Mastering the Art of Media Training: Tips for Effective Communication

Media training is the essential skill of communicating your organization's key messages to the outside world effectively. This communication happens through interviews, conferences, and other public appearances. Getting this right is crucial for maintaining your company's positive reputation.

Below are some tips on how you can master the art of media training.

The Importance of Preparation

The foundation of fluent, articulate communication in high-pressure media settings is comprehensive preparation. Start by thoroughly researching recent news related to the industry, topics you'll likely be questioned about, and the particular interests or angle of the specific journalist or publication if known.

Identify potential questions and formulate two to three concise key messages you aim to express during the interview. Resist the temptation to develop lengthy talking points that are difficult to memorize. Instead, craft tight sound bites that concisely encapsulate your most important takeaways for audiences to remember. This can be achieved through a compelling presentation, where presentation skills training becomes invaluable.

In addition to researching the landscape and defining overriding themes, extensively rehearse delivering your messages out loud. Practice responding to predicted questions, aiming for each answer to last no longer than 20-30 seconds. Record yourself and analyze areas for improvement, such as inserting unnecessary filler words like “um” or speaking too quickly.

Time your cadence to sound conversational yet authoritative. Mastering unforced rhythms and tones will prevent them from seeming overly rehearsed. By dedicating time to deeply understand the topics and context while rehearsing compact response techniques, you'll convey confidence and credibility.

Bridging Techniques for Skillful Responses

While preparation establishes a strong foundation, media interviews often venture into unpredictable tangents. The spokesperson being interviewed directs the flow of dialogue through bridging techniques. Bridging involves acknowledging the initial question posed, but then steering the conversation toward your talking points or most important issues you want to address.

For example, if asked for your opinion about your competitor’s recent product launch, say “That’s an insightful question. While I can’t speculate directly about another company’s strategies, what I can say is...” Then outline one of your prepared messages showcasing your own organization’s product or market strengths.

This demonstrates respect for the reporter’s question while foregrounding your perspective. Other useful bridges include, “I don’t have the specifics on that, but what’s most essential for audiences to understand is...” and “Rather than hypotheticals, here are the core facts of the scenario.”

Bridging from irrelevant or controversial tangents to your talking points demonstrates public speaking prowess. It keeps the interview focused on your intended messages rather than getting sidetracked.

Nonverbal Communication that Aligns with Your Words

The content of your verbal responses is just one aspect of relaying an authentic, engaging media presence. Your nonverbal signals should equally connect with viewers and align with the statements you articulate.

Body language significantly impacts whether audiences perceive a spokesperson as sincere and trustworthy. Maintain an open posture, leaning slightly forward to demonstrate investment rather than appearing stiff and removed. Use purposeful hand gestures to accentuate points rather than distracting mannerisms like fidgeting or excessive gesticulation. Keep facial expressions pleasant and vary tonality for dynamism while avoiding monotone passages.

Ensure your nonverbal cues match the tone and substance of your remarks to strengthen credibility. For example, don’t smile and nod while discussing serious risks or problems. Audiences sense when a spokesperson’s body language seems artificial or disjointed from the topic’s gravity. By coordinating poised nonverbals that sync with your messaging, you will project greater authenticity and connection.

Responding to Media Curveballs

Despite extensive planning and rehearsals, media interviews often veer into unpredictable territory. Skilled spokespeople maintain composure and navigate even antagonistic questions artfully to avoid deterioration into an adversarial dynamic.

If asked a misleading, inappropriate, or excessively intricate question, resist confirming or denying flawed premises. Redirect the question professionally by saying, "I'm afraid that depiction misses critical details that provide essential context for this scenario..." and introduce fact-based corrections before answering.

If asked a confrontational question laced with false assumptions, acknowledge the concern while disputing inaccuracies. Defuse tension by responding, "I understand why certain perceptions may exist. However, the reality is x and y..." Referencing evidence is preferable to making counteraccusations about motives or agendas.

Occasionally reporters talk over the interviewee to insert follow-ups before they finish responding, creating confusion. If this occurs, the spokesperson has a responsibility to redirect the exchange with confidence and graciousness. To establish clarity, use bridging phrases like "Apologies, but I'll need to finish my initial explanation to establish the proper scene. As I was saying, the key variables are..." Success in the media setting demands a degree of unflappability when curveballs arise, but by focusing on the facts coupled with tactful yet firm guidance of the dialogue flow, spokespeople can master even precarious interviews.