You are standing in front of a bank of microphones and wall of TV cameras. Your words and how you express them will influence how the public, elected officials and employees view your organization. A lot is riding on your performance.
Even though the stakes are large, many spokespersons wing it. They enter the pit without any training and often without a realistic appreciation of the chaos they will encounter. They are entering the lion's den as bait.
Media training is intended to prepare spokespersons — and their bosses — to deal with the news media, cope with the pressures of social and digital media and manage the flow of information to a variety of external and internal audiences.
If crises are opportunities to demonstrate an organization's core values and enhance their reputation, then preparation and continuous practice are essential. Here is what media training should cover:
Effective media training isn't like a lifetime vaccine. You need to undergo it more than once. Experienced spokespersons routinely tune up before a known major event or periodically just to keep their skills at the sharpest edge.