"There's no one who wants this over more than I do - I would like my life back,” said Tony Hayward, CEO of energy company BP, that’s dealing with the biggest oil spill in history, in response to finding a way to stop the spill. Hayward has already been dubbed "Wayward Hayward" by the media for his interview gaffes because even when he says very little, he gets it all wrong.
Examples like these prove that it is extremely important to have extensive media training before speaking to the press about any issue. This involves knowing how to effectively communicate with the press and news organizations to get your desired message across to the public. This is especially important during a time of crisis, because one needs to understand a news organizations’ needs and how to respond to the media, while at the same time protecting your company’s reputation.
There are many options for media training but regardless of the supplier, there are a few things that are critical to a media relations training program for the training to be worthwhile. Some tips include:
-Know how to handle interviews. Whether they are via telephone, email, or in person, knowing how to handle interviews is vital to the survival of any media spokesperson. This will allow for more effective communication, protection from not saying something stupid and always being on target to gain more coverage for the company.
-Spoon feed the media. The end goal is to cater to the media so that your news and company information has a large share of coverage in the article. This includes giving them press releases, backgrounders, images, videos, audio sound bytes and media packs to ensure your messages are communicated in the way you want them to be.
-Say what you want to say, and do so your way. It is important to exercise some control in interviews. This allows you to stay on message and make sure you are able to express your points without being overshadowed by journalist opinions. This also ensures you can answer questions the way you want and that the information you release is what you want, not what the media wants. Never say “No comment” or speak ‘Off the Record.’
-Pick an appropriate spokesperson. Especially in a time of crisis, the public wants to see an individual directly related to the situation speaking to the media. A senior representative in the company that has excellent communication skills is necessary to speak on behalf of the company.
A perfect example of someone who has been media trained to get their message across was Michael Howard when he was interviewed regarding the prison service in May 1997. Although he was relentlessly asked the same question by the interviewer, Jeremy Paxman, Howard was able to work around the question and give an answer he wanted to give that best represented his position on the issue.
Howard demonstrated a key media training tactic known as ‘ABC:’ Acknowledge, Bridge and Communicate. This method encourages the interviewee to take initiative and control the interview. One should acknowledge every question without necessarily answering it. For example, you may acknowledge a question by saying: ‘That’s an interesting point, but more importantly...’ Phrases like these create verbal bridges from which the interviewee can then communicate their key messages.
Overall it is important to know how to work with the media because they are your free advertising source, yet they can also be detrimental to your company’s reputation if not presented with solid information. It is their job only to report on a story, not to give free, positive, publicity to your company. They don’t work for your organization and as such, do not always want to print or broadcast the full story. It is your job as a well-trained media spokesperson to get a message out that best showcases your stance and positively represents your company.
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