Why media coaching is the new media training

Media Training has been around for years, and spokespeople from organisations and companies are usually happy to learn or be reminded about how to deliver key messages, handle issues and survive an interview during a crisis.

Whilst most of the traditional training methods and advice remain relevant, the value of a generic media training session is now questionable.

The problem is that one size does not fit all, and whilst we can enjoy those insider anecdotes and snippets about other spokespeople and media luvvies that help make an off-the-peg media training session more entertaining, they are not usually relevant to a spokesperson unless they provide information or insight that directly relates to the individual.

If spokespeople are going to take the time and pay the cost of attending training sessions, these must provide a lot more than simply conveying generic information that can be seen and read online.

In our ever evolving audience-driven media landscape the opportunity and capability to communicate across an increasing range of channels and platforms means it is becoming more and more important to focus on the specific needs of individual spokespeople.

Audiences are savvy and wary about spokespeople needing to deliver key messages, and short attention spans mean that unless a spokesperson can communicate something that is relevant and memorable using the right language and tone, a key message might be posted, but not delivered.

A more personal approach to training means first helping each spokesperson to understand what the audience they are trying to communicate with needs and wants, and then how best they as individuals can empathise, interest, engage and motivate whilst delivering corporate or brand messages in a credible and compelling way. To do so necessitates coaching, rather than training

This is why MediaSmart has evolved a distinctive media ‘coaching’ approach, and developed proprietary tools and techniques that focus on a spokesperson’s personal requirements.

It starts with our online questionnaire, which helps us to plan a bespoke session for a client. This involves refining relevant training modules so spokespeople can be coached on their own or in small groups, but always be able to work with them on individual communication skills and learning.

Of course, we might throw in the odd amusing media anecdote, but only if it is pertinent to the needs of the spokesperson we are coaching.