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What are the best ways to evaluate media training's impact on your media relations?

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Media training is a valuable investment for any organization that wants to enhance its media relations and reputation. However, how do you know if your media training program is effective and worth the time and money? In this article, you will learn some of the best ways to evaluate media training's impact on your media relations, based on the principles of strategic communications.

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Shu Ping Khew

Purpose-driven communicator to inspire impactful change | PR Agency Director | Recipient of PR Awards Southeast Asia…

1 Define your objectives

Before you start any media training program, it's essential to have clear and measurable objectives that align with your overall communication strategy. You should ask yourself what you're trying to achieve with media training and how you will know if you have succeeded. Possible objectives include increasing the number and quality of media mentions and coverage, improving the accuracy and clarity of key messages and stories, enhancing your spokespersons' confidence and skills in media interviews, reducing the risk of negative or inaccurate media coverage, and strengthening relationships with relevant media outlets and journalists.

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Martin Demel

Global Corporate and Marketing Communications bei ZF Group
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Media training is most effective when an actual appearance in front of the camera follows quickly afterwards. This should then be available for analysis. For comparison, an old recording and recordings of other speakers show the progress and further opportunities for improvement.

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2 Choose your indicators

Once you have defined your objectives, you need to choose the indicators that will help you measure and track your progress and results. Indicators are specific and quantifiable data points that reflect your objectives, such as the number of media mentions and coverage per month, quarter, or year, the tone and sentiment of the media mentions and coverage, the reach and relevance of the media outlets and platforms that mention or cover you, and the alignment of the media mentions and coverage with your key messages and stories.

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3 Collect and analyze data

Once you have chosen your indicators, you will need to collect and analyze the data that corresponds to them. You can use various sources and methods to gather and interpret the data, such as media monitoring tools and services that track and measure your media exposure and performance, media audits and reports that provide a comprehensive and in-depth analysis of your media relations, media feedback surveys and interviews to get the opinions and perceptions of the media outlets and journalists that interact with you, or media training evaluation forms and tests to evaluate the satisfaction and learning outcomes of your spokespersons.

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4 Compare and benchmark

To evaluate the impact of your media training program, you should compare and benchmark your data against several reference points, such as your baseline data (i.e. the data from before the program), your target data (i.e. the desired data after the program), and your peer data (i.e. the data from similar organizations). Through this comparison and benchmarking, you can identify the gaps, strengths, weaknesses, opportunities, and threats of your media relations, and how media training has influenced them.

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Shu Ping Khew

Purpose-driven communicator to inspire impactful change | PR Agency Director | Recipient of PR Awards Southeast Asia, PR Awards Asia and Marketing Excellence Awards
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To have an impact through media training, we first need to know what needs to be improved from past communications. Then we can focus our training on these areas. The next time when we speak as a spokesperson again, assess if the way we communicate has aligned more closely to the improved state we are targeting. If so, then the media training would have a positive impact.

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5 Communicate and improve

To effectively communicate and improve your media training program, you should share your evaluation results with stakeholders such as management, spokespersons, communication team, and media partners. You should recognize and celebrate your achievements and address any challenges or mistakes. Additionally, you should update objectives, indicators, data sources, and methods as needed. Furthermore, seek feedback and suggestions for improvement from stakeholders and plan and implement new or revised media training activities and initiatives.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best ways to evaluate media training's impact on your media relations?

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1 Define your objectives

2 Choose your indicators

3 Collect and analyze data

4 Compare and benchmark

5 Communicate and improve

6 Here’s what else to consider

Strategic Communications

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What are the best ways to evaluate media training's impact on your media relations?

1

2

3

4

5

6

1 Define your objectives

2 Choose your indicators

3 Collect and analyze data

4 Compare and benchmark

5 Communicate and improve

6 Here’s what else to consider

Strategic Communications

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