreten Gespr?ch sollten die Sprecher dann nur 1-3 S?tze als Botschaften im Kopf haben – und die sollten einfach zu merken und wiederzugeben sein.

Companies that provide the tools and opportunities for their spokespersons and leadership team to strengthen and fine-tune their interview skills in advance of interviews are more likely to find their narratives captured. I have found the best way to train spokespersons for media interviews is to dry-run scenarios with them, practice on-camera, on video, and review with them. Prepping spokespersons through role-playing, presenting tough questions, and discussing how to respond to potential questions in a natural, authentic way, helps to build confidence and credibility in their responses.

An elevator pitch is not just a succinct way to describe what your organization does; it's also a perfect exercise to train a spokesperson. This brief, persuasive speech, typically lasting 30-60 seconds, is designed to spark interest in a complex subject through a straightforward, captivating narrative. By condensing your message into a clear, concise, and engaging pitch, you prepare a spokesperson to make an impact in any quick, impromptu conversation. It's essential for effectively introducing your company or an idea, offering a snapshot that invites further dialogue and leaves a memorable impression.

In addition to the importance of practicing active listening and understanding the editorial line of the media outlet, I want to focus on the importance of using the bridging technique to navigate conversations strategically. It helps the spokesperson to steer discussions back to the intended topics, ensuring that important points are communicated effectively. It provides a valuable tool for speakers to stay on message, manage challenging questions, and maintain control of the narrative in various media interactions.

En esta, como en todas las situaciones en que nos exponemos en público, no sólo importa lo QUE decimos: CóMO lo decimos es fundamental. Ante los medios, siempre es positivo que nuestra voz y nuestro cuerpo (Comunicación No Verbal) se expresen con calma y serenidad. Debemos transmitir competencia y confianza en cualquier situación, y sobre todo no perder la calma ante preguntas incómodas/inesperadas. Recomiendo desarrollar/ practicar estas técnicas de comunicación PREVIAMENTE: es francamente complejo tener en cuenta esas variables cuando te enfrentas a los medios en una situación compleja o inesperada, y los nervios están a flor de piel.

From my experience you should conduct workshops or training sessions specifically focused on media interactions. These can include simulated interviews, role-playing exercises, and constructive feedbackfrom trainers. Prepare spokespeople for handling crisis situations. This includes teaching them to stay composed under pressure, deliver empathetic responses, and convey information transparently. Help spokespeople refine their public speaking skills, including articulation, pacing, and modulation. .Develop a media relations handbook that provides guidelines, tips, and best practices for engaging with the media. Stay updated on media trends, communication strategies, and public relations best practices.

Your media training is never one and done. The news cycle moves faster and faster and contexts change and develop. Even experienced spokespeople need to practise before every interview. The worst questions are not the challenging ones you've already thought of. They are the simple and obvious factual questions that will catch you out if you just assume you know your stuff and don't prepare thoroughly.

1) Display confidence but not overly so 2) Stay limited to the scope of the matter in question. Don’t expect over-speak, don’t stray from the topic 3) Listen well 4) Don’t go incommunicado. It raised suspicion 5) Keep your Comms resource in the loop, always, even when approached directly by media

An executive regurgitating your messaging isn’t enough. Spokespeople should tell memorable stories. Tie together two parts: 1) Your key messaging/value prop with… 2) Your spokespeople’s individual stories and experiences. During media training, help your spokespeople tell personal anecdotes that relate to your product, service, or mission. It helps them get out of their heads and makes the conversation with reporters more natural and relatable—increasing your chances of getting covered.

If you want your spokesperson trained to speak to the media, you need to support and invest in his/her education and training. There are several amazing communications and media relations courses available at the local, state, regional, and federal levels (many of which are free or reasonably priced). These offer media relations tips and best practices and also give an opportunity to practice these skills. To go a step further, ANYONE in your agency who could potentially have to speak to media (a chief executive, agency head, etc.) should also participate in this type of training. Not only will you learn the skills yourself, but you'll also have a better understanding and appreciation for those who perform in this role regularly.

Don’t read messages parrot fashion. Adapt them to suit your own style and if you have to bridge away don’t repeat the same message endlessly. Try and deliver each message in three different ways throughout the interview as it means you can land some of the most important key messages.

Training can't make up for a spokesperson's lack of transparency and failure to be forthcoming. Building trust with the media is paramount.