Media training and why you need it

Media training and why you need it

The media can be a very effective communication tool for companies who want to highlight their good work, shape public opinion and get their message through to politicians and policy makers. But if interaction with the media isn’t handled well, things can go south pretty quickly (and publicly).

Media training is a really good way of getting an understanding of how the media works, what they’re looking for in a story, how it should be presented and how interactions with the media should be handled in order to maximise positive publicity and minimise the negative.

The value in media training is that it encourages participants to be strategic in their dealings with media. Rather than just throwing a dart at a dartboard and hoping it hits something, in media training, we encourage people to think strategically and ask themselves some questions about why and how they plan to engage with media. For a start, companies need to be clear on their objectives; what exactly are they hoping to get out of interacting with media? How are they planning to carry it out and what have they got to offer? Who is actually going to be responsible for the story? And at the end, how are they going to measure results?

We also encourage participants to develop a media protocol. It’s important to understand within an organisation what the chain of command is in dealing with the media, and how engagement with media is carried out. Without a protocol in place, things can go horribly wrong, and companies can find themselves in need of some crisis PR pretty quickly.

Media training also gives participants practical tips, advice and feedback on interviewing techniques. We give them tips on how to handle themselves before, during and after an interview, and we run through the differences in interviewing for different mediums including radio news, radio talkback, TV news and TV current affairs. We also talk people through some of the tricks journalists use, and how to deal with them.

Every media training is tailored to the client, but perhaps the most valuable part is putting people through their paces in front of a camera and a radio microphone. It gives people the chance to practice all the techniques we’ve talked about and then get immediate feedback on what they did well, and where they struggled. We provide copies of these so people can watch themselves later, and we encourage them to do so, no matter how uncomfortable it is!

Campaign Capital runs one on one and small group media trainings. For more information please contact Campaign Capital.

CGM Communications influences and inspires action through connection and the sharing of stories. We support strategic communication with the community, government and media.