While businesses have typically engaged in some form of media training in order to familiarise their key stakeholders with having to deal with journalists and tell the brand story, changes in the media landscape means that training has evolved too. Now, there is a critical need for training to take on a more consultative role, to inform decision-makers about these changes, what it means for their business, and how they can best respond.
With the explosion of digital channels, there has been a marked shift in the media landscape, including the rise of the paywall, and media training empowers decision-makers to take a more holistic approach to get their message across. Currently, PR, marketing and digital are usually operated in silos, and training will help business decision-makers understand the positive impact of a coordinated communications effort, as well as the need to use different channels, depending on the type of content or topic.
Most importantly, training provides a platform to interrogate ‘The why?’: business leaders need to be able to highlight why their news is important and why anyone reading, listening or watching should bother.
Here’s what the Marketing Manager at our client, Braintree, had to say about their recent media training session:
“Working with DUO Marketing + Communications for our media training was a game-changer. They guided us through realistic scenarios, such as crisis management, emphasising the importance of measured responses. For team members new to media interactions, the session was engaging and built confidence. Team members shared their experiences, saw glimpses of how thought leadership is developed, and now understand the value of DUO’s expertise. We feel reassured that our PR activities are in capable hands, making DUO an invaluable partner” – Sandile Mntambo, Marketing Manager at Braintree.
Bringing knowledge and expertise to the fore
Making media training available to all key stakeholders within the business, whether they will be media facing or not, ensures that company leaders who don’t prefer direct media interaction can still contribute to brand elevation by bringing their knowledge and expertise to the fore.
For those who are more confident in handling interviews with print or online journalists, or even for broadcast, this training helps them better plan and prepare so that they can get their key messages through without overselling. As an example, doing research ahead of time allows them to identify real-world examples that they can use to make their message more relevant and relatable – also known as newsjacking.
This is especially challenging with broadcast interviews that are time-limited, and here spokespeople can be equipped with the right tactics to steer the conversation so that they can get their key messages through and showcase the difference that their organisation makes in a more relatable manner.
Training ensures that you have multiple spokespeople available with the knowledge and authority to take advantage of opportunities in the media. The reality is that if your organisation is always unavailable to comment to the media, they are unlikely to come back to you, and it will become a struggle to get your brand back on broadcast media.
On the other hand, training also prepares them for the volatility of the local media space, especially in TV or radio. Angles are changed at the last minute, or programmes are cancelled completely, while journalists can also approach key spokespeople at the last moment and enquire if they are able to provide a quote of a particular topic. Beyond these critical elements, training can look at something as simple as what to wear when you go for a TV interview.
Using media to your advantage
Ultimately, media training allows agencies to address what is usually a relatively negative perception of the media within organisations. It also lets business leaders know that there are options beyond what was traditionally available, and a strategy that combines editorial, advertorial and advertising is needed in order to get the widest possible reach and desired outcomes.
This helps change their mindsets, and equip them so that they are able to use the media – traditional and digital – to their advantage instead by showcasing their brand, the stories of their people, and how they are making a meaningful difference in the lives of their customers.
If you’d like to chat with a partner who can help differentiate your technology brand to your target market, drive traffic to your owned platforms, and potentially generate leads, contact us today.
