Get journalists and comms professionals in one room and you can count on a lively, if not downright spirited conversation. We need each other to do our jobs, and most of the time we all get along just fine, thank you. But there are occasional disagreements and differing points of view. The pros and cons of media training are always good fodder for discussion and debate among those of us who prepare spokespersons and those who interview them.
The Central Ohio Public Relations Society of America recently hosted a lunch for comms professionals, with news executives from the Columbus NBC and ABC/Fox stations among the guest panelists. I had to ask: what do journalists think of media training?
So, what say the panel?
Rodney Dunigan, Assistant News Director at ABC 6/Fox 28 is not a big fan, expressing a concern that it can lead to sources being less than open and honest.
Denise Eck, News Director at NBC 4, is less concerned about the concept of media training, but pointed out the problems associated with overly trained spokespersons who deliver nothing but canned soundbites.
One of her former NBC 4 reporters, Adrienne Robbins now works for a comms firm. She recalled interviewing sources who were too controlled in their responses. “Reporters can see through the over-training and are turned off by it,” she said. “They won’t trust you and may not include you in the story.”
Despite the criticism, the journalists acknowledged they do appreciate spokespersons who are prepared and deliver clear, concise answers. I call them “news nuggets” in my training program. You can read about crafting perfect news nuggets in this Tip-off.
That, in fact, is the real purpose of media training. I teach clients their job is to help journalists do theirs. That requires answering questions and giving them useable quotes and soundbites that include the organization’s key messages. Yes, there are times when a spokesperson should not or cannot answer a question. However, there are effective ways to avoid addressing troublesome topics, which I cover in this Tip-off.
Beyond facts, figures and soundbites, Ms. Eck noted that there is a cosmetic aspect of video interviews. “It is a good idea to practice beforehand and train people to be at their best and look their best,” she said. “And some bald heads just need some makeup!”
That’s something on which comms professionals and the media can certainly agree!
Message me today to book an in-person or virtual media training workshop that will help your spokespersons – not their bald heads – shine in their interviews.