Media Training Matters - the key reasons revealed.
Navigating the media landscape has become a critical skill for organisations in an increasingly complex world. At Lighthouse PR, we often organise media training sessions for our clients to help them communicate confidently and effectively with journalists. While media training has evolved in response to shifting trends in crisis communications, its importance remains undeniable.
The Changing Landscape of Media Training
Over the years, media training requests have become less frequent due to a shift in focus. Organisations are now leveraging their channels to communicate directly with stakeholders, which has slightly diluted the prominence of the traditional media interview. However, the need for media training still emerges in key scenarios:
New clients joining an agency often require foundational training.
Organisational changes, such as leadership shifts or restructuring, demand strong, consistent messaging.
Crisis preparation necessitates the ability to stay calm and controlled under intense scrutiny.
Even as the demand fluctuates, we have seen the enduring value of media training in strengthening communication skills and building confidence.
A Tailored Approach
While the overarching goal of media training is the same—raising awareness and instilling confidence—Lighthouse PR approaches it in diverse ways. This variation reflects cultural differences and the evolving role of media across Europe.
Target Audience: Some agencies focus exclusively on training top leadership, while others extend training to subject matter experts at various levels.
Focus Areas: Certain programs emphasise crisis media handling, while others incorporate broader public speaking and storytelling skills.
Training Style: Techniques vary; we often start with a hostile interview to build resilience and end with a friendly one, while others may use the reverse approach to instil confidence early.
Format: Training can cover a range of formats, from short-form interviews across multiple channels (radio, TV, print, podcasts, webinars) to long-form camera interviews designed for public speaking or studio appearances.
What unites all these approaches is the commitment to customisation. Tailoring training to the organisation’s unique needs ensures the best outcomes.
It should always be noted that ‘Media Training’ also trains the spokesperson to deal with any awkward situation in a firm but confident and persuasive manner. A skillset that is required for all senior management.
Why Media Training Matters
Effective media training is a cornerstone of successful communications strategies. Here are five reasons why investing in professional media training is invaluable:
Leverage Deep Insights
Whatever PR agency you use, they should know your organisation, its history, and its challenges better than the journalist does. This depth of understanding allows for highly targeted and practical training.Master Critical Techniques
Media interviews are not casual conversations. They require specific techniques for handling challenging questions and delivering your key messages in a clear, concise and convincing manner. A skilled trainer can help you build and refine these essential skills.Win Over Journalists
Former journalists in Lighthouse PR agree: reporters appreciate working with media-trained individuals. When you understand the process and can articulate your message effectively, you become a valuable partner in their storytelling.Step Out of Your Comfort Zone
A good trainer pushes you just enough to help you grow. They challenge you in a controlled environment to build your resilience and hone your skills, all while respecting your limits and learning pace.Stick to the Message
One of the biggest challenges individuals face is staying focused on their key messages. Media trainers can help refine and internalise your strategic points, ensuring you weave them into every response naturally and consistently.
Conclusion
Media training is more than just preparation for interviews—it’s an investment in your ability to communicate effectively in high-stakes situations. At Lighthouse PR, we understand the nuanced needs of clients and work with them to build confidence and ensure their message resonates.
Whether it’s for navigating a crisis, addressing changes, or simply strengthening your communication skills, professional media training is an essential tool in today’s fast-paced, media-driven world.