The B2B media landscape offers a diverse range of opportunities for brands that can secure media briefings. Whether these are for print, video or podcast, spokespeople must be prepared to make the most of these sessions. Media training tailored to the needs of an individual or group of executives, can ensure that your brand makes the most of these opportunities.
What is media training?
Media training can be delivered in person or virtually for either a group of executives or as a one-to-one session.
The session will be tailored to the bespoke needs of the executives and brand, but should cover key elements such as:
- Interview preparation and incorporating key messages
- Confidence in front of the camera/microphone
- Understanding the media landscape to build stronger relationships
- Tackling tough questions and shaping the narrative
- Crisis Communications
Why should you consider media training?
Some spokespeople are very comfortable speaking publicly on any number of topics. Others will be more cautious and only accept briefings on their personal areas of expertise. Brands must ensure that they are able to take up valuable media opportunities and use them to convey key messages that strengthen the brand.
Executives should be comfortable to speak about industry trends which position them, and by extension their brand, as experts in the field. Fostering strong relationships with the media by understanding the landscape and what journalists want, is increasingly valuable.
Media training gives spokespeople of all levels the confidence to seize opportunities and the tools to maximise their value for the brand.
When should you book in media training?
It is typically better to have spokespeople sufficiently trained before opportunities arise, so that time can be taken to craft training that addresses all their needs and concerns.
A typical time to consider booking media training is when a spokesperson is new to the business or the role, significant changes have occurred in the business (such as an M&A) or when preparing for potential crisis communications.
How does media training happen?
Media training sessions should be tailored to meet the needs of individual spokespeople. Some may be experienced speakers but require a refresh, others may require more time as they are new to media relations, and others may have specific requests such as building confidence on camera.
Where time is limited and executives have some experience already, media training delivered remotely for a group might be the most appropriate type of session to book.
Where specific issues such as on camera training is required, in-person sessions work best. For example, in these types of sessions we can record executives and replay the footage to them.
In-person sessions can take place at client offices or at suitable third-party locations anywhere. For example, if key executives will be at a conference together, booking time in diaries then might be best.
What is the outcome?
Successful media training should leave spokespeople confident to tackle any opportunities. They should feel prepared to convey key brand messages, shape the narrative and remain focussed under tough questioning.
The efficacy of media opportunities should be maximised, with the spokesperson in a better position to understand what journalists are looking for.
This is the first step to building lasting media relationships that supports executive brand building and positions your brand as an expert in its respective fields.
Next steps
Ilex offers bespoke media training packages delivered by a qualified former journalist.
If you’d like to find out more contact us today: info@ilexcontent.com
