Traditionally, only C-level executives were put through the rigors of media training. After all, they’re the ones at the top of the food chain and most likely to speak as company representatives, right?
However, more companies—especially larger ones—are finding that some basic media training makes sense for employees at other levels too.
Beyond the C-Level
Big announcements, such as company mergers or responses to crises, naturally require a C-level presence and voice. And while these executives fully understand the business’s “big picture” from a competitive, visionary, and financial standpoint, they aren’t always the subject matter experts that specialized media often look for in order to take a deeper dive on a technology innovation or product.
This is why it can be beneficial to identify and train others to function as spokespersons at other levels in the organization. Product managers and salespeople, for example, make good potential candidates because they’re in the trenches daily. They’re closest to the customers’ pain points and can effectively “talk the talk” about product details. They also have a firm grasp of the market, something increasingly important as companies verticalize their solutions.
While a mainstream interview with the Wall St. Journal or Forbes would still be the CEO’s job, other SMEs could become the point of contact for an industry-specific publication.
Identifying the Right Spokesperson
Be aware that not every SME makes for a good product-level spokesperson. In fact, it’s much easier to train someone on subject matter than it is to make them into a good speaker, especially if talking in public or on the record with media is outside their comfort zone.
Ideal spokespeople have several common characteristics: they’re confident, enthusiastic, friendly, comfortable in their own skin, and they’re able to roll up complicated topics into something a business audience can understand. The natural ability to easily converse is required, and that’s what media training can help to augment and refine. But job one is identifying the right candidates.
Also, remember that media training isn’t useful just for media interactions—it helps prepare people for presenting in general. Because it makes them better speakers, media training can also help enable the right employees to serve as panel participants at trade shows, or as guest presenters at user conferences and professional groups.
This is important, since finding those employees with potential and providing them with proper media training can help extend your company’s reach. With others to share the role, speaking responsibilities will no longer be contained to just the C-level.
Messaging: A Big Component of Media Training
Although messaging isn’t media training per se, it is a big part of it—in fact, it’s at its heart. Those who go through media training learn to rely on “talking points” that help them know what to say and how to respond to anticipated questions, including the hard ones.
Even employees who don’t receive media training should have access to their company’s most recent messaging. From the executives of a consumer tech company all the way down to its employees that assist customers at the retail level, for instance, knowing what to say and how to respond to inquiries can ensure accurate, consistent, and up-to-date communications to all audiences.
If you’re thinking about media training for better interactions with the press, or if you simply need help creating and refining your company’s “talking points,” we can help. Our team at Carabiner includes professional media trainers and veteran writers who can ensure you know what to say and exactly how to say it.