Irene Bakaric

Persuade Your Boss of the Value of Media Training

By: Irene Bakaric | October 25, 2017 | 
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media trainingI wish I had a dollar for every time someone told me they didn’t need media training…that they were good speakers, knew their stuff, and could easily do an interview with a reporter.

And then I wish I had another dollar for every time a PR professional told me their client, their boss, or their spokesperson could use help but refused to go for media training, and they didn’t know how to persuade them otherwise.

And yet another dollar for every time those same people later complained they had been burned by the media.

I could take all that money and go on a really nice vacation!

In my business, I have often heard the same complaints.

They misquoted me. Took it out of context. Got it all wrong. They were out to get me.

But, as a former journalist, I would argue reporters aren’t out to get anyone.

They’re just doing their jobs.

When Someone is Unhappy with Their Media Coverage, Who’s to Blame?

It is possible it’s often their fault for not having understood the process, the particular interview format, or how to convey their ideas effectively through the filter of the media.

Media training as we know it today has only been around for about 20 years.

Before that, few people thought to go for training before talking to journalists.

And initially, it was only the realm of top executives.

I got on board in the early days, so I’ve seen the evolution.

At first, there were stories in the newspapers about this new phenomenon and its value.

Now, even though media training is no longer new, many people are still not convinced of its value.

New Research Shows Demand for Media Training is Growing

SpendEdge describes itself as a ‘global procurement intelligence advisory firm.’  That’s quite a mouthful.

In essence, they do market research to help businesses make better buying decisions.

In a recent report, SpendEdge shared some insights regarding media training.

The increase in spending on media training due to the rise in availability of digital platforms such as social media networks, e-newspapers, and digital media applications is fueling the growth of the global media training market. One of the key challenges faced by purchasing managers is the difficulty in evaluating and measuring the effectiveness and ROI of media training workshops due to subjectivity and lack of quantifiable and reliable metrics.

So while it appears the media training market is growing, the challenge remains.

How do you persuade your client or your boss of the value of media training?

Knowing How to Talk to the Media is an Essential Skill

People may have the ability and talent it takes to run an organization, to make it to the C-suite or the corner office with a view, but that doesn’t necessarily mean they know how to make the most of media opportunities.

I’ve run across a few naturals over the years, but not many.

Most people could use a bit of polishing.

Interviews Are Still Interviews

The media has become an interactive hybrid of print, broadcast, web, and social that is constantly evolving with new technologies and emerging platforms.

But interviews are still interviews, and talking to journalists isn’t like talking to just anyone.

There are rules to learn and skills to master.

It isn’t only about being told what to wear for a TV interview.

Don’t get me wrong. Appearance and body language are important.

You want your look and your manner to support your position and not distract from your message.

But there’s so much more to media training.

You learn the importance of key messages and how to use them.

You also learn how to:

  • avoid potential traps and pitfalls
  • handle hypotheticals, speculation, and rumor
  • manage negative questions
  • re-focus and re-frame challenging questions
  • retain control of an interview
  • make the most of the media opportunity

Beyond that, you learn how the media works and, more importantly, how journalists and bloggers think.

Traditional Rules Still Apply

And keep in mind, the traditional rules of media training apply and are just as important and relevant in a world dominated by social media.

Clients tell me the training helps them more often than not when doing media interviews.

The skills they acquire also allow them to succeed in other situations, whether they’re dealing with questions from a crowd at a town hall or giving a presentation to their board of directors.

This is why the reluctance to embrace media training puzzles me.

Why wouldn’t you want to increase your transferable skill set?

Or improve your performance and build your confidence?

Media Training is an Investment Paying Dividends

Media training is time well-invested.

Perhaps the most persuasive argument is tying the investment back to measurable business goals and the bottom line.

Remind your client or boss that media training is a business investment which can help boost an organization’s profile and protect its bottom-line.

After all, every time someone speaks to the media, they are taking a risk.

Their reputation and that of their organization are at stake.

I often see clients who come to me because they’ve had a reputation-damaging encounter with the media.

Why wait until you are embarrassed or your brand is tarnished when you could have prepared in advance?

Choose Your Media Training Firm Carefully

I believe in working with trainers who have a strong journalism background.

After all, they have an insider perspective.

And the best sessions are not only those personalized to an organization’s issues but also to the skill level and needs of each participant.

The theory is important, and I have clients who insist I give a presentation talking about the rules and the dos and don’ts.

But, I’ve found over the years that practice is king.

This is why it’s best, if possible, to limit the number of participants in a session.

That way they get more practice time, which I believe equals more value.

Practice is the Most Important Part of Media Training

The SpendEdge research report supports the idea of practice being the most important aspect of media training.

Practical interviews are considered the best form of learning. The maximum value is derived when spokespersons are themselves interviewed, recorded, and provided with feedback. They are in the best position to respond when faced with a crisis.

The report offers these tips for choosing the right media training firm.

Identify media training firms which understand not only relevant trends and drivers in the media but also business requirements. A key strategy to deal with this challenge is to evaluate media training firms based on their knowledge, experience, and a network of media professionals.

In this digital age of 24-hour news cycles and social media, it is critical to know how to cut through the noise, how to speak to target audiences on a variety of media platforms, and how to convey key messages effectively.

This is true whether the news is good or bad, whether you’re making a positive announcement, or dealing with a crisis.

The media spotlight can be harsh, so it is wise to prepare.

About Irene Bakaric


Irene Bakaric is the principal of MediaPrep, a strategic media relations consultancy based in Toronto specializing in media training and crisis communications. Irene is a former national broadcast journalist who is fluent in English, French, Spanish, and Croatian. She serves as VP of Programs for IABC/Toronto and always has her suitcase packed and ready for the next travel adventure.

  • Debbie Johnson

    I am a former journalist, so you don’t need to convince me of the value of media training. I think everyone should participate in media training. Those who have should also schedule time for a refresher course. Even with my experience, I still participate in interview practice and seek feedback from other professionals on my performance.

    I’ve found in my career that those who refuse to make time for media training tend to blame the reporter when the interview does not go well. The reporter is biased or not smart or wasn’t prepared. And while sometimes those things are true, it still doesn’t excuse the lack of preparation on the part of the person being interviewed.

    You wouldn’t run a marathon without training (at least I hope you wouldn’t because I’ve done that as well and it’s hard), so why would you agree to talk to a reporter without any training or practice?

    • Irene Bakaric

      Agreed Debbie. It’s surprising the number of people who think they can “wing it” when it comes to media interviews. They don’t appreciate that there are rules to learn and skills to master. I like your analogy about training for a marathon. It’s all about being prepared.

    • I’m with you Debbie. PR pros should also participate in media trainings. Even if you can’t convince your boss to take a formal media training, you could train him/her.

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