Media training, also known as press training, is a training process for spokespersons of a specific organization to improve their ability to relate with journalists, whether in interviews, events or relationship meetings. Media training is an essential component in any press or public relations strategy planned by the agency for its clients, before any proactive actions are taken.
Media training can be administered in a full day or part of a day. Ideally, more complete trainings last three days. The script is basically a presentation of the team that will administer the training; a surprise interview of the spokesperson to an experienced journalist or to one working in some outlet, for an initial evaluation; lectures and dynamics with an experienced media advisor, who will explain the workings of the press and the ideal way to interact with journalists, as well as focusing on the company’s key messages that should always be mentioned; and, finally, a second interview simulation with the same press professional.
The agency prepares a video of the interviews, reviews the spokesperson in detail, and sends an analytical report to the executive, highlighting his/her strengths and analyzing what should be improved. It is noteworthy that the media training should be specific for each client, according to the number of spokespersons, the segment in which the company operates, and the immediate requirements.
There are more specific training sessions such as crisis media training, speaker training, or even social media training. Each of these simulate a situation. Crisis media training, as the name itself says, simulates a crisis situation in which executives are placed in a room and receive some information regarding an alleged problem, having to deal with it while at the same time meeting the press.
Speaker training is more geared toward preparing a spokesperson for public speaking or for improving his/her presentation to the press. It is usually administered along with media training as part of the training.
Social media training, which is quite innovative, is for preparing how employees should address social networks, as virtually every employee of a company is a spokesperson on social networks. This training is aimed at companies that want to better qualify their employees, in order to avoid problems on social networks.
Description: spokesperson training
Purpose: preparing executives for giving interviews
Results: improve spokesperson’s understanding of the press and improve press results
Target Clients: trade, industry and services