In the ever-evolving world of PR, communications, and media, feedback isn’t just a helpful tool - it’s an essential one.
During a recent masterclass for members of the Media Team Academy, expert panellists Victoria Smith, Dan Boniface, and Laura Bridgeman discussed the intricacies of giving and receiving feedback, particularly within high-stakes roles.
Here are some of the most valuable insights they shared, along with actionable steps to help you improve your feedback skills and boost individual and team performance.
1 Understand why feedback matters
Feedback plays a critical role in refining skills and achieving goals.
Whether it's a client’s media performance, internal work, or an executive’s leadership style, feedback can shape growth and success.
As Victoria Smith, one of our expert media training tutors, highlighted: “Giving and receiving feedback in a positive way creates a workplace environment where growth is encouraged and embraced.”
Feedback is a continuous loop that helps align behaviour with desired outcomes, especially in media-facing roles. For those tasked with delivering constructive criticism, providing clear, actionable, and empathetic feedback is essential.
2 Know when and how to give feedback
Timing is crucial when it comes to feedback.
Dan Boniface, head of training at the BCF Group, illustrated this point with an anecdote about a trainer who made a minor error during a session.
Instead of interrupting immediately, Dan waited until a more appropriate time to discuss the issue. "Imagine if I had jumped in right away—it would have added pressure and stress, impacting the trainer's performance for the rest of the session,” he said.
Dan’s key takeaways:
- Identify the urgency: Is the feedback time-sensitive (such as in between a series of live media interviews) or can it wait until after the session?
- Gauge the individual’s personality: For more reflective individuals, giving them time to process before discussing feedback can be more effective.
- Consider impact: When feedback needs to be immediate, as in the example of Stephen Bates' repeated missteps during BlackBerry interviews, it’s vital to intervene promptly to prevent further issues.
3 Use structured models like SBI for clarity and focus
The SBI (Situation, Behaviour, Impact) model is a powerful way of delivering clear, focused feedback. This method structures feedback by describing:
- Situation: The specific event where the behaviour occurred.
- Behaviour: What the individual did, focusing on actions, not personality.
- Impact: The consequences of their actions, providing context on why change is needed.
Laura Bridgeman, head of assessments and an executive coach at the BCF Group, emphasised how the model “keeps feedback focused and removes ambiguity,” ensuring recipients understand what they did, why it matters, and how to adjust for better outcomes.
Example of SBI in Action: When discussing a media interview where a spokesperson missed key messages, the feedback might look like this:
- Situation: “During yesterday’s press conference…”
- Behaviour: “You focused on previous projects rather than the current product launch…”
- Impact: “This led to less coverage of the product’s unique features, which could affect audience perception.”
4 Create a mindset for receiving feedback
For professionals on the receiving end of feedback, maintaining an open mindset is equally vital. The masterclass introduced a framework called CALM, which focuses on how to manage the emotional response when receiving constructive criticism:
- Clarify: Ask questions to ensure you understand the feedback.
- Acknowledge: Accept the feedback even if it feels uncomfortable.
- Listen: Avoid interrupting or reacting defensively.
- Manage: Take time to process before responding.
Dan summarised the essence of CALM by saying: “It’s about accepting feedback gracefully and understanding you have a choice whether to act on it.”
This approach builds resilience and fosters personal growth, essential for any communications professional.
5 Embrace empathy and mindfulness in feedback delivery
Giving feedback is a relational act - it impacts the dynamics between colleagues and clients.
Leading with empathy is vital when feedback is needed.
“Mindful feedback means considering not just what you say, but how and when you say it,” Laura said.
Mindful feedback tips:
- Be clear about purpose: Establish why feedback is being given. Is it for skill development, behaviour modification, or relationship building?
- Use a positive frame: Reframe feedback as an opportunity for growth rather than simply an obligation.
- Avoid the ‘feedback sandwich’: This model - starting with praise, inserting critique, and ending with praise - can dilute the message. Instead, get to the core of what needs to be improved, while maintaining a supportive tone.
6 Address defensiveness and emotional reactions
Handling defensive reactions is often one of the biggest challenges when giving feedback.
You can maintain control and provide support by preparing for potential emotional responses.
As Laura said: “Use empathy to understand why someone may react emotionally, and be prepared to give them time to process.”
If someone becomes defensive, the SBI model mentioned earlier, can help by depersonalising the feedback and focusing on behaviour instead of character.
Dan added that providing a calm environment and allowing for short breaks can help diffuse tension, enabling a constructive conversation.
7 Use feedback to foster high performance
Feedback can do more than correct mistakes - it can inspire and guide teams towards high performance.
Positive reinforcement, framed effectively, has the power to motivate. Use SBI not only for constructive feedback but also to highlight what is going well, reinforcing positive behaviours that align with goals.
“Feedback isn’t just about the things that went wrong,” Dan said.
“It’s also about showing people where they’ve excelled, giving them a benchmark for future success.”
In this way, feedback becomes a tool for encouragement and continuous improvement.
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Final thoughts: Reframe feedback as a growth opportunity
Effective feedback is both an art and a science.
It requires planning, empathy, and understanding the other person’s perspective.
To summarise, here are the top takeaways from our masterclass for giving and receiving feedback effectively:
- Preparation is key: Use frameworks like SBI and AMEN (Audience, Message, Example, Negative) to structure your thoughts and clarify the feedback.
- Focus on the recipient: Tailor your approach based on their personality. And use empathy to consider their emotional state.
- Stay clear and concise: Avoid overloading the person with too many points - stick to the most important message.
Whether giving or receiving feedback, remember the exchange is an opportunity. As Laura said: “Feedback should be about fostering development and building resilience, leading to meaningful behaviour change.”
For PR and communications professionals, mastering the art of feedback is essential to building trust, refining skills, and ultimately achieving excellence.
In today’s fast-paced media landscape, feedback isn’t just beneficial - it’s indispensable.
Media First are media and communications training specialists with over 35 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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