As we kick off 2017, it’s an opportune time to consider media training for your spokespersons.
Consider the following. Since last year, have your messages changed or evolved? Have spokespersons had an opportunity to practice delivering those messages in a clear and consistent manner? Do you have new subject matter experts or executives who need to brush up on their interview skills? Is your organization targeting different vertical press, with whom executives have limited experience or interaction?
If the answer to any of the above questions is an emphatic “yes!” you may be in the market for media training. Whether it’s your organization’s first or fifth media training session, media training provides executives with an opportunity to practice delivering key messages, address tough questions, and receive meaningful feedback and coaching from PR pros.
This week, we conducted media training for a new client and want to recap some of our top tips and tricks for acing your next briefing.
Before the briefing:
- Know your objective: Be clear with the reason you’re speaking to a reporter. Have key messages, data and examples to share before you hop on the phone with a journalist.
- Work to understand the journalist’s angle: Review the briefing document provided to you by your PR team. Understand the journalist’s previous coverage and the story for which you will be a source.
- Practice answering anticipated questions: a PR team worth their salt will provide you a list of anticipated questions. Practice, practice, practice. Infuse your answers with key messages, but do so in a way that feels natural and authentic to you.
- Prepare soundbites: Prepare a list of three-five speaking points and potential soundbites you’d like to see in print. Pithy one liners aren’t always improvised.
During the briefing:
- Strive for simplicity: Use plain language, and avoid jargon. Your role is to educate and engage the reporter.
- Listen for key opportunities: Share your knowledge on industry trends, or bridge to key messages. The goal of a briefing isn’t just to share “your” news or story. It’s also to establish yourself as a thought leader in your industry.
- Write down the journalists’ questions: Particularly if you’re prone to tangents, it’s critical to write down the questions (or have a colleague or PR manager assist with this). Return to the question at the end of your response to ensure you’ve addressed it.
- Ask questions: Clarify a reporter’s questions to assess his/her depth of knowledge. Ask what he/she is seeing in the industry to build rapport and keep the briefing conversational. Check in to ensure he/she understands you. This has the added benefit of showing you’re audience centered.
- Correct misunderstandings/inaccuracies: Anything shared during a briefing could end up in print, so it’s important to nip inaccuracies in the bud during the briefing.
- Communicate with intention: Share your passion! Get the reporter excited about the industry and your company by speaking with enthusiasm.
After the briefing:
Your PR team will likely handle the post mortem, from double checking facts and quotes to following up with the reporter to deliver images or additional information.
If you are owning the relationship with the reporter, however, make sure you deliver on any promised materials. For example, if you mentioned that you’d like to provide more information to better address a reporter’s questions, do so. Establish yourself as a reliable, helpful source – and you’re more likely to have a reporter’s ear in the future.
For more tips and tricks, check out our past posts: