Public speaking is a very common fear.
Your representative will have to look professional and poised if they are going to speak to media.
You should prepare your spokesperson by taking a media training class to ensure they are capable of doing this. This will make them feel comfortable, familiar with the situation, and give them a better understanding of how to handle a radio or television interview.
So, what can you do to prepare yourself for a media appearance. This article will show you how to prime your spokesperson so they are ready for their big time in the spotlight.
What Is Media Training and How Does It Work?
A media course is a type or communications training that helps people prepare for interviews and other appearances with television, radio, and print outlets.
It equips them to handle a variety of possible problems such as:
- What should they be talking about and how do they keep on topic?
- If they are given difficult questions, how should they respond?
- What are some tricks to look professional and likeable while on television?
Many times, media training programs include mock interviews. These are used to help interviewees become comfortable with the format.
All this is done to make sure the spokesperson feels relaxed and gives a great impression. They will have experienced many interview situations and be comfortable handling whatever situation comes their way by the time they appear before the viewers.
How to prepare your media spokesperson
You must be clear on your message and follow it when you prepare for a media appearance.
Your key messages must be clear and heard clearly in order for you to have an impactful media appearance. Your spokesperson should not divert from the topic. Instead, they should focus on the important points and make them clear. This is an area where training courses are helpful.
TV interviews allow the public to get to know your brand. This is why it’s important to present your spokesperson as authentic, credible, and likeable.
This means that they must stick to facts and not embellish truth.
Doing Your Homework
It’s a great idea to research and plan for potential questions your spokesperson may face before the interview. (A good media training course can help with this).
This could include common questions about the spokesperson, the role they play in the company, and their credentials to speak on that topic (aswell the important points about the business).
It is also worthwhile to consider which show they will appear and to whom they will talk. What kind of topics tend to be brought up in this program, and how does the presenter respond to them?
It is important that your representative is able back up their points by using data and research. This is why it’s important to prepare them with all necessary facts and ensure they are familiar with the details.
Steering the conversation
Depending on what the interview is about, the host could attempt to alter the subject to something other than what your spokesperson wants. Sometimes, the host may attempt to bring up a controversial topic which you do not wish to address.
Although it may be tempting just to ignore the issue and simply say “no comment”, it is a terrible tactic. This response seems evasive to most people and suggests that a full answer would be bad PR for the company.
Instead, it is far more productive to learn strategies for steering the conversation back toward a more desirable topic.
One of the most common techniques taught in media training courses is “bridging”. This allows the speaker/presenter to bridge between topics. This might be done by using phrases such:
- “That’s great question. But …” here is the important issue.
- “I don’t know that information. But what I can say is …”.
- “I understand your concern, but our research indicates that …”
- “I’d need that information, but …” is what I do.
These bridging factors (and others) allow your spokesperson move smoothly from one potential problem area back onto more familiar territory. They can also give the impression that the interviewer has fully understood their answer.
Of course, your spokesperson can not simply get through a media appearance repeating pre-prepared phrases like a robot.
It is important that the spokesperson be on TV in order to make the brand more human and to help people connect with it. People will prefer to deal directly with someone than a faceless corporation. If your spokesperson appears warm and approachable, your business will also benefit.
Your speaker may find it helpful to practice some lines and soundbites beforehand, but they don’t want to sound too rigid. They should not use words that aren’t true to them and should not be embarrassed to be who they are (within the limits of broadcast propriety). ).
Your business can benefit greatly from a successful media appearance.
You can also make sure your spokesperson is ready for any type of interview by giving them the right training.