March 3, 2025
Few things in life are as anxiety-inducing as public speaking. Add a news camera to the mix, and that anxiety is amplified—even for the most seasoned company spokesperson or executive.
Equipping your spokespersons and thought leaders with the skills and confidence to communicate with the media effectively can be transformative for your business. With proper training, your executives will conduct interviews with ease, maintain composure during even the most hectic press conferences and skillfully articulate how your organization’s mission, vision and values are reflected in its latest announcements. The best way to develop a well-rounded, poised spokesperson is through proactive media relations training.
Businesses that invest in media training understand how to make their latest developments newsworthy. They’re able to capitalize on trends and current events, craft stronger pitches and gain valuable media coverage that drives business growth.
The strategies and tactics your executives, spokespersons and thought leaders learn in media training can also be implemented in future interactions with investors, donors, employees and more.
Media training isn’t just for C-suite executives anymore. Below are five ways media training can benefit your organization as a whole.
1. Determining newsworthiness
When crafting a pitch, it’s important that your idea stands out. Equally important is tying your company’s message into matters that are timely and relevant. Identifying trending topics and seamlessly connecting your messages to these newsworthy topics will increase your chances of having your pitch picked up and securing subsequent interviews.
2. Staying on task
Establishing key talking points prior to an interview is of the utmost importance. But what do you do when the reporter’s questions begin to stray? Using tips and tricks to bring the reporter back to the purpose of your interview will ensure that your thought leaders stay on track with their key talking points for the duration of the interview.
3. Knowing the do’s and don’ts
Even the most seasoned spokespersons can use a refresher. Revisiting the basic do’s and don’ts when interacting with the media—especially if you haven’t had media training since the onset of virtual interviews – is always a good idea. Virtual interviews expand opportunities for coverage, but they present new challenges for thought leaders. Does your company know the ins and outs of a successful Zoom interview?
4. Responding to questions you aren’t prepared to answer
One of the main questions we’re asked is how to respond to a question when you may not know the answer. No one wants to get caught off guard. Learning techniques like the bridge technique will enable spokespersons to redirect the reporter and steer the conversation back to comfortable territory.
5. Practicing with one-on-one interviews and critiques
It can be challenging to critique your colleagues. One-on-one mock interviews with a professional media relations specialist can take that responsibility off your plate. By simulating an actual on-air experience, your thought leaders will learn their strengths and learn areas in need of improvement in order to enhance their skills as a voice for the company.
Interested in taking your media skills to the next level? Let’s get in touch to see how media training can help your organization. Email me at kluecke@dix-eaton.com or call 216.241.4623.
