by Ed Barks

Nothing compares to the face-to-face approach to learning. While experience has made me a firm believer that this "laying on of hands" represents the best media training option, there are certain situations in which telephone-based training solutions can advance your cause.

A telephone session is a perfect fit when time is tight. If you have scheduled a high stakes media interview in the next 24 hours, you may not have allowed sufficient time for a complete media training workshop. In that instance, a telephone coaching session presents a flexible alternative.

Here's another example: Your spokesperson has plenty of experience and media savvy, but she needs a refresher course for an upcoming interview crucial to the success of your media campaign. Again, a highly individualized telephone consultation offers an effective solution.

A telephone session answers the bell when you have an interview with a key reporter at hand. We help you square your messages so that they resonate with the journalist. Plus, we set aside plenty of time for a practice interview or two.

There are other situations in which telephone learning proves valuable. For instance, you may want to test how your story will play out in the press. Many organizations think that their messages are solid and that their spokespeople have committed to delivering them at every turn. But will a reporter think so? Some telephone-based products provide the true test.

Here's the solution we've developed. Our trainers - all former reporters - conduct a telephone interview with an organization's spokesperson, just like a real reporter would. Since our trainers are all ex-journalists, they know the techniques and tricks reporters use when they fire questions at their subjects.

We use our reporter's background to write a news article based on the interview, then e-mail or fax it to our trainee within 90 minutes. The real value comes when we debrief their performance. We present a no-holds-barred assessment that contains valuable strategies for immediate improvement.

This approach works for the experienced news source seeking to sharpen her skills in order to prepare for an important interview. It also demonstrates to those who are new to dealing with reporters how they can successfully navigate the sometimes rocky journalistic shoals. New team members who need a better understanding of how to deliver your organization's messages also benefit.

I remain convinced that the in person approach makes for the most effective learning environment. But if you need a rapid response training solution, a telephone coaching session can help fulfill your needs.

© Edward J. Barks 2009

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Ed Barks works with corporate and association executives who deal with reporters and members of Congress, and with public affairs experts who want a seat at the decision-making table. He is also the author of The Truth About Public Speaking: The Three Keys to Great Presentations and President of Barks Communications. Learn more at www.barkscomm.com. Contact Ed at (540) 955-0600 or via e-mail.

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