For most business owners, interacting with the media isn’t something that comes naturally. It’s not a skill often honed in day-to-day operations, which is why, when the moment comes, many people feel uncertain or out of their depth.
But here’s the truth: talking to reporters is a unique opportunity to share your side of the story. Done well, it can spotlight your brand in the best light. Done poorly, especially in the heat of negative press, it can amplify a crisis and cause lasting damage.
Do you have talking points prepared? Are you equipped to shape the narrative to showcase your organization effectively? If the answer is no, then media training is not just beneficial—it’s essential.
Why Preparation Is Essential
Media training is the safety net that ensures you’re ready for whatever the conversation brings. Without it, an unexpected question can lead you down a path you don’t want to tread. Knowing how to steer the conversation back on course and remain in control can mean the difference between a successful media engagement and a regrettable one.
A skilled media coach can teach you how to prepare for curveball questions and help you share your message convincingly. Remember, in most scenarios, you get one shot at making your case. It pays to be ready.
And there’s more: media coaching builds confidence. The experience of facing a reporter can be intimidating, but preparation removes the fear of the unknown and gives you the assurance that you can navigate the conversation.
The Value of Mock Interviews
Have you ever practiced with a mock interview? This strategy helps you anticipate questions, focus on your main points, and prevent mishaps. PR training equips you to conduct interviews confidently, answer tough questions with poise, and maintain control of the discussion.
Some interviewers may zero in on areas of conflict. A good media coach will train you to respond with data and facts that reinforce your narrative. Knowing who is interviewing you and understanding their approach can be game-changing. It’s all about preparation and insight.
The Power of Core Messaging
Professional media training ensures you’re armed with a set of talking points that keep your core messaging front and center. Interviews can get intense, and it’s easy to be thrown off balance. Reporters often rephrase questions, probing for a particular response. With training, you’ll know how to stay focused and avoid being led off-track.
Understanding Different Media Formats
Not all interviews are created equal. A live TV appearance demands a different level of preparation than a phone interview with a print journalist. TV segments are brief, fast-paced, and leave little room for missteps. In contrast, a phone interview allows more time to shape thoughtful answers.
Good media coaching ties together public speaking, social media engagement, media relations, and crisis communications. Remember, an interview shared across social platforms can reach a vast audience and change minds in a heartbeat. According to a Pew Research Center study in 2020, 23% of adult social media users in the U.S. reported changing their views on a political or social issue due to something they saw online. This highlights the powerful ripple effect of your words.
When Tough Questions Arise
Difficult questions can catch you off guard, but a professional media coach teaches techniques that help you remain in control and tell your story on your terms.
Seek out trainers with real-world experience, those who have worked as journalists and understand the nuances of media interactions. These seasoned professionals know what it takes to guide business leaders, spokespersons, and representatives to success, whether announcing an achievement, addressing a problem, or sharing an inspirational narrative.
In today’s fast-paced media landscape, preparation isn’t just an advantage—it’s a necessity. And media training is the key to turning interviews from potential pitfalls into powerful platforms for your voice and vision.
Evan Nierman is Founder and CEO of Red Banyan, a global crisis PR firm, and author of The Cancel Culture Curse and Crisis Averted.