Media Training Matters!
McNeely Brockman Public Relations
Let us help you tell your story.
“Media Training.” For some, these are the two most-dreaded words they hear from a PR team. It’s right up there with “dentist appointment” and “laundry.”
On the flip side, there are clients who believe they have this media thing aced, freelance their own media relations, then call the PR cavalry when the story goes off the rails. They learned the hard way that you don’t know what you don’t know.
There can be exceptions, but media training is nearly always a benefit to anyone who is a spokesperson or leader for their organization. It’s our job as PR pros to prepare them for successful media encounters that can net tangible ROI and help them develop the confidence they need to tell their story.
As a veteran of TV news reporting and anchoring, and serving as press secretary to a governor, I’ve been on both sides of the media equation and present a 360-degree, real-world immersion for clients. I’m also mindful to create a comfortable environment to assuage any jitters or apprehension the client may have and lay the groundwork for an engaging discussion.
For those who have worked with reporters, I find it helpful to first talk about what they think went well or went south in these interviews, and we discuss their impression of the stories that resulted. We walk through a presentation sprinkled with a few war stories from the media trenches and some memorable video clips illustrating the “what not to-dos.”
Conducting mock interviews should be a standard component of media training. We pose hardball and softball questions and demonstrate the various interview styles reporters may utilize, including the classic “gotcha” interview. Our team makes sure to record the interviews – a cell phone on a tripod does the trick – then playback and work with attendees to refine answers. There are usually a few “a-ha!” moments here as participants assess their appearance and rate their ability to land their message. A closing discussion covers areas they can finesse easily, such as appropriate apparel, especially for on-camera interviews
The benefits of media training for the client include:
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And while knowing how to dress and what to expect is empowering, for me, the mark of successful media training is the new accessory participants leave with – the confidence that comes with knowledge, insight and preparation. It’s a winning look for them and their organization.
Lydia Lenker is a senior advisor for Nashville-based McNeely Brockman Public Relations. She brings years of experience to her role for the firm, including journalist, news anchor and press secretary.