For Immediate Release
Thursday, January 8, 2009

Contact:
Ed Barks
(540) 955-0600
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Barks Advises PR Experts on Persuading the Boss,
Running Smoother Media Trainings in New Book

Communicators seeking to convince their bosses and clients on the value of media training and those in need of an effective training experience now have a new set of arguments thanks to two commentaries by Ed Barks. Both appear in the just published PR News Media Training Guidebook Vol. 2.

As Barks points out in his first article, “How to Tell the Boss He Needs Media Training,” “you, as the resident PR expert, are responsible for driving his improvement,” adding, “Rest assured, there are methods for fostering that change that don’t result in the chief shouting, ‘Off with your head!’”

Barks believes that too many public relations practitioners are hesitant to confront those they advise for fear of losing their jobs or clients. “How can you overcome your own reluctance? Call in the cavalry. It is important to keep in mind that you do have allies in this struggle,” he writes. Among those potential allies: Other trusted executives within your organization, fellow CEOs, and “(m)edia training consultants who understand that they must sometimes be the bearers of bad news.”

Barks’ second article is titled “The Value of a Videographer: A Smoother Media Training Ride.” He criticizes organizations and trainers who try to shoot their own video or entrust it to inexperienced hands during a workshop. He labels it a “penny-pinching approach [that] is a certain route to confusion and wasted time during the training. Of greatest importance, it results in a second-rate learning experience for participants.”

He lists embarrassments such as wasted time, an inability to troubleshoot, and poor audio and video quality when amateurs try to run sophisticated equipment.

“I simply don’t believe trainers who claim they are able to operate the video gear and pay attention to these crucial [trainee] indicators at the same time,” he writes. “You pay good money when you commit to working with a media training consultant to teach your clients and executives. Don’t they deserve an unwavering focus on their education? Try to pinch pennies with anything less than a professional videographer and the cost effectiveness of your workshop will swirl down the drain.”

His contribution also includes the sidebar, “How Can You Find a Videographer?” offering hints to help locate an accomplished professional.

PR News Media Training Guidebook Vol. 2 is available online from PR News at www.prnewsonline.com/store/18.html.

Barks also shared his expertise in the 2006/2007 first edition of the PR News Media Training Guidebook with the article “Fostering Lifelong Learning: Are You Guilty of Media Training Malpractice?”

Ed Barks works with corporate and association executives who need a magnetic message and sharp communications skills, and with public affairs and public relations experts who counsel their bosses and clients. The former radio broadcaster is the author of The Truth About Public Speaking: The Three Keys to Great Presentations. As President of Barks Communications since 1997, he has taught more than 3000 business leaders, association executives, government officials, athletes, entertainers, non-profit executives, and public relations staff how to succeed when they deal with the media, deliver presentations, and testify before government officials.