Interviews are unavoidable in today's media and image-obsessed world - anything from announcing a company milestone, to talking about any crisis, to a take by an expert on the industry, executives of today need to know exactly what to say and how to say it. Of course, this requires more than just business acumen. You will need polished communication skills to be able to do this properly.
Executives have to run the gamut of challenges during media interviews, from tough questions to keeping on message…. And all this is far easier with some good preparation. However, even the most seasoned leaders can stumble over a question.
Media training provides the answer to this. It equips the executive with the tools and techniques to communicate succinctly, remain calm in conditions of pressure, and most importantly, deliver those key messages.
Media training in itself prepares the executives for interviews by giving them the relevant skills to make them appear credible and to the point.
What is media training?
Media training is professional training and education that sets up an executive or a leader for effective communication in media interviews. Media training helps executives to confidently communicate instantaneous, clear, and effective messages while representing their organizations in the best possible light.
The aim of media relations training for executives is to develop confidence, communication skills, and equip an executive on how to handle tough questions or situations that are high-pressure. Alright then, what does this media training stuff involve?
It usually includes coaching, mock interviews, and preparation sessions for TV, radio, and other online media. They will learn how to 'sell' their key messages, handle the body language, and steer the story or message in the direction they want. Other than building the reputation of their organization, leaders are given chances to manage their personal image. The end result of media training for executives as a PR tactic can be positive media coverage.
Why is media training important for executives?
Media training is relevant to executives desiring to raise their game when it comes to interviews. With the advent of digital media and social media PR, the business environment often calls for an executive to comment on various subjects, positioning them as a thought leader in their respective sectors. Left unprepared, even the most seasoned executive could fumble and risk damaging their reputation and the brand they represent.
It will teach them how to address tricky questions and handle the pressure; thus, every interview could become an opportunity for reputation management PR building. The ability to conduct effective media interviews with confidence may be a massive asset to the company, while poorly handled media appearances may result in misunderstandings, loss of trust, or negative PR.
Such media training will allow the executive to state the key messages clearly, handle scrutiny, and protect the company's reputation.
Through expert coaching sessions, media training for executives teaches execs to stay focused on strategic communication goals so that their responses align with the company's values and overarching objectives.
Media interview skills executives gain from media training
With this, executives develop a set of skills that help them conduct successful interviews. To ensure they communicate confidently and effectively, we list some critical interview skills that can be gained from official training.
Staying on message
One of the most impactful media interviewing skills executives will pick up is staying on message. Through media training, leaders will know how to create and deliver clear, concise responses that support a company's strategic goals and branding. This skill will enable them to steer the conversation in the right direction, even with unexpected questions. Staying on message is essential to ensure the story does not get altered, lose focus or change into something that could contradict or harm the company's image. If you find yourself off-key, media trainers can help perfect the art of pivoting a question back to what you want to talk about.
In high-stakes interviews, such as those related to crisis communication, staying on message can minimize potential reputational harm…..
Dealing with difficult questions
Another important skill that executives can learn from media training is handling hard or unexpected questions. Tough questions can make an interview completely go off the rails. Training can give executives some techniques that can help them defuse potentially harmful situations without being on the defensive.
Not every interviewer is your friend. Some may be looking to provoke or get a reaction. When you’re doing an interview, automatically assume that everything is on the record - which means even an offhand joke could be misinterpreted. Training teaches executives to neutralize hostile or 'loaded' questions, to keep cool, and move on in the conversation.
It's not just that the company's messaging looks better; a stronger personal impression is also given.
Managing non-verbal communication
This is an important one. A study found that ‘communication’ was 55% nonverbal, 38% vocal, and 7% words only, meaning it isn't so much what you say but how you say it.
Under media training, people are taught to control their unspoken communication, such as posture, facial expressions, or other body movements. Such signals, though seemingly harmless, can have an impact on how a message is perceived.
An upright, confident posture, controlling certain gestures, and maintaining eye contact all convey confidence and professionalism in an interview setting.
Communicating key messages under time pressure
People often have to convey key messages in high-pressure situations with little time. Media training will help the leader cement the skill of prioritizing talking points in a limited time or during a pressurized situation.
This is especially true when executives speak on behalf of their company in a 'live' setting.
The ability to confidently deliver key messages under pressure will strengthen audience trust.
Although a practice, media training is valid preparation for the real thing.
Building rapport with media
Media training teaches the art of establishing a rapport with journalists and other news outlets. A good relationship from the outset could help ensure that any stories written up are fair and reflect what was said.
By understanding what the media want and need and their motivations, an executive can adapt his or her approach to each interview with the correspondent to better guarantee that the message is communicated well.
The skill of building rapport could help sustain long-term relations with key contacts with important media, which could be an invaluable PR tactic for future PR opportunities.
How does media training prepares executives for media interviews?
Media training equips the executive with the tools and techniques necessary to succeed in interviews. We'll look at what an executive can do in advance of a media interview that will help optimize their delivery and messaging.
Crafting key messages
One of the first steps in media training is to develop a clear, concise key message. You learn to identify the core points you want to communicate and how to frame them in such a way as to make them resonate with the audience.
These key messages will be used as the foundation for the interview to ensure that the executive consistently communicates the company's values and goals.
Media trainers help executives direct their attention to developing messages that will be effective, memorable, and consistent with overall strategic communication.
Body language management
Media interviews are as much about the words as about how those words are delivered. Body language is paramount to the way you are perceived. It builds authority and professionalism and will also help build trust among your audience.
Executives are also taught to avoid nervous habits or specific defensive body language that can undermine their message.
Dealing with challenging questions
One critical feature of media training is how to respond to unexpected questions. It shows executives how to handle keeping calm, answering the question without taking up a defensive attitude, and bringing the discussion back to where it is desired.
Overall, this training allows executives to manage interviews under pressure, keeping them in control and helping avoid the various pitfalls and traps that come up. Executives build confidence to handle tough questions.
Working with various interview formats
Media interviews differ in format: TV, podcast, print, and online; each of these mediums requires a somewhat different approach. Effective media training teaches executives how to adopt an appropriate communication style according to the medium.
Executives will learn how to craft messages and use the right tone and body language for the specific format to which they will be subject.
Conducting mock interviews
Mock interviews form a very important part of media training. Leaders practice real-life situations in a controlled environment.
In the sessions, executives will have to put into practice how they answer questions, stay on message, and work their body language. The media trainers provide direct feedback to help executives shape up their performance.
Mock interviews play a vital role in preparing executives for the high-pressure environment of a media interview.
Feedback and improvement
Feedback remains a very important aspect of media training. At the end of each mock interview or practice session, professional media trainers provide feedback on performance and explain the areas that need further improvement.
This helps executives fine-tune their skills so that they can do even better in the future. Practice is the key to most things in life, and media training is no exception. Coaching helps a lot here!
Media interview dos for executives
You need to consider at least a few best practices to make sure that the conversation will become productive and effective in meeting the aims it was set out for. Following are some basic techniques every executive needs to put into practice in their interviews.
Do be honest if you don’t have an answer
In a media interview, it is ok to say if you do not know the answer to a question. Guessing and subsequently getting it wrong can hugely blight credibility. Instead of going into any faulty information or deflecting from the topic, just say you do not have to hand.
As such, no wrong or misleading info has been given, and the need to be factual and honest has been fulfilled. You can always confirm the answer to the question later. This also serves the benefit of keeping the engagement ‘going.’
Do listen
As is often the case, active listening is paramount. Executives must listen carefully to the interviewer. Indeed, active listening will help gauge the questions' underlying intent and properly tailor the response. It also makes the interaction flow better and gives a better impression.
Active listening allows for 'on-the-spot' adjustments in answers. This, in turn, comes across as natural and less robotic.
It is necessary to keep messaging relevant and impactful.
Do speak clearly and concisely
Since media interviews often have time constraints, executives are expected to be clear and concise with their words. Rambling responses could confuse and dilute the message. Concise answers, on the other hand, hit home and ensure key points are delivered.
Executives must, therefore, seek to answer questions directly, in simple terms, without using jargon that may confuse the interviewer or the audience.
Do research the journalist
Researching the journalist likely to be speaking to you is an important step. This will put you in a good position to anticipate the direction of the conversation. By knowing the journalist's background, topics usually covered, and style of interviewing, executives are in a great position to tailor their responses to suit the tone and expectations of the interview.
Researching the journalist also allows executives to familiarize themselves with recent articles or interviews that a journalist has conducted, especially those that deal with the industry in general.
Knowledge of a journalist's style and preference is an added advantage for the executives because they can then formulate more effective and pointed responses, increasing the chances for the success of the interview.
Do prepare for tough questions
Always be ready and prepared for that difficult question. Media training allows for practising those difficult questions and responding in a calm and professional manner.
Whether addressing a sensitive issue or clarifying a misunderstanding, being prepared keeps the executive in control of the interview without being on the backfoot.
This kind of preparation builds the executive's credibility and also protects the reputation of the company.
Media interview don'ts for executives
Some mistakes can go a long way into considerably compromising the credibility of an executive and the image of his company. Some of the most critical mistakes executives must avoid during an interview are discussed below.
Don't ignore the interviewer's question
Completely ignoring or dodging a question might not only irritate the interviewer, but, worse, make the executive sound evasive and untrustworthy. Think about it. They will only attempt to elicit follow-up attempts anyway, which'll look even more awkward. Instead, respond to the question - however unfavorable it is.
With corporate media training, you can learn to take negative questions and turn them into opportunities to reinforce positive messaging.
Don't overuse industry jargon
While executives may be knowledgeable in their respective fields, excessive jargon about these industries drives audiences away.
Most media interviews are seen and read by layperson audiences, and many may not fully understand the technical terms presented.
When executives rely too much on jargon, they risk confusing people or sounding boastful or out of touch.
Don't badmouth the competition
Another big error of media interviewing is directly trash talking the competition. Even if the interviewer presses for comment on rival companies, executives should never engage in negative talk. It looks sloppy on your part.
The likely result is that you look petty and/or unprofessional. And you don't want a public war of words in the media. Trust us, it does not look good.
Don't make ‘off-the-cuff’ remarks
An off-the-cuff remark without thinking can backfire. It may be harmless to you and those you work with but appear standoffish or rude to a wider audience. Do you really want to chance it? The risk is considerable where it is said live or in a recorded interview with every word on record.
Anything said can be quoted and must always be thought about carefully. Media training better equips executives for possible missteps and trains them to provide focused, strategic responses from the get go.
Don't underestimate the power of silence
Some people believe they need to keep talking to avoid looking stupid. But not so. In fact, filling every moment of silence with unnecessary chatter can lead to over-explaining. This is not helpful. Silence can be useful for journalists, too, who often need to gather their thoughts or even note things down. Let the interviewer process what you have to say before they ask their next question.
Those interviewed will learn not to fear periods of silence but to use them to their advantage. Silence lets the interviewee gather their thoughts and give weight to their answer. It is also good to resist being overly talkative as it may confuse the message you want to give out.
How to get started with media training
PR media training starts with selecting the appropriate media training agency that fits the needs of the company or organization. Executives telling their stories should seek agencies that have successfully coached business leaders within their given industry. Try and read client testimonials and case studies about their work.
Next, sit down and discuss with them the key messages you want your target audience to take home with them about your company. What questions are you likely to be asked? Have specific goals or PR metrics. By entering training with specific goals, you will optimize the returns from coaching and begin to see results sooner.
Practice is the key to mastering media interview training. This should include scheduled mock interviews and practice answering common questions that could arise or trip you up.
Media training is an investment in your own professional image and company's reputation. With the right agency, preparation, and commitment, an executive can conduct every interview with confidence and clarity.
Learn more about our media training services
Conclusion
PR media training for executives equips an exec with the tools needed to take control of any media interview - from developing clear, impactful messages to responding confidently to tough questions, and handling body language. It gives the skills required to stay on message and remain composed under pressure in any media situation.
This is why media training is the smart thing to do for companies to improve their image. It not only improves the ability to communicate but also makes any interaction with media an opportunity to reinforce the values and brand of an organization. It is a vital part of any PR strategy.
Whatever the situation, executives who have corporate media training are better equipped to represent their company than those with none.
