Media Training: Enhancing the leader’s communication skills for business growth

Are You Ready for a Media Interview?

Have you prepared yourself for a media interview? The answer was a resounding “of course!” Let’s engage in an exercise, I suggested. The outcomes proved that even the most confident spokesperson, lacking the tools to face the media, could jeopardize their brand.

These scenarios can be easily avoided with media training, a program providing directors, high-ranking officials, or organizational leaders with techniques and skills to effectively communicate their messages, maintain control during a journalistic interview, and address criticisms or difficult questions appropriately.

Undoubtedly, even the most experienced spokesperson, with extensive knowledge of their business, requires a media training session, including ongoing practical exercises and simulated scenarios to enhance their communication skills.

A vivid example is the case of former Mexican President Vicente Fox, who struggled in a critical television interview on Telemundo’s “En Contexto” in October 2007. Despite earlier claims that neither he nor his family owned properties, Fox faced questions suggesting otherwise. Caught off guard, he failed to provide a clear response and resorted to becoming angry, insulting the interviewer, and storming out of the studio.

A journalistic interview can either be a great opportunity or lead to a crisis if the spokesperson is not adequately prepared, lacking knowledge about the media outlet, the interviewer, their journalistic tendencies, or other vital aspects before the encounter.

Our experience in numerous media training sessions has taught us that there’s always room for improvement to communicate more effectively. Whether it’s a spokesperson overflowing with knowledge or one turning a communication crisis into an opportunity to enhance the company’s image, being trained is essential. Additionally, having updated information, market figures, or proprietary data, along with a handy list of useful tips, is invaluable in facing the media.

Following a media training experience, the spokesperson’s perspective on an interview tends to change. Moreover, they can appreciate their growth with the guidance of their communication specialist, both before and after the exercise.

As a preparatory measure before an interview, the public relations officer should compile a document or memo containing details about the journalist, the media outlet, their profiles, key messages, market figures, company data, and challenging questions. This document should also include some tips for conducting a successful press encounter, such as those provided below:

• • Speak clearly, using understandable and simple language. Remember, you’re addressing a mass audience, so clarity is paramount. Avoid technical jargon and complicated words.
  • Familiarize yourself with the media outlet and the journalist. Request information from your public relations agency about both, including a list of topics they’ve covered in recent months or any links to your company’s activities.
  • Always tell the truth. Speaking truthfully is your best weapon for a successful interview. It builds a good reputation and positions you as a thought leader in the field.
  • Stay calm when faced with an uncomfortable question. Don’t rush to respond; instead, analyse the question and provide a concise and decisive answer that serves as a bridge to highlight an achievement and reverse the situation.
  • Never offer “off the record” statements. In the case of Vicente Fox, despite ending the interview, the cameraman continued filming until the interviewee left the channel, capturing all the comments and grievances that emphasised his critical image during that encounter.

Remember that media training can make the difference between a spokesperson with clear and defined messages and a leader who misses valuable opportunities that their competitors are already benefiting from.

Feel free to contact us if you’re interested in hiring media training.

Characteristics of media training for spokespersons in Peru

Importance of Media Training

1. 1. 1. Prevents risks to the brand’s reputation.
      2. Develops effective communication skills.
      3. Anticipates problematic situations.

Content of the Training

1. 1. 1. Techniques and skills for effective communication.
      2. Handling journalistic interviews and difficult questions.
      3. Practical exercises and simulated scenarios.

Importance of Preparation

1. 1. 1. Knowledge of the media and the journalist.
      2. Honesty and ability to respond to uncomfortable questions.
      3. Avoiding “off the record” statements.

Benefits of the Training

1. 1. 1. Improvement in communication effectiveness.
      2. Personal and professional growth of the spokesperson.

Preparation before the Interview

1. 1. 1. Having prior information provided by the public relations officer.
      2. Receiving advice for a successful interview.