Best Media Training Tips for Business Owners

In late 2003, presidential candidate Howard Dean was a front-runner for the Democratic nomination, enjoying grassroots popularity and left-wing support for his opposition to the Iraq war. And then, in a campaign speech, the former Vermont governor let out a high-pitched scream. The “Dean scream” aired 633 times over the next four days, and the Dean campaign collapsed shortly after. Analysts are hesitant to claim causation, but it’s never a good thing when your media blunder has its own Wikipedia page.

Media coverage can make and destroy politicians, and it can do the same for businesses. Thankfully, you can use media training to maximize the positive effects of press attention and reduce the likelihood of negative coverage—and a little expert advice can help you do it right. Read on for nine tried-and-true tips from Sophia Aitmoussa, director of public relations at LaRue PR.

What is media training?

Media training is the process of coaching public-facing figures on the best practices in communicating with members of the press. It can help business owners and executives polish their messaging, appearance, tone, and non-verbal communication techniques. Media training is standard practice before delivering prepared statements, participating in print or broadcast media interviews, and speaking at press conferences.

Why is media training important in business?

Media training helps you promote positive media coverage, which can improve brand credibility, brand awareness, and sales. It can also empower you to avert public relations crises: When you know how to effectively engage with the press, you minimize the chances that a communication error will damage the reputation of both you and your business. If you’re already facing a public relations crisis, media training can help you regain control of the media narratives around your company.

“Media training is always a good idea,” says Sophia. “It allows the person being interviewed to be prepared and polished without sounding too rehearsed.” She adds that media training can help communication novices build confidence and avoid the pitfalls of saying too little or too much.

9 tips for successful media training

1. Research the outlet and reporter
2. Distill your message
3. Request questions in advance
4. Practice on camera
5. Dress to impress
6. Conduct mock interviews
7. Stay on message
8. Read your audience
9. Bring in expert advice

Talking to the press can be nerve-wracking, but great media training can help you feel (and appear) confident, all while cultivating positive conversations about your brand in the public sphere. Take a look at these nine practical tips to help you plan for your next media engagement:

1. Research the outlet and reporter

For Sophia, the first step in interview preparation should be researching the journalist you’ll be speaking with and the publication or channel they work for. She suggests looking into the writer or producer and the general tenor of the content they create. You can use the reporter’s previously published content to predict questions and story angles, allowing you to formulate responses ahead of time.

“Media training is really about preparedness, so it means taking a look at the brand, founder, and story from all angles,” Sophia says. “Often this can proactively turn up any potential PR issues or hurdles and allow for strategy development.”

Knowing a publication’s audience and political or ideological slant can also help you prepare your messaging. The CEO of a wool goods brand anchored in ethical treatment of animals, for example, might review a reporter and their publisher’s previous coverage of the wool industry and animal welfare to anticipate potential criticisms.

2. Distill your message

Before a media interview or speaking engagement, determine the message you want to communicate about your company and develop four to five key message points that support or substantiate that message.

“For a newbie that is talking to the press for the first time, this is a chance to establish clear messaging and identify the most salient or important talking points,” Sophia says.

Let’s say, for example, you run an ecommerce clothing company, and your main message is, “Our company is committed to environmental and social good.” Your talking points might include your company’s community give-back programs, the sustainably and ethically sourced fabrics you use in your clothes, and the living wages you pay your manufacturing workers.

Write your talking points down, and make sure to keep them short. A program-related talking point might read, “Our partnerships programs contributed more than $50,000 to local nonprofits across the country last year,” for example. Brief talking points are easier to memorize and help you focus your interviewer on the most important information. Be prepared to provide more detail if needed, but don’t lead with too much information.

3. Request questions in advance

“Request questions ahead of time,” Sophia says. “Sometimes media won’t want to share in advance, but it doesn’t hurt to ask.” If the outlet does share questions, use your talking points to outline responses. The reporter might mix things up during the interview, but focusing on the points you want to communicate can help you deal with any surprises.

4. Practice on camera

If you’re preparing for on-camera interviews, practice by recording yourself speaking. Review the footage, paying attention to not only your words but your body language and facial expressions. In general, you want to maintain good posture, make eye contact with the interviewer, and smile or nod when listening. If a television crew is coming to your workspace, choose a professional, uncluttered background, and test several options on film.

Remember that your goal is to convey a confident, authentic presence. Use recordings to spot issues ahead of time, like a tendency to frown when listening or a distracting blouse pattern. But don’t pick apart every detail of your performance: The easiest way to seem authentic is to be authentic.

5. Dress to impress

Choose comfortable clothing that allows you to sit, stand, and walk with ease, and make sure your attire matches the tone of the occasion and reflects your brand personality. Avoid busy patterns, wobbly heels, and skirts or dresses with a tendency to ride up.

6. Conduct mock interviews

Delivering prepared talking points in the mirror isn’t quite the same as responding to a human interviewer. Ask a colleague or friend to lead a mock interview, and treat practice like the real deal. Have your interviewer surprise you with a few difficult questions, and if you stumble or misspeak, practice staying calm and getting back on track.

7. Stay on message

Don’t let an interviewer drag you off topic. Your goal is to stick to your key points. Remember that any question is an opportunity to communicate your key messaging. When you’re faced with a question you don’t expect, focus on what you want to communicate. Before the interview, you can practice segueing into your talking points from various topics.

8. Read your audience

Pay attention to your interviewer’s body language. If you sense confusion, pause and restate your point using different words. You can also ask your listener, “What are your questions right now?” and take the opportunity to clarify or add context to previous points.

9. Bring in expert advice

“If there is any potential for negative coverage or crisis PR, consider hiring an expert to assist,” says Sophia. Media relations professionals have knowledge of the media landscape and expertise in navigating tough news cycles. They can recommend response strategies tailored to your specific situation and can help you secure and prepare for additional interviews as needed.