I’ve been specializing in communications strategy for more than 25 years, so like to think I have a pretty fair idea of what works when it comes to media training.
I also have a pretty fair idea of what doesn’t. Unfortunately, I’ve seen this demonstrated in some instances.
These are more than pet peeves. They are bugs (as opposed to features) that make the outcome for spokespeople and the companies they work for less than elite. Here, I’ll review a half-dozen entries from the media training hall of shame to help you avoid some of the downsides.
❶ Ignoring the need for a sustained professional development curriculum
I’ve written about this extensively, and will continue to bang the drum. Whether it’s an in person or remote follow up session, an email nudge from your consultant asking about the participants’ progress, readings in a book, or any number of other steps, the education doesn’t end when everyone walks out the door. To use a hackneyed phrase, it’s a journey, not a destination.
❷ A disturbing lack of research and preparation
I can’t count the number of times I’ve seen a client’s eyebrows raise in surprise when I pose a question about an issue they are either trying to conceal or don’t even know exists. It’s not that I’m necessarily any smarter than the average bear. I just make it a point to do the digging. It is far better for the client’s success if we hash out how to deal with uncomfortable or explosive issues in the privacy of our media training session. Better than being blindsided by a reporter out in the real world.
❸ A fear of challenging the client
Most of us want to be liked. Me, too. But my responsibilities to clients take priority. Some consultants shy away from tough love for fear losing the client. However, that’s not why you call in an outside expert to lead your media training program. Sure, you want an authority who is professional and easy to work with. But you are not in the market for a best buddy. Good consultants will point out things that could stand improvement or be done in a different way. I view that as my duty. You can act upon the advice or ignore it; that’s your call. But you should expect to be challenged on occasion if you hope to grow.
❹ Reliance on canned programs
What a genius idea: Teach the same thing to everyone no matter what their individual needs may be (sarcasm intended). I’ve witnessed supposedly gold-plated public relations agencies run the same agenda time after time for every client: Start with a slide show. Show some examples of good and bad interviews. Conduct some mock interviews with little in the way of tough questioning. Hand out a few pages stapled together as a leave behind (which, in some cases, would be best left behind). The fact is a one-size-fits-all program should also be left behind. Which brings us to…
❺ Useless come-one-come-all seminars
I’ll acknowledge that useless may be too strong a word. Oh, you might learn something, but the odds of it being the something you need individually are quite low. I maintain that an effective media training program demands at least these three facets:
- Messaging
- Simulated exercises
- Review of where to go from here
Cattle call seminars are ineffective in all of these areas. Regarding messaging, do you really want your strategy laid bare in front of a group of strangers? As for simulated exercises, it is highly unlikely everyone (if anyone) will gain such experience when buried among a large crowd. Finally, how can a seminar leader possibly outline personalized next steps for everyone in the throng?
❻ Trumpeting that someone has been “media trained”
This one really gets under my skin. Media training — in fact, any type of communications training, be it dealing with presentation skills or advocacy — is a long-term prospect, as noted above. Just because you’ve done it once doesn’t mean you are proficient when it comes to dealing with the press. How would you like to be under the care of a doctor who assures you that he had all the expertise he needed under his belt when he aced that Brain Surgery 101 course? I’ll emphasize again: Media training is a process, not a lone event.
If you’ve experienced media training, you probably have your own list of gripes. Share yours by adding a comment here on the C-suite Blueprint blog.
Trustworthy Tidbit: A review of recent insights from legitimate sources. No misinformation allowed.
Pat Petitti, CEO of Catalant, on working with independent consultants, as paraphrased by The Wall Street Journal: “Not only is it cheaper than engaging a big-name firm, he said, but clients don’t have to spend as much time bringing teams of consultants in their 20s up to speed.” [gift article]
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