How can you develop an effective media training program?

I would add that gaining the confidence and approval of your CEO and Board will demonstrate your organization’s commitment to an effective media relations program. Showing the results of your efforts thus far and presenting a plan of action will open the door wider to a hands-on, results-oriented training.

In today’s dynamic business landscape, media training is a strategic imperative. Here’s how you can create a robust programme: a)Assess Needs: Understand your team’s existing competencies and identify gaps. Skill gap analysis ensures targeted training. b)Tailor Content: Develop quotable messages (“sound bites”) that resonate with your audience. Bridging techniques help navigate challenging Q&A. c)Media Savvy: Equip your team to handle print, video, and social media. Foster relationships with reporters—they’ll call you back! d)Benefits: Enhanced communication skills, crisis resilience, and career advancement await those who embrace media training. A well-prepared spokesperson can turn interviews into PR gold. What are your views?

Having conducted media training both internally and externally, my biggest advice is to avoid treating it as a one-time event. Many companies opt for day-long sessions, but these are often ineffective as people rarely retain vast amounts of information in one sitting. Instead, approach media training as a continuous process. Implement regular prep and refresher sessions to reinforce key messages, how they are being received by various stakeholders, and any shifts in media targets. Additionally, tailor the program to leverage individual strengths and preferences (e.g. is this executive more introverted or extroverted?). Just like any other skill, media savvy requires ongoing nurturing to grow and stay strong.

In my experience, I have already developed internal and external training for executives, and this makes me realize some relevant points: - consider the media with which your executives find it easier to enhance the fluidity of conversations and those with which they have more difficulty finding ways to make them comfortable.

Figure out what you want to achieve with the training, like improving how people speak to the media or handling crises. Then, customize the training to fit the needs and skills of the people taking part. This might mean doing practical activities or acting out different situations. It's helpful to have experienced media experts leading the training to give useful advice. Also, it's a good idea to get feedback and use tools to see how well the program is working and make any needed changes. Also, make sure to keep up with what's happening in the media world so the training stays useful and relevant.

The group training sessions are always the best in my opinion. You get to practice speaking in front of others which will help you get more comfortable with it, quicker and you get to learn from watching others do it - I've seen my clients have lightbulb moments from doing it in a group many times. Plus, you're all generally feeling the same (nervous) and build a comraderie by the end of the session. Whichever option you go for, make sure it includes the practical element of practicing live interviews in the format you are focusing on (e.g. TV, radio/ podcasts, print or a combination of all of them) and watch/ listen to yourself back or read what you've said in your interview so you can identify where to improve.

The group to be trained must be well prepared for each stage of the training, understanding their role as spokespersons for your business.

Throughout my experience of training senior executives, ranging from startups to Fortune 100 companies, I have discovered the immense benefits of including practical exercises within the media training program. By incorporating these exercises, participants are able to gain valuable hands-on experience. One effective approach is to simulate media interviews or create scenarios that enable individuals to practice responding to challenging questions.

Not everyone has the budget to quality media trainers, but the good news is that you can work within resources that may already be available in your organization. Many PR professionals are capable of training others to interact with media. We possess many of the foundational skills and understanding of news/storytelling, and the best way to improve ourselves is to teach others. Don't go it alone. Many PR professionals come from a background in news so look to those individuals to share their previous experience as well. Additionally, tap into your reporter network and see if they'd be interested in helping out. Allow them to share their expertise and offer the perspective from the opposite side of the PR world.

An effective media training program should emphasize practical application of theoretical concepts through real-life scenario practices. This approach allows participants to integrate messaging strategies with appropriate response tactics and body language awareness. The transition from merely answering questions to strategically communicating a message takes time, underscoring the importance of patience and repetition in learning. Recording training sessions is highly beneficial, offering trainees the opportunity to observe their verbal and non-verbal communication styles. Reflecting on these recordings helps identify areas for improvement, making the training experience deeply personal and more impactful.

Practice makes perfect. Have a spokesperson list and an overview on who has been media trained, with their strengths and areas for development, their focus areas, and the formats they are most often confronted with. A company policy that recommends a minimum of one media training per year for company spokespersons can help guarantee consistency and quality.

Bringing in trainers who have worked in the media can make the training more valuable and exciting. Learning about social media and online talking is essential because they are a big part of how we communicate today.

Prepare anticrisis. Always search for angles journalist see your company or its speaker. Find objections they often have and questions they often ask. Prepare answers, data, and sources to prove your speaker's point of view. Find some methods to face tough questions with dignity, put them into your training