Best Media Training Tips for Business Owners

In late 2003, presidential candidate Howard Dean was a front-runner for the Democratic nomination, enjoying grassroots popularity and left-wing back for his opposition to the Iraq war. And then, in a campaign talk, the former Vermont governor let out a high-pitched scream. The “Dean scream” aired 633 times over the next four days, and the Dean campaign collapsed shortly after. Analysts are hesitant to claim causation, but it’s never a excellent thing when your media blunder has its own Wikipedia page.

Media coverage can make and ruin politicians, and it can do the same for businesses. Thankfully, you can use media training to maximize the positive effects of press attention and reduce the likelihood of negative coverage—and a little specialist advice can assist you do it correct. Read on for nine tried-and-factual tips from Sophia Aitmoussa, director of community relations at LaRue PR.

What is media training?

Media training is the procedure of coaching community-facing figures on the best practices in communicating with members of the press. It can assist business owners and executives polish their messaging, appearance, tone, and non-verbal communication techniques. Media training is standard habit before delivering prepared statements, participating in print or broadcast media interviews, and speaking at press conferences.

Why is media training significant in business?

Media training helps you promote positive media coverage, which can enhance brand credibility, brand awareness, and sales. It can also empower you to avert community relations crises: When you recognize how to effectively engage with the press, you minimize the chances that a communication error will damage the reputation of both you and your business. If you’re already facing a community relations crisis, media training can assist you regain control of the media narratives around your corporation.

“Media training is always a excellent concept,” says Sophia. “It allows the person being interviewed to be prepared and polished without sounding too rehearsed.” She adds that media training can assist communication novices construct confidence and avoid the pitfalls of saying too little or too much.

9 tips for successful media training

1. Research the outlet and reporter
2. Distill your communication
3. Request questions in advance
4. habit on camera
5. Dress to impress
6. Conduct mock interviews
7. remain on communication
8. Read your spectators
9. Bring in specialist advice

Talking to the press can be nerve-wracking, but great media training can assist you feel (and appear) confident, all while cultivating positive conversations about your brand in the community sphere. receive a look at these nine practical tips to assist you schedule for your next media engagement:

1. Research the outlet and reporter

For Sophia, the first step in interview preparation should be researching the journalist you’ll be speaking with and the publication or channel they work for. She suggests looking into the writer or producer and the general tenor of the content they make. You can use the reporter’s previously published content to forecast questions and narrative angles, allowing you to formulate responses ahead of period.

“Media training is really about preparedness, so it means taking a look at the brand, founder, and narrative from all angles,” Sophia says. “Often this can proactively turn up any potential PR issues or hurdles and allow for way advancement.”

Knowing a publication’s spectators and political or ideological slant can also assist you prepare your messaging. The CEO of a wool goods brand anchored in ethical treatment of animals, for example, might review a reporter and their publisher’s previous coverage of the wool industry and animal welfare to anticipate potential criticisms.

2. Distill your communication

Before a media interview or speaking engagement, determine the communication you desire to communicate about your corporation and develop four to five key communication points that back or substantiate that communication.

“For a newbie that is talking to the press for the first period, this is a chance to establish obvious messaging and identify the most salient or significant talking points,” Sophia says.

Let’s declare, for example, you run an ecommerce clothing corporation, and your main communication is, “Our corporation is committed to environmental and social excellent.” Your talking points might include your corporation’s throng provide-back programs, the sustainably and ethically sourced fabrics you use in your clothes, and the living wages you pay your manufacturing workers.

Write your talking points down, and make sure to keep them short. A program-related talking point might read, “Our partnerships programs contributed more than $50,000 to local nonprofits across the country last year,” for example. Brief talking points are easier to memorize and assist you focus your interviewer on the most significant information. Be prepared to provide more specific if needed, but don’t navigator with too much information.

3. Request questions in advance

“Request questions ahead of period,” Sophia says. “Sometimes media won’t desire to distribute in advance, but it doesn’t hurt to inquire.” If the outlet does distribute questions, use your talking points to outline responses. The reporter might mix things up during the interview, but focusing on the points you desire to communicate can assist you deal with any surprises.

4. habit on camera

If you’re preparing for on-camera interviews, habit by recording yourself speaking. Review the footage, paying attention to not only your words but your body language and facial expressions. In general, you desire to maintain excellent posture, make eye contact with the interviewer, and smile or nod when listening. If a television crew is coming to your workspace, choose a professional, uncluttered background, and test several options on film.

recall that your objective is to convey a confident, authentic presence. Use recordings to spot issues ahead of period, like a tendency to frown when listening or a distracting blouse pattern. But don’t pick apart every specific of your act: The easiest way to seem authentic is to be authentic.

5. Dress to impress

Choose comfortable clothing that allows you to sit, stand, and walk with ease, and make sure your attire matches the tone of the occasion and reflects your brand personality. Avoid busy patterns, wobbly heels, and skirts or dresses with a tendency to ride up.

6. Conduct mock interviews

Delivering prepared talking points in the mirror isn’t quite the same as responding to a human interviewer. inquire a co-worker or partner to navigator a mock interview, and treat habit like the real deal. Have your interviewer shock you with a few challenging questions, and if you stumble or misspeak, habit staying tranquil and getting back on track.

7. remain on communication

Don’t let an interviewer drag you off topic. Your objective is to stick to your key points. recall that any question is an chance to communicate your key messaging. When you’re faced with a question you don’t expect, focus on what you desire to communicate. Before the interview, you can habit segueing into your talking points from various topics.

8. Read your spectators

Pay attention to your interviewer’s body language. If you sense confusion, pause and restate your point using different words. You can also inquire your listener, “What are your questions correct now?” and receive the chance to explain or add context to previous points.

9. Bring in specialist advice

“If there is any potential for negative coverage or crisis PR, consider hiring an specialist to assist,” says Sophia. Media relations professionals have knowledge of the media landscape and expertise in navigating tough information cycles. They can recommend response strategies tailored to your specific circumstance and can assist you secure and prepare for additional interviews as needed.