MEDIA TRAINING

Media Training: how a CEO should prepare before speaking to the media

Knowing how to talk to the media is essential to control the message during a crisis. This is how executives should do them.
The ability to talk to reporters, answer their questions, and stay on message is an essential skill, especially during a crisis. Failing to do so can make any situation worse and damage the image, reputation and credibility of leaders who speak to the media and their organizations.


effective messages


Ed Barks, communications consultant and author of Reporters Don't Hate You, explains that "messages need to be clear, concise, and easy for spokespersons to get across. The CDC is not having an enviable time given the pandemic conditions in constantly evolving and complex scientific problems. That makes it all the more vital to hone the message consistently, and to do so with the everyday person on the street in mind."

Benefits and advantages of media training



Friedman notes that "good media training teaches you how toreduce the risk of being misquoted, anticipate questions and learn to combine key messagesin conversations instead of waiting for the interviewer to ask [the] 'right' question. It also helps to put complicated information into simple terms. Facing difficult questions can be daunting for anyone. Practicing mock interviews in advance will help you stick with your message, gain comfort, confidence, and through virtual or in-person video playback, see how you relate to others."



What to look for in a media coach

Know how to ask questions."Those who have worked as journalists understand what questions will be asked and how the answers can be used in a story. Often when preparing for media training, companies send us a list of questions they want to be asked, but these aren't always the questions a reporter will actually ask," says Friedman.


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