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Five Reasons to Conduct Media Interview Training

Due to the importance that organizations place on creating press coverage, it is important to have a strategy and experienced professionals assigned to critical tasks. The preparation of individuals charged with speaking to reporters is essential to this effort, for five reasons.

1. Media interview training helps individuals develop the skills to do more productive give and take with reporters. Interviewing a journalist is not just a matter of answering questions in a readable manner, while adopting a defensive posture. Spokespersons need to take the initiative to tell the organization’s story, from its perspective. To this end, spokespeople must be familiar with how journalists work, the editorial environment in which they operate, types of questions that are likely to be asked, and their individual backgrounds, among other issues.

2. Trained spokespeople help an organization get more media coverage. Interviewing a reporter does not mean that the person will be quoted, or that a story will result. That’s why a successful media interview training program should also address what makes the news from the journalist’s perspective. Armed with such knowledge, spokespeople can focus their comments on what journalists want, suggest story ideas, refer reporters to other resources, and, in short, make their own valuable resources that journalists turn to again and again.

3. Media training creates better media coverage. Organizations want media coverage that, as far as possible and practical, reflects its key messages – in other words, the main points the organization wants readers/viewers/listeners to take from the coverage. . Training is the best way to ensure that spokespeople master these key messages and skillfully shape them into their responses to the reporter’s questions.

4. Media training increases the likelihood that what you want to communicate will be covered. It is impossible for individuals in any audience to understand the purpose of your communication if you do not know what you want to say. Media training forces an organization to explain what it wants to say and how, thus increasing the possibility that a journalist will understand these messages and, ideally, report about the organization more accurately.

5. Media training educates spokespeople on common media relations challenges. Myths abound about how journalists work and the important role media relations professionals play in the editorial process. The training invites spokespeople to this process, introducing them to the art and science of building productive relationships with journalists and the important role they play. Perhaps more importantly, key players within the organization began to incorporate media considerations into their thinking as a product of a comprehensive training program, benefiting the entire organization as it strives to -navigate a world full of media.

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