Going Beyond the Term “Media Training”

If I’m going to use the phrase “media training” as much as I have so far, then a little perspective sharing and a note of caution are in order. First, perspective: it should be clear that I see media training as a specialized application of skills that are basic to good communicating, which always starts with solid ideas well expressed. The unique nature of the interview requires additional understanding and technique to make sure those ideas are made central in conversations with journalists.

So when we talk about media training, we talk about many things. One important theme is the media itself, understanding how reporters and news organization work, what they are looking for, why they ask the questions they do, and how the internet is changing the news.

Other themes are equally important: identifying a clear story line; developing succinct, well supported messages; understanding the techniques that propel a message-centered conversation; and handling inevitable negatives. Most or all of this can be relevant to any communications process, though it may be more obviously valuable as one prepares to sit down with a reporter from a high profile news organization.

The popularity and near ubiquity of media training in the past two decades has been so focused on the media that we tend to forget that media training provides an excellent model that can be used in other communications sessions as well – hearing preparation, to name just one.

Here’s the note of caution, and it’s particularly important for those of us in the business of preparing executives for interviews and a host of other communications events. Because of media training’s popularity, we must now be careful how we use the term. Most executives we meet today have had a seminar called media training. Those at the VP level and higher may have had multiple media trainings, particularly if they have worked for several companies.

These individuals may feel they do not need another “media training.” And the problematic word may not be “media” as much as “training.” Executives don’t believe they need to be “trained” again, though they may well see the value in practice.

In response to this situation, many of us have stopped using the term “media training,” except in limited circumstances. For example, we offer clients “message review” or “interview preparation” sessions. Or just “batting practice.”

At the end of the day, very few executives fail to see the value of preparation for new, unusual or high profile communications. We should not get stuck on the terminology. Call it media training or something else – it’s the process that is valuable. And we have to make it easy for our clients to participate.