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  • Writer's pictureRob Double

Is media training really needed for businesses?

Media training is essential for any business spokesperson who wants to communicate effectively with the public.


Not only does it empower spokespeople with the skills to communicate messages with impact, but it is fundamentally an insurance policy.


Insurance Policy

In today's fast-paced and competitive world, the way that a spokesperson presents themselves and their message to the media can greatly impact the reputation and success of a business.


Everyone will know an example of where a business has got a media appearance wrong. Not only is it embarrassing for the individual, but it can see huge amounts of money wiped of the value of companies or the whole message of a campaign distorted in the public perception. Only recently, President Macron was criticised after he removed his watch during an interview about pension changes.



Enhances credibility

Media training helps spokespeople to develop the skills and confidence necessary to communicate their message effectively.


Better credibility and helps to build trust with their audience, which is essential for building a strong reputation and attracting customers. In a news context, this is called achieving 'cut through'


Good media training should be able to take the authentic voice of an individual or organisation, and give it the polish it needs to be delivered with impact and achieve the 'cut through' across television, radio, print and online media.


Prepares for difficult questions

In any media interview, a spokesperson may be asked difficult or unexpected questions. But in broadcast media, the stakes can often be higher, especially if it is a live interview setting.


In the event of a crisis, it is essential for a business to have a well-prepared spokesperson who can communicate effectively with the media. Media training prepares spokespeople to handle these types of questions with clarity and professionalism. It is not about teaching people to avoid the question or ignore what people want to know - that type of strategy simply doesn't work anymore - it is about helping spokespeople to avoid making mistakes that could harm their reputation or the reputation of the business.


This often comes from building awareness of how the media works and having well-developed, sensible messaging. If the messaging is not there, interviews can quickly deviate off course.



Media training can help spokespeople to increase their exposure to the media by teaching them how to identify and pursue media opportunities that are relevant to their business. This can help to increase visibility and build a stronger reputation for the business.


Builds confidence

Speaking in front of a camera or microphone can be intimidating, especially for someone who is not used to it. The lights will feel blinding, but probably what is most intimating to people is the silence of a professional television or radio studio, like our in-house London studios in Marylebone.


Media training helps to build confidence by providing spokespeople with the tools and techniques necessary to present themselves and their message with ease and professionalism. This can include understanding how to use body language, tone, and pace to connect with the audience.


But above that, it also gives spokespeople the time to become comfortable in broadcast environments, so that they can think clearly and stay focused.



Increases message consistency

A consistent message is crucial for building a strong brand and maintaining a positive reputation.


Media training helps to ensure that all spokespeople for a business are delivering the same message, which helps to avoid confusion or contradictions that could harm the brand. This is especially important at times of heightened media attention, such as a crisis communications scenario or during a high-profile campaign. A single slip up from a spokesperson can undermine a whole campaign, and similarly, good storytelling can lift a story into the newsfeed.



In Summary

By building skills, confidence, and credibility, media training can help to improve the reputation and success of a business. Whether you are promoting a product, sharing your expertise, or simply sharing your story, media training can help you to achieve your goals and to connect with the public in a meaningful way.


If you are interested in London media training services, get in touch with us or find out more on our dedicated training webpage.

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