What is media training and why is it important for your company?

(In the image we can see a group of journalists on the sidewalk with cameras filming and photographing in the same direction.)

Imagine an unexpected situation in your company, a crisis in which the focus of the press is centered on you. We know that silence will only validate everything that is being said about the company and about you. Taught by experts, media training works on security, the image and the message that you want to provide to the media which, in turn, amplifies what is broadcast in their role as opinion generators.

Media training uses different communication tactics to train people to face a crisis, or simply to properly communicate to the media the information you wish to share. The methodology can be carried out individually or in a group, so the person in question can see their quirks and tics when speaking virtually, as they would in front of cameras and microphones. Recordings, simulations and staging lead to an initial diagnosis about verbal language and body language in which communication flaws are detected.

The objective of media training is for the subject to be freed from fear or, over the course of an interview, to become immersed in a stressful situation, which can prevent them from communicating properly. In this way, the company gives confidence to its middle or senior management, turning them into another channel of communication between the company and its audiences, through the avenue of the press.

During the training process, it is necessary to prepare a message to accompany the communication that is issued. You not only have to know how to say it, but also what to say, preparing for possible crisis scenarios according to the activity of the company or the individual. It also helps to work on a media map, based on the activity of the trainee, making it clear who the most influential journalists are, and how the local or national media work.

(The image shows a person with a microphone in the middle of a crowd of people speaking to a fixed point, probably a camera.)

• Acquiring awareness of flaws that can be improved, and the ability to communicate to your advantage, are among the primary goals.
• Knowing how to respond effectively, enhancing your own image or that of the company during an interview.
• Understanding that the first seconds in which you are speaking are crucial, both for the perception of the image we are presenting, and to properly direct a response.
• Increasing security and awareness of the media.
• Becoming a reliable reference for journalists and media.
• Learning strategies to respond favourably in interviews.
• Knowing how to deal assertively with uncomfortable situations.
• Being clear about the messages that need to be taken into account, and how to develop appropriate messages for different situations.
• Exercising the role of spokesperson, expanding relationships with the media.
• Discarding prejudices or fears towards the press, instead considering questions from the media as opportunities to clarify situations.
• Knowing how to balance what we say with what our body reflects. One’s physical demeanour often reveals much more than one’s words.

(A lone microphone can be seen in the foreground with a blurred crowd of people in the background.)

The messages inherent to the communication of the company or the individual should be prepared as much as possible during the media training. These vary according to specific needs, situations, and the environment of the person receiving the training.

The messages should be:

• Tailored to the audience
• Specific for each issue that may arise
• Institutional, mentioning the company or the person, their trajectory, and their expertise.
• Verifiable with facts (i.e. do as well as say)

In addition to training a person in critical or everyday situations, media training fulfills a strategic function, by demonstrating to the media that the attitude of said person or company is proactive, that it is prepared to face situations head-on, and knows how to respond appropriately.