Flash website? Army of trainers? Years in the industry? Mate’s recommendation?
The criteria for selecting an external media trainer can be perplexing. How does a “decorated career” compare to a referral from a trusted colleague? Is 10-years in PR the equal of 15 as a journo – or vice versa?
- The everywhere person - spruiking where they have worked. Simply stating where one has worked has no direct relevance to competence. If you engage a former journalist who “covered” events, but merely turned up and followed a process – then chances are that’s the type of media training you will receive too. Make sure they can demonstrate initiative and self-generated success from their journalistic career. That is far more likely to suggest the drive and flexibility needed to provide effective training.
- The “top-ranker” - SEO rankings don’t reflect effective training. It suggests slick marketing, but an algorithm should not be the selection criteria.
- The big shiny promise - large teams and meaningless add-on “offers.” Perceived size is irrelevant - ensure the provider can suggest a trainer who has direct experience and fundamental understanding of the sector.
- A flashy studio is nice – but only if you are intending to participate in studio-based interviews! Otherwise, it’s meaningless. Studios are common and they are easy to hire IF needed.
- Offers of ongoing support – can be worthwhile BUT get clarity around the scope of the support, how it will be delivered and for how long? If the job is done correctly in the first place, this should be a “nice-to-have” not an “essential.”
- Meet with the provider – get a “feel” for how compatible you are with their methodology and approach.
- Consider 2-3 key questions which are directly relevant to your training requirement. For example, if you have a spokesperson with a strong personality who is failing to prepare adequately and take advice, ask the trainer exactly how he or she would manage the situation? You will quickly get a sense of their competence and/or experience.
- Insist on no fewer than 3 verbal references from clients who have received training in the past month or two. It’s easy for organisations and individuals to offer old references from “friendly” clients. You may not need to speak with them all, but again, ask how the trainer managed situations and personalities relevant to your training requirement.
- Insist on credentials such as insurances, qualifications and most importantly accreditation to deliver workplace training. If the trainer is not accredited in Workplace Training & Assessment, they are simply not fit-for-purpose.
- Does the provider offer more than simply media training? Progressive organisations will offer technology-based solutions to communications problems.
For a confidential, obligation free discussion regarding your organisation’s media training requirements, please feel free to contact Luke Waters directly.
Communications consultant & Media Trainer Luke Waters has completed training in Crisis Communications at University of Technology Sydney and has created a specific training course around preparing organisations and spokespeople for a cyber crisis event. Luke is ready to discuss your media training and/or crisis communications needs on a confidential, obligation free? basis.
Luke Waters | 0418 147 157 | [email protected]
Luke Waters is ?the Founding Director of Saltwater Media Solutions, and is one of Australia’s most sought-after communications consultants specialising in:
- Media Training
- Crisis Communications Training
- Executive Presentation Training
Luke is highly experienced in developing and delivering communications training across a broad range of sectors. His decades of experience in communications (both as a journalist and consultant) deliver consistent, authentic and highly effective outcomes.
Luke has qualifications and/or formal training in:
- Crisis Communications
- Risk Management
- Workplace Training & Assessment
- Journalism
Contact Luke directly for an obligation-free, confidential discussion around your training requirement.
