by Edward J. Barks

When executives say that they have been media trained, what they often mean is that they have participated in a single training session.

An individual is no more media trained after a lone workshop than he or she is qualified to be a heart surgeon after watching an episode of "ER."

Any PR pro who supports the notion that the boss or client has been media trained simply because he or she spent an afternoon in front of a camera is guilty of PR malpractice.

Sure, media training is one important step in developing solid communications skills, but the knowledge needed to become a good media source or an accomplished public speaker involves a commitment to lifelong learning.

Don't view the learning process like a teenager views being forced to clean his or her room. A vital component of lifelong learning involves putting the spotlight on what you are good at and what you enjoy, for that is where improvement will come most readily.

When establishing a lifelong learning plan for media training, consider the following points:

• Which skills do you want to sharpen?
• What formats do your leaders enjoy most and at which do they exhibit the greatest success - presentations to small groups? Live TV interviews? Testimony before lawmakers?
• Would weekly or monthly coaching sessions be most effective?
• Which type of extended learning works best - videotape review? Audio CDs? Short articles? Books?
• Is your goal to go beyond the occasional quote in the trade press and aim for a major daily newspaper?
• How can you prepare your team to graduate from speaking before small internal audiences to larger external groups?

Ed Barks is a trainer, author, and speaker who teaches today's leaders how to deliver dynamic, message-packed presentations.

He can be reached at (540) 955-0600 or by e-mail.

© Barks Communications 2004