What is honest media training, and why it's important

Understanding how journalists work is essential to build a strong rapport and getting your story across in the best possible light. I am an ex-journalist, an occasional freelance writer, and a marketing professional. Here are some ideas and tips on communicating effectively with the press and, most importantly, making friends in the process.

Since the 1990s and the advent of the Internet, the profession has had to reinvent itself. With the rise of digital media, the traditional newspaper industry has faced a decline in print circulation and advertising revenue. Many media organizations have had to shift their focus to digital media and adopt new business models to remain viable. The rise of online news and the increasing use of social media has also led to new forms of journalism and ways of delivering information to the public.

Both staff and freelance journalists are increasingly asked to produce more content in a shorter time. Newsroom employment in the United States has dropped by 26% since 2008. In 2008, there were about 114,000 total newsroom employees – reporters, editors, photographers, and videographers – in five industries that produce news: newspaper, radio, broadcast television, and cable. By 2020, that number had declined to about 85,000, a loss of about 30,000 jobs, according to Pew Research. On average, a journalist makes $26 an hour.

Why are these facts important? The declining number of journalists and their low salaries make it difficult for them to invest adequate time in researching and producing stories. Therefore, journalists benefit greatly from the support of professional communicators who significantly facilitate their work.

The following article provides actionable tools to build honest, long-lasting working relationships with journalists. It will help you better position your brand, company, product, and services.

Building consumer trust is crucial to a company's success and longevity. Trust can take years but can be lost in a single "interview gone wrong." That's why executives need to be well-prepared for media appearances, to ensure they communicate their message effectively, and to build trust with the audience.

Journalists are looking for credibility, reliability, and integrity in an interview. Credibility is established by having a good reputation and being considered a credible source of information, reliability is proven by consistently providing accurate information, and integrity is demonstrated by being straightforward and honest, aligning comments with corporate values, and following through on promises.

Media appearances can be an excellent opportunity for PR and can showcase your company in a positive light. To make the most of these opportunities, you should be well prepared and have the right goals.

PR isn't Advertising

You aren't here to sell your products or services — that's what ads are for. You've been invited to inform, educate, or inspire. Constantly plugging your product will alienate the audience and the journalist. Instead, naturally, weave in positive messages about your company.

According to Forbes, a study by Nielsen concluded that PR is almost 90% more effective than advertising.?With advertising, you tell people how great you are.?With PR, others sing your praises.?Which do you think is more effective??

Remember that organizing customer interviews is the best way to get press about your product. Journalists don't rely solely on your words; they want to observe firsthand the impact your products have on people.

Here are Seven media training tips to help you achieve your goals:

1. Be ready for anything: Today's journalists are not limiting themselves to a single medium. A print journalist can ask to take photos, and a podcast host will often shoot a short video for the episode promotion. Keep an open mind and play along.
2. Be responsive: Journalists are working on deadlines, and chances are they are reaching out to several sources, including your competitors, for comments. Let the media know you've received their inquiry and are processing their request.
3. Do your research: Find out as much as possible about the media outlet, presenter, and audience you will be talking to. This will help you avoid making any embarrassing mistakes and to tailor your message to the specific needs of the journalist.
4. Talk in soundbites: Keep your responses concise and to the point, using clear language. Craft soundbites that highlight your top three messages and avoid sensitive topics. Soundbites make it easier for the journalist to quote you accurately and for the audience to remember your message.
5. Take control: Don't be afraid to take a moment to gather your thoughts and control the conversation. Avoid blurting out the first thing that comes to mind or making things up on the spot. A well-thought-out answer is always better than a quick, impulsive response.
6. Prepare for tough questions: Be prepared for difficult questions from journalists and rehearse answers with your PR team. Take back control of the conversation if the interviewer puts words in your mouth. Being prepared for tough questions shows that you're confident and in control and helps to build trust with the audience.
7. Be aware of your body language: Your body language can convey more than words. Be mindful of your posture, gestures, and facial expressions during media appearances. Confident and professional body language can help you build trust with the audience.

Expert Tips:

Do not go off the record

One of the most important things to remember when interacting with journalists is that "off the record" doesn't exist. Whatever you tell a journalist can be printed, so it's essential always to be mindful of what you say and aware of your words' potential consequences.

Do not ask to review a story.

It's also important to never ask to review a journalist's story or to ask when a story will come out. Journalists value their independence and the integrity of their work, and trying to exert control over the content of a story can damage your relationship with them.

Understand what the journalist is looking for when interviewing you. Are they working on a dedicated story on your company or product, or do they only need a quote or some background information? Knowing this can help you to prepare effectively for the interview and to tailor your message to the specific needs of the journalist.

Do offer connections with your network

Whenever you meet a journalist, it is your chance to create a long-term relationship with them. This first meeting should be so memorable that, in the future, the journalists will want to call you up for insights when working on other stories. Respect the journalist even though you might never have heard of their publication. Freelance work for several outlets and one interview may result in several publications. By providing valuable insights and connections, you can help to establish yourself as a go-to source for journalists in your industry.

Don't refuse an interview because the journalist is inexperienced or the publication is too small. I remember helping out a young journalist at a local paper who went on to work for a national publication; we had stayed friends, and reaching out, then was easy.

Do have facts handy

When preparing for an interview, it's also important to be ready to give numbers, percentages, and ideas of scale. The media wants factual information, not just generalities. It's also a good idea to have a few catchy sound bites ready to go, so you can see how the journalist reacts to them and adjust your message as needed. Additionally, you should be prepared to give anecdotes to make the story more exciting. Be ready to be vulnerable, not fake; that's the best way to come across as a trusted individual.

Be respectful

If you are willing to go out of your way to help a journalist, and if you are available to answer follow-up questions or to clarify points, you will establish a rapport that will be remembered. Before leaving a journalist, make sure to offer to send them illustrations or to put them in touch with other people in your industry. This is obvious: always respect your competition and do your homework to understand what the journalist covers and how much they know about the topic.