This is the fourth post in a series on Media Training. In the last post, we explored how to write a master narrative and three solid key messages.
You must have key messages already identified and finalized before the day of your actual media training. It helps to distribute the messages to your media training attendees before they arrive. Media training is no time to disagree with or rewrite the messages.
Ideally, media training should be done over the course of an entire day. With two seasoned trainers, the maximum number of trainees in the room is three. Any more than that, and the training loses effectiveness and goes off track easily.
After an overview of the agenda for the day, each attendee should record a baseline mock TV interview. The recording will be used by the trainer to identify the strengths and weaknesses of each participant, so the media training can be customized to help each individual focus on improvement. One trainer will operate the equipment and ask the interview questions, while the other trainer will take make observations on possible areas of improvement.
Ideally, the interviews each last about five minutes and occur in a private room. During the down time in the main room, participants should review their key messages with each other. Those who have already been interviewed should be instructed not to share interview questions when they return to the main training room.
After baseline interviews are completed, the trainers will work with the group on improving on-camera performance, taking into account the weaknesses they observed during the baseline interviews.
This same process takes place three times, using radio and print interviews as mediums. Then, each participant is allowed to tape a post-test interview. Dramatic improvements can usually be seen, and each person should be given a CD with pre-and-post training interviews.
The advantages of hiring a professional training team are:
- The trainer is an expert and draws on past experience to draw out the best possible performance of each participant.
- The trainer is a neutral observer of the strengths and weaknesses of each participant. When working with executives, this is a crucial aspect. Professional trainers can address the weaknesses of CEO types as an equal.
- The training itself is very focused on quick improvement. Practice with key messages should be done in a safe setting, not in real interviews.
Please be looking for the last post in the media training series. I'll discuss techniques and practice strategies which can help focus a media interaction to the advantage of the expert. That expert is YOU! I'll also discuss how much to expect to spend on a media training session.
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