CEOs and C-Suite executives may have the experience and expertise when it comes to handling the media, but they are not always readily available when an opportunity is presented. From tradeshow speaking opportunities to on-air interviews, B2B brands see the benefits when having a well-trained team to handle the press at any given opportunity. Learn more about how to ensure yourself and your brand are well-represented through media training below!
Communication
Media training teaches brands how to use their words, tone, and body language to deliver their message in a professional and powerful manner. Brands can build their confidence when speaking with the media, making it a powerful form of marketing and PR for any B2B business when trained properly.
- Verbal communication is crucial when it comes to speaking with the media. It’s easy to go off-topic or trip over your own words throughout an interview but knowing the brand’s key messaging and goals can help keep the conversation on track and the messages clear. Through media training, brands are given the opportunity to practice their interview skills and build their confidence with mock interviews.
- Body language is just as significant as verbal communication, especially when it comes to on-air video interviews. Without any training, interviewees can come off as unprofessional, simply by the way they are sitting. Hand gestures, posture, facial expressions, and eye contact are just a few of the body language indicators that interviewees practice during their media training sessions. These body indicators speak louder than words to not only the press but the brands’ target audience as well.
Though it is important to have the entire team up to speed on the brand’s goals and messaging, media training helps narrow down who is best suitable to speak directly with the media. An effective spokesperson remains one of a B2B brand’s greatest assets! With media training, companies can prepare the spokesperson properly when relaying the goals and messages of the brand. It’s important to consider the person’s credibility, authority, and expertise within the company when selecting the right person or people.
The brand’s key messages should be original, short, geared towards your audience, and highlight the key points of your product or service. By keeping your messages clear and concise, you can keep returning to them throughout the interview to reinforce your points.
Preparation
Between scheduled conference speaking opportunities and on-the-spot live interviews, preparation is essential. From understanding the brand’s goals and messaging to having all presentation materials readily available, nothing speaks louder to the media than being well prepared.
Journalists may ask challenging questions that end up putting the spokesperson on the spot. Media training prepares those for such difficult questions, so they are ready for any unexpected twists or turns in the interview. By preparing for challenging questions through media training, the spokesperson can feel more confident and in control during the interview. Lack of clarity around key messages or feeling under-prepared for difficult questions can increase the chances of being misquoted or saying the wrong thing during the interview. Media training helps avoid this possibility by teaching you clear, concise, and effective communication skills.
Meeting the Media
In the digital age, where information travels rapidly, B2B brands that understand the media and effectively engage with it can harness the power of communication to build their reputation, credibility, and business relationships. By strategically leveraging media interactions, these brands can create a strong market presence and remain relevant in a competitive B2B landscape.
While it’s important to understand the brand’s goals and objectives when dealing with the media, it’s also important for brands to understand the media. Knowing the media’s timelines, their topics of interest, or how they communicate, increases the chances of brand coverage. With proper media training, brands can stay one step ahead of their competitors!
While the journalist seems to hold the power in the conversion, you control the interview. The confidence and practice that comes with media training will make for a more comfortable conversation when dealing with the press. A strong rapport with the interviewer can lead to future projects or partnerships.
By embracing media training, B2B brands can transform even the most intricate concepts into compelling narratives that captivate audiences. It is a pivotal investment for B2B brands seeking to navigate the expanding landscape of modern business communication and the benefits are simply profound. As thought leaders in their field, brands can leverage media interactions to position themselves as authoritative voices, fostering trust and credibility among clients, partners, and stakeholders.
For a limited time only, those who sign up for our Smart Living Showcase or CES 2024 support by October 31, 2023, will be automatically entered to win a FREE half-day media training workshop with our Director of PR (value of $2,500).
Ready to ace your media interviews? Contact us today for more information on our must-attend training for company spokespeople!