Keeping People Out of Trouble in the Newspapers

by Edward J. Barks

"What is media training?"

After years of serving as a trainer, I am still surprised by the number of times I hear that question, often from those within the PR community. In fact, I have now given up telling people I specialize in communications training. Instead, I let them know it's my job to keep people out of trouble in the newspapers.

That is a good working definition, for media training is at its peak effectiveness before misfortune arrives. Training is mandatory when crisis strikes. But I'll take preventive medicine over a painful and expensive cure any day. Media training prepares you to win when you deal with reporters.

There are two common elements to each session. The first spotlights message development. It is important that clients develop a clear message. The second element is experiential. You practice in the security of your training environment situations you will encounter in the real world. For example, if you will be facing TV interviews, you'll go before the camera.

No two training sessions are exactly alike, so over the years, I have formulated dozens of exercises and dialogues, for what is appropriate for one client may not suit the next.

Another logical question: who benefits from media training? First, there is your management team - your face before the public. If you train management, they will be able to sharpen to a fine point the messages they need to deliver to consumers, industry analysts, opinion leaders, investors, and others; understand the discipline necessary to deliver those messages consistently over time; receive a dose of confidence that allows them to perform in any public setting; and gain insights into the media that give them a better understanding of the rules of the road.

Your organization benefits from media training in the following ways: it aligns your messages so that all your spokespeople are reading from the same page; positions your organization as a leader in your industry or issue area; and paints a consistent picture of your distinct brand.

There is one other series of benefits that is critical - the benefits earned by the PR professional who hires an outside media trainer. It solidifies your value and expertise in the eyes of senior management, lends a fresh set of eyes and ears to assess what needs fine tuning and delivers frank advice you cannot politically deliver to your CEO (assuming you want a job to come back to the next morning).

Keeping people out of trouble in the newspapers - I think I'll hang on to that line. It truly is the essence of media training.

Edward J. Barks, President of Barks Communications, is an expert in media, presentation skills, and testimony training. The firm also operates Barkscomm.com, the Internet's Communications Training Resource, at http://www.barkscomm.com/.

Ed invites you to subscribe to his free e-zine, Personal Trainer, at http://www.barkscomm.com/. He can be reached at (540) 955-0600 or by e-mail.

© Barks Communications 2002