It’s important to remember that media training isn’t a one-and-done proposition. Becoming a strong spokesperson takes consistent practice and a concentrated effort. Just as an athlete must spend many hours in the gym or on the training field, a spokesperson must also continually train to achieve peak performance.
Here are four reasons you or your business spokesperson may need a media training refresher:
It has been some time since they’ve been in the media
What may have seemed effortless can become a little rusty if it’s been a while since a spokesperson has flexed their interview muscles. A refresher course will help iron out any issues, reduce nerves, and reinforce the essentials of engaging with media and communicating effectively. A refresher will help steer media interviews in the right direction and boost confidence. And, if an unexpected crisis emerges, you or your spokesperson will be ready to address it confidently.
Your business’ key messages have changed
When business objectives change, so do key messages. It is crucial to know how to weave new messaging into the narrative of your business story. And, because key messages can be complex, it’s essential to practice delivering them in a natural and contextual way.
The media has evolved and new formats are the standard
Different types of media require a different approach from spokespeople. There is a huge chasm between the skills needed for one-on-one interviews destined for written content versus those needed to excel on a panel show, video, or podcast. Knowing how to manage these formats can help provide a sense of authority and help you or your spokesperson fit naturally in the segment.
The news cycle requires experts to be ready
Online news and social media means the news cycle is now faster than ever. This makes it important to be ready within minutes to fulfil an opportunity and do so with up-to-date knowledge of what’s breaking and what needs to be said. Stories are constantly developing, so remaining relevant depends on your spokesperson’s ability to respond quickly and with compelling content which is delivered strongly.