Media Training Can Take Many Forms

I attended an interesting panel discussion over lunch today. One of the speakers was a crisis communications expert who knew his stuff. From the audience arose a question about the importance of media training in preparation for a crisis.

The panelist responded by touting the virtues of media training, both on a formal and informal basis. Formally, it can take the shape of a full day or half-day workshop, complete with video exercise interviews followed by playback and critique. As for informal training, he pointed out that even 5-10 minutes spent with spokespeople just before an interview can help shape a positive message, allowing them to practice the messages they want to impart. I like that last point since too many executives think of this type of education in too formal a sense.

I would have added one item to his train of thought: One media training workshop or a lone encounter just before an interview does little long-term good. I much prefer to view this educational process as a whole. The real value comes via a sound plan for lifelong learning which, naturally, can include both formal and informal learning opportunities.