If a journalist calls you for a soundbite, what would you do? In most cases, the answer is—respond immediately. But is that the right media interview tactic? For years, the importance of media training has been debatable. Many business owners or senior leadership teams (SLTs) believe that they know their business in and out and have the right knowledge to address the questions thrown at them by a journalist. While this can be deemed true to some extent, the relevance of media training goes far beyond speaking about one’s business plans.
So, what is media training?
Media training is a specialized form of training that helps you better understand the media landscape and what makes news. It empowers you with the knowledge, skills, and confidence to know what to say and how to say it.
In a world where there are infinite sources available to a journalist, it is critical that you set yourself apart from the rest by building a unique command over your interview skills. Media training can help you to stay true to your business’ key messaging. As well as successfully take part in an interview and use the media coverage to your advantage.
What can you expect from media training?
- Understanding of various interview formats:
The media landscape has transformed tremendously in the last decade and so has the format in which journalists conduct interviews. Hi-tech cameras, audio recording applications, video interviews etc. have replaced the direct phone calls and one-on-one interviews. Hence, the spokesperson needs to feel comfortable with these channels and address questions with confidence. Media training can also help in boosting your confidence and command over new interview formats. Thereby providing you with an edge over the rest. Most importantly, it helps you take control of the interview. - Garner understanding of the ‘Rule of 3’:
The trick to becoming a great speaker is to be knowledgeable, likeable, and passionate. When a journalist approaches you directly or through a communications professional, he/she expects a crisp, credible, and informative conversation that addresses the topic. This demands you to use analogies, case studies, statistics, and additional information that speaks volumes of your understanding of the industry. During a media training session, you are taught to think like a journalist and frame your responses based on what he/she wants. It also provides tactics on how to be clear about your company’s key messaging and reflect that in your response to the interviewer without going overboard. It is advised that for each question, one must think of at least 3 items he/she would like to cover. That’s the maximum time the interviewer will provide to make your point before moving on to the next question. - Prepare for potential interviews:
For interviews scheduled over audio calls, deeper understanding of the subject matter can suffice. However, TV interviews demand few extra layers of preparation that highlights your personality and appearance. For example: when appearing on air, you are expected to dress the part. For instance, we prefer neutral or dark colours if you work or represent the financial services industry. Likewise, wearing ‘white’ for a TV interview may not be ideal as television cameras set their lighting range on both the brightest and the darkest objects in the room, and it may wash you out. Another aspect to appearing on television is to be succinct in your responses. You should also match the energy of the host or interviewer. This helps in making a lasting impact on the viewer as well as the producers/host of the show who may consider you for more TV appearances in the future. - Interview Tactics:
In order to leave the desired impact, there are multiple interview tactics the spokesperson can utilize to his/her advantage. A media training can help in not only identifying your strengths and weaknesses but also introduce you to these strategies that can help you even in your day-to-day operations. Some interview tactics include not repeating the negative, not addressing a question with ‘no comment’, beware of trailing off to name a few.
Conclusion
Interviewing with the media can be challenging but one must remember to have fun with the process. A day of media training could make a tremendous progress. It also gives you the opportunity to do mock-up interviews, receive feedback and implement the lessons learned. Magnolia Communications offers a seamless media training session that values your expertise. It also ensures everyone undertaking the session feels equipped to effectively handle any questions from media in any format.
Contact us for more information on our media training and Digital PR services.