We’re often asked by our delegates how they can keep on top of their new skills after their media training course.
There is often a gap between the course and the next media opportunity.
So, how can you keep learning, continue to develop your skills and add some polish to your performance?
We asked Susan Bookbinder – one of our expert media training tutors - for her tips and advice.
Here is what she said:
It is always rewarding to hear delegates say they benefitted from our media training courses and can’t wait to put the skills they learned into action in a real-life media interview.
It is equally rewarding to hear the comms director or heads of media, who often attend our courses as observers, say they’re excited about putting their spokespeople out there and maximising the reach of the messaging they have developed using our systems and methodologies.
I always urge our delegates to keep their media training muscles flexed, rather than filing everything away under “media training” and only getting the file out half an hour before that media opportunity comes.
Keep practicing
Many of our delegates create a WhatsApp group of colleagues from the training so they can practice dealing with tricky questions using the bridging technique.
We advise people to think ahead about the negatives that could come up in an interview and ask a colleague to put those questions to them.
If you record the practice interview, you can support each other with feedback.
Did you land the message and example you had developed using the AMEN system? Did you use the bridging technique to push away from the negative without sounding like you were avoiding the question?
By recording and playing back, you can also revise the tips you learnt during our courses on body language, using pitch and pause and ensuring the tone is right when speaking on sensitive matters.
I know our clients find it handy to look back at the individual feedback notes we provide after the media training session to remind them of the main learning points. It really is worth spending time reading and reflecting on. Go over any video or audio recordings from the session so performance tips are brought back to the forefront of the memory.
While content is crucial, delivery and performance are critical in ensuring the message lands.
I would encourage comms directors to offer regular messaging workshops to ensure consistency of message across the organisation and one-to-one practice sessions over Zoom or Teams ahead of any interview.
It will help ensure that the delivery is congruent with the message. For example, if you are “excited” about a new venture, you need to look and sound excited (without telling everyone how “excited you are) if you want to be believed by your audiences.
Get out there
There is no substitute for getting stuck in.
Ideally, new spokespeople should ease in with local radio or newspaper interviews rather than going straight to BBC Newsnight.
But the sooner you get your spokesperson out there, the better. Our delegates regularly say they gained confidence from the session, so let’s build on that instead of letting it fade.
After an interview, make sure there is some feedback.
Comms directors should ask spokespeople how they feel the interview went and allow them to give themselves some feedback. Concentrate on what went well and then offer suggestions on areas to work on.
Even if the interview has not gone well, it’s crucial to be positive so spokespeople recover and try to do better next time.
Watch other spokespeople
Our delegates often tell us they will never again see media interviews in the same light.
After training, it can be beneficial to watch and listen to varying interview styles across different media outlets.
Can you spot an illustrative example that has brought a complex issue to life?
Has a strong human-interest point made the story about people rather than process?
How is the interviewee using the bridging technique? Are they able to make that transition with elegance? Or should they have dealt with the question head-on?
How would you have handled that interview? If you are a comms director, how would you have prepared your spokesperson?
Push yourself forward
If you’re keen to represent your organisation, having gained confidence from our media training course, don’t feel disappointed if you’re not immediately on the BBC Breakfast sofa.
Your comms team will have a media strategy. And they will have a role planned for you – that’s why you were put forward for our media training. However, they may need to update the strategy to include you in a certain area, which may take time.
That said, there is no harm in reminding the comms team that you enjoyed the course and are keen to put the training into action in real life.
Tell them you particularly liked the radio or TV section of the training and that the feedback notes from Media First highlighted the proficiency of your performance.
You could specify the areas of expertise or strategy you think could add value to the business if you had the opportunity to speak about them.
Comms directors will be grateful for your enthusiasm. Don’t lose sight of the fact you can use the media to raise your brand when you become a regular media spokesperson.
Know your organisation’s key messages and work on your examples
We always stress the importance of good preparation for media interviews. And it starts now.
Your organisation’s communications team will have an overall strategy containing its key messages.
Ensure you become familiar with these so you can confidently include them in an interview. You may need to refine them with your comms team when you know exactly what you are being interviewed on.
Examples are a vital component of any successful media interview, helping bring what you say to life.
Stories about people add colour and emotion to any subject. They also make what you are saying more memorable. Start to build a bank of stories now and work on how you can present them and use them to support your key messages.
Continuous learning
If you have had your media training with us, congratulations – you are already on the path to continuous improvement and development.
We believe learning shouldn’t stop at the end of the course.
So, as part of your training, you are automatically enrolled on to our Spokesperson CPD programme.
It is a 12-month complimentary programme that enables spokespeople to keep their skills sharp, remain confident and stay on top of the latest media insight and thinking.
It includes access to regular masterclasses, online courses and a handy resource hub.
There is also an additional package that includes access to a bespoke one-to-one coaching session with a senior journalist tutor, practice telephone or Zoom interviews and feedback on your recent interviews.
Another great way to stay on top of the latest thinking, insight and analysis is by signing up to our blogs.
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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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