Five Questions to Ask Before Hiring a Media Trainer
by Christina McKenna
Whether your organization is facing a crisis, or you’re just hoping to score some positive press, it’s smart to make sure the person talking to the media is prepared to look and sound great when the pressure is on.
In some situations, an investment in quality media training can save your organization a fortune in future legal fees. In others, it can yield huge returns by helping you win over new customers, fans, or followers. So investing in media training is wise. But the process of hiring a media trainer can be overwhelming if you’re not sure of the questions to ask, much less the answers for which you should listen.
Here are five key questions to ensure you get it right.
What’s the goal? If the stakes aren’t high and you simply want someone to walk your team through a PowerPoint of media dos and don’ts, you may be able to handle media training with in-house staff or rely on your PR firm. But if the stakes are higher, you’ll want experts who can help set a winning strategy and ensure you’re ready to execute it.
Does my trainer have actual media experience? No one understands the mindset of the media more than those who’ve been in the morning story meetings, asked the interview questions, and made editorial decisions on deadline. If you’re serious about getting the team trained, look for a firm or trainer with media chops.
Does my trainer have experience outside of media? Though media experience is important, you’ll want a trainer who can also understand your goals and relate to the needs of your organization, not simply instruct you on how to make reporters happy. So, consider whether the trainer has experience on both sides of the microphone.
Who else has the trainer trained? While it’s not essential that your trainer has worked with organizations identical to yours, you do want a company that has had clients similar in size, industry, and needs Check to see if your trainer has experience relevant to your needs.
Will we get on-camera practice and coaching? Even if you’re not facing an on-camera media opportunity, you’ll want on-camera training for your executive or team to simulate the pressure of a media interview. In addition, nothing is more instructional than that video tape playback. So, be sure to ask if on-camera training is part of the package.
Finally, know that most media trainers aren’t paid by the hour, but rather on the value they provide. The good ones have spent years perfecting their techniques and condensing what’s most important down to a few hours of training, so your team members are ready to shine when the pressure is on. Ask up front about the fee, and weigh that against all you have to lose or gain when you step into the spotlight.
Give it a try and let us know how it works for you or what else has worked better. For more great ideas and rock solid tips on communication, visit bluestoneexec.com or give us a call at 248.514.7085.