Media Training: Messaging a key PR benefit for senior management

published 2005

If you’re contemplating some media training for your company spokespeople, then you should keep in mind that such a course is the opportunity to do a lot more than developing interview techniques.

This is because the basis on which the training is conducted is corporate messaging. You can’t talk to the media until you know what you’re talking about! There are many stories from media training where CEOs have been asked; “Tell me sir, what exactly does your company do?” and have responded with lengthy, convoluted explanations that never really ‘nail’ what it is they do.

Many CEOs have difficulty succinctly answering this question because the only places they have seen what their company does has been in brochures and on their web site, which most likely means that the literary style was marketing hype. 

In media training you soon learn that the media is not there to publish your marketing messages. It’s there to publish facts, opinions and issues of importance to its readers, listeners and viewers.

Therefore ‘messaging’ for media training can often take anywhere up to half a day. But it’s worth it, as once you have your messaging in place you can start to learn how to use it in media interviews.

Here are two hypothetical examples of bad and good corporate messaging:

• XYZ Services is a leading provider of integrated solutions to enterprises, enabling them to offer their customers enhanced experiences at all points of contact.
  • XYZ Services helps companies better respond to customer enquiries via automated phone, email and web software.

• BCD is a solutions oriented company leading the world in the design and implementation of state-of-the-art customer-facing transactional modules. Our reputation is based on over a decade of delivering solutions that are as robust as they are functional.
  • For over a decade, BCD has provided banks, credit unions and other financial institutions with ATMs designed for ease of use and ease of maintenance.

This however is only the start of messaging required for effective media training. Once you have what you do defined; you then need to consider how you describe your products, your people, your partnerships and your customers.  And you have to do this always keeping in mind who you are speaking to.

It’s often hard convincing a busy CEO on the value derived from media training, but you’ll find getting the CEO to commit will be a lot easier if you stress the benefits of message development.

A final word on media training - choose your trainer carefully. Always look for a trainer who not only has strong experience with relevant media (many are ex-journalists) but also one who is strong on working with you on message development.