Media Training: Four Steps for Success
Company spokespeople often ask, “Why should I care about the media? They have their job. I have mine.”
There are several reasons. Perhaps the most important is that even if you don’t care about the press, the press cares about you. As non-elected ombudsmen, the media enjoys public trust; they see themselves mandated to inform on any and all company and product issues and blow whistles on wrongdoers while good news often given cursory – if any – visibility.
The most critical element of success is the message upon which the communications platform is built, the way that message is delivered and by whom … along with a trusted advisor to support success for a one-off media event, building long-term media relationships or managing an issue, crisis or emergency.
At StrategCations, we have a four-step process for success.
Step 1: Identifying the key messages, stories and visuals that provide the core of all print and verbal communications.
Step 2: Identifying the most appropriate company spokespeople to ensure consistency of messages.
Step 3: On-site training that includes an in-depth look at today’s media to better understand who they are, what they do and why; on-camera mock interviews to identify; correct and fine-tune delivery of messages.
Step 4: Post-issue analysis to determine weaknesses and strengths to develop new processes and procedures where necessary.