Media training is a widespread concept in press offices and communication agencies in general. However, despite being known, it is a point that often ends up being underestimated and undervalued within the communication strategy: either because of the lack of funds to invest in this matter, or because of the clients’ resistance to understanding that, even if they "speak well ”, they need professional guidance so that their speech is assertive.
There is no point in investing in good professionals for the development of branding strategies (learn more about this here), having good engagement on social media and hire good journalists to produce materials for the press if, when the time to communicate with the media comes, your company's spokesperson gets stuck or is unable to convey a clear message in speeches and interviews
Media training is, therefore, a very fundamental point within an efficient press office strategy. And it must involve all sectors of the corporation. I will tell you why.
1) the spokesperson must have his/her speech aligned with the company's non-verbal communication. So, the person responsible for training must understand what image the company wants to convey, what is its positioning within the market in which it operates and what are its values and objectives. With all this in mind, it becomes easier to build a truly favorable speech for the company. Therefore, the journalist who provides this training must know beyond words and understand the client's business behavior - pure semiotics;
2) controversial matters can always exist - according to each client's area of activity, of course. But these matters, if any, need to be known in depth and, above all, admitted within the corporation. In other words, it’ i no use sweeping problems under the rug. If they exist, the spokesperson needs to get to know them and prepare for any questions that may arise during an interview. This preparation is done with various training, such as surprise interviews. The journalist responsible for media training must have the expertise to anticipate the most likely controversial questions and prepare the client for them;
3) behavior during interviews and announcements. Once again, semiotics takes part in the matter. More than writing a speech or having the spokesperson memorize a few words. Here comes teaching about how the person needs to behave - verbally and non-verbally - in an interview. Training gestures and body posture is essential for the interviewee. After all, the company representative cannot show insecurity, appear unprepared or uncomfortable when making a statement or giving an interview.
Last but not least: media training is essential for big corporations, but not just for them. Being a small company, if your representative has good communication with the press, your company has more chances of getting new interviews, becoming an important source in your field of activity and reaching a wide audience for your business.
Find out more about the press office service here: https://www.agenciamaverick.com.br/post/o-que-faz-uma-assessoria-de-imprensa.
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