‘We’ll do it live’: Why media training matters more than ever

You don’t need to be a PR professional to know when a strong media operator is in action, nor when an interview is falling apart. In a society where attention is currency, BlytheRay outlines why media training matters more than ever.

Why does media training matter?

Engaging with the media is a core component of effective public and investor relations, whether through journalist briefings, podcasts, radio, television interviews or webinars. Yet too often, media engagement is treated as an afterthought, only prioritised when a company has a major announcement to make or is forced to respond to a crisis.

In today’s highly connected and shareable media environment, a single interview or soundbite can make or break a campaign. Media training is therefore not just about learning how to avoid missteps under pressure; when done well, it equips spokespeople to use every public-facing opportunity to reinforce key messages, build credibility and raise a company’s profile in a consistent and confident way.

When you’re fighting for visibility within the media, only the best, most confident, and memorable speakers will stand out.

We strongly recommend that all company spokespeople undergo media training. We take a tailored approach, developing a programme that gives each participant agency to cement the key messages that they believe need to be communicated, whilst providing in-studio scenario training, tips and tricks for successful interviews, and on-the-spot feedback.

Not only does this help form a consistent narrative, but it also helps executives build confidence in front of the camera. Media engagement does not always align neatly with a company’s plans and can often arise at the most challenging moments. Effective training ensures that the relevant people are primed to act as public spokespeople whenever the moment requires it of them.

Authenticity is the most efficient form of influence.

Media training has evolved from the polished, rigid evasion techniques of old, toward prioritising authenticity, empathy, and speed to handle 24/7 digital scrutiny. Whilst written statements are important to have on hand for immediate responses in crisis situations, in the current media environment, there is no substitute for the visible presence of an executive providing a human touch with clear, authoritative, calm and personable communications.

Impressions are not only forged by the words that are spoken, but also by tone, body language, appearance, and other non-verbal communication cues – all skills that are developed and fine-tuned during training sessions.

Cutting through the noise.

There are very few things more frustrating than seeing a politician or public figure answer everything but the question or discuss everything but the topic at hand. Being able to answer questions directly with well-articulated key messages not only makes you a more engaging speaker, but also a preferred interviewee that journalists know they can rely upon in future.

Becoming a trusted voice.

In modern journalism, there is less room to showcase the individual story or investment case of a company. The focus instead tends to be on broader interest pieces covering a particular sector or trending narrative. These stories are often accompanied by insights from various industry ‘thought leaders’, who use their market expertise to provide the inside track.

By receiving media training ahead of time, company spokespeople can capitalise on these opportunities, showcasing their expertise to a captive audience and providing valuable exposure.

If you think that you, or a member of your company, could benefit from a media training session, please get in touch with us.