Glyn Yarnall

Media training on a budget

Often seen as the domain of the corporate world, media training can be an asset to any organisation that wants regular communication with press, radio and TV. But isn’t it all just about making the odd phone call and chatting about what’s new?? This article explores the benefits of affordable, DIY media training to help achieve media success.

More than just a press release

Media relations is exactly that – an ongoing relationship that benefits both parties. This may take the form of regular meetings to formal press tours and briefings, all within the reach of anyone who has a passion for their company, people and industry.

Whatever the size of your company, there any number of situations that can trip you up. Here are just a couple of scenarios to consider:

An employee takes a call from a journalist and gives a well-meaning but unauthorised quote that is taken out of context. This could take the form of a few comments responding to a competitor’s product announcement – resulting in a very public battle of words between the two companies. Alternatively, an off-the-cuff remark about your latest financial report can cause your shareholders to make a beeline to the CEO’s office!

Whatever the storyline, these ad hoc conversations risk becoming a setback for stakeholder, press and employee relations and so a good starting point is to assess your current situation. A review may come up with such comments as ‘we have no media relations’ or ‘we make contact sporadically through press releases’ through to ‘we generate a lot of activity but don’t seem to get much traction’.

If your media relations is approaching anything similar to these situations then low-cost (even free!) internal training is worth consideration. First off, decide who has the company knowledge, authority and persona to carry off such a critical role. Don't assume that the most senior exec is automatically the best choice - faced with their first press interview, an otherwise seasoned CEO can 'freeze' as good as anyone! 

Control the messaging

Next, plan and schedule your messages for the coming months and even years. This provides a controlled platform from which to review potential topics suitable to take to the press. These will be split across a number of options - press releases, white papers and articles - covering whatever you're comfortable with e.g. new products, company perspective on new technologies or your analysis of current trends.

The editor's view - just ask!

Using these themes as a basis, consider approaching a local editor to do some role playing with you. You will be surprised how cost-effective this half-day can be, as your elected spokespeople get the chance to, yes, get it wrong – but at least behind closed doors!

By asking the editor to ‘dry run’ an interview, you will also be able to assess who enjoyed the whole thing and would be a safe pair of hands at the next trade show, product launch or just a regular ring-round of targeted journos.

The editor can also help your team understand how the media works and what they are looking for from a story– remember, they are not the enemy! Armed with this insider perspective, you are in a much better position to start that communications program.

Hit the road

Next step is to define the magazines and web sites who carry stories and news relevant to your indsutry sector. A quick trawl around the web will soon build up into a contacts list of editors and journalists (including freelancers).

A quick phone call will introduce you and your company, while opening a dialogue on what topics are hot. By adding each journalist's needs and interests into your schedule you will soon be kicking off a disciplined communications campaign.

In future articles I’ll go into some of these initiatives in more detail, such as the different types of media and their uses, press relationships and how to keep them going, plus the importance of preparing answers to tough questions!

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