< Back to articles

Articles >

Media Training: Ensuring your Message Gets Through

Sophia Koukoulas

Public speaking is loved by few and feared by most. But the good news is it’s a skill that can be developed.

Public speaking: it’s something loved by few and feared by most.

In the fast-moving world we live in, Twitter leads are the Usain Bolt of the media cycle – once a story starts running, it’s almost guaranteed to be in full force until the end of the race. This is great news for an organization if its their message being spread as desired. But if the wrong message gets out, it could spell serious trouble.

An integrated communications campaign is more like a relay – the path forward, with all its ups and downs, is thoughtfully crafted, and each leg plays an integral part of the full race. Where Twitter is the first leg, sprinting into the lead, public speaking is the anchor, taking the baton and bringing the message home.

Regardless of where you are in the relay, when you want your message heard, it must be done by a skilled communicator. And no matter how much of an expert you are in your subject matter, being adept at public-facing communication takes work.

The good news: Public speaking is a skill that can be developed

A knack for public speaking is a gift few have inherently. That’s why the best in the business spend the time and resources to develop years of experience, often done using a secret arsenal of skills known as effective media training.

Speaking on behalf of an organization requires breaking free of the discomfort of being on camera and in the public eye. To effectively build the brand of the organization, engage with the public, and gain the support of the media; confidence is the key to success.

Ensuring your message is heard

Effective media and executive coaching transitions expertise into effective stakeholder and media communications. You are the expert on your organization and likely the industry in which you work – translating that knowledge base into public messaging is a whole different ball game.

Through media training, regardless of the questions asked, the spokesperson can:

  • answer the question with confidence
  • effectively connect the answer to the core message of the organization
  • tailor responses to specific audiences using key messages


Unraveling the mystery of media

Beyond the tools needed to be an effective spokesperson, it’s important to understand what drives the motivations and needs of the media. The goals of media and business are similar: like many brands, journalists and media outlets are looking to attract a larger audience and advance the esteem of their personal or professional brand.

Effective media training can help:

  • pique the interest of journalists
  • identify and navigate leading questions or assumptions
  • incorporate your message at the right time


The time is now

Developing an effective communications campaign is a meticulous process. But what happens when you don’t control the timeline of communication? This is why an integral part of any day-to-day communications plan should be regular and repeated media training for anyone who might act as spokesperson.

Isn’t it much more effective to see a face or hear a voice deliver a message rather than read an impersonal statement? Media training prepares your spokesperson to be confident in message delivery, to remain calm in a hostile media environment, and to ensure the right message is heard by the intended audience.


Global Insights

More Insights