Are you ready for a media interview? The answer was: “of course!” Let’s do an exercise, I proposed. The results showed us that even the most confident spokesperson without the right tools to face the media can put their brand at risk.
These situations can be easily avoidable with media training, which consists of training that provides participants – directors, senior officials, or leaders of organizations – with the techniques and skills to effectively communicate their messages, maintain control of a journalistic interview, and properly handle criticism or tough questions.
Undoubtedly, even the most experienced spokesperson with a total mastery of their business requires media training, including continuity through practical exercises and simulated scenarios where they can enhance their communication skills.
A very graphic example of a spokesperson who did not know how to handle a critical interview on television was former Mexican president Vicente Fox, who participated in October 2007 in the “En Contexto” program on Telemundo. Fox had previously claimed that neither he nor his family had properties, however, the interviewer asked him about information indicating otherwise. When he had to respond, he lost his composure, did not provide any concrete answers, and chose to get angry, insult the interviewer, and leave the studio.
A journalistic interview can become a great opportunity or lead to a crisis situation if the spokesperson is not adequately prepared, with knowledge about the media and the interviewer, their journalistic tendency, or other aspects that could be vital before the encounter.
The experience of having participated in numerous media training sessions has taught us that there will always be some detail to correct or improve to communicate more effectively. From the spokesperson who is truly a wealth of knowledge to the one who turns a communication crisis into an opportunity to highlight the good image of their company, it is always useful to be trained and also have updated information, market figures or your own, and have at hand a list of useful tips to support facing the media in the best possible way.
After the experience of media training, the spokesperson’s view of an interview tends to change, and they will also appreciate, hand in hand with their communication specialist, their growth before and after the exercise.
As a supportive task prior to the interview, the public relations practitioner should prepare a document or briefing document containing the journalist’s information, media information, profiles of both, key messages, market figures, company figures, difficult questions, and do not forget to accompany this document with some tips for conducting a successful meeting with the press, such as the following:
- Speak clearly, use understandable and simple language. Think that you are addressing a mass audience and that you must be as clear as possible. Avoid technical terms and complicated words.
- Know the media and the journalist. Request information about both from your public relations agency, as well as a list of topics they have covered in recent months or if they have been linked to your company’s activity.
- Truth upfront. Your best weapon to conduct a successful interview is always speaking the truth. It will generate a good reputation and position you as a thought leader in the field.
- Stay calm when faced with an uncomfortable question. Do not answer hastily, analyze the question and provide a short and decisive response that serves as a bridge to highlight an achievement; thus, reversing the situation.
- Never offer “off the record” statements. In the Vicente Fox video, he ended the interview, however, the cameraman continued filming until the interviewee left the channel, capturing all the comments and grievances that emphasized his critical image during that encounter.
Remember that media training can make the difference between a spokesperson for a company with clear and defined objectives; and a leader who misses valuable opportunities that their competition is already benefiting from.
You can contact us if you wish to hire media training.