People who contact the Fuzion Media Training team frequently feel embarrassed at having to do so and our answer to them is always the same, “why do you think you should automatically know how to do this? It’s a skill just like any other that has to be learned and mastered.”
I have seen the most experienced spokespeople and politicians fluff lines, panic under pressure and crumble in the face of harsh interrogation. I’ve seen guests come in to do an interview that could have gone out to one million people – but the piece (and worse the opportunity) was canned because they weren’t prepared. Fascinated by what just happened, I have also, where possible, asked them what they think just went wrong?
Without exception the answer has always been –”I didn’t think through or practice what I wanted to say before going on!”
There are no naturals in this business; very experienced TV presenters rehearse a script 50 if not a 100 times before mastering it. Most broadcasters are not better at communicating than the rest of us; they’ve just made a career out of practising their content and by extension perfecting their performance. They also receive constant and, let’s be honest, not always welcome constructive criticism from their production team.
You can work with a media trainer to adopt a similar approach and you don’t have to be facing an imminent broadcast interview to do it. Media now means much more than it used to, it’s not just newspapers, TV and radio it’s YouTube, Facebook, Twitter. You need the same media skills to succeed, no matter what the platform, and it’s our job and privilege to show you how.
Our media training includes:
Realising it’s all part of PR
If you have your own business, if you have something to sell, you need to be someone clients will like, know and trust. We encourage people to identify who their real clients are and how they can connect with them and knowing your clients means knowing which media to use to connect with them too.
You are your own best PR, and any opportunity to promote yourself will be an opportunity to promote your business. And if you don’t have any desire to be an entrepreneur, you may wish to highlight an essential cause or create a buzz about a charity project.
Whatever the reason, there are always times in life where you need to make the right impression. As a result, Fuzion offers media training both in isolation and as part of integrated PR packages.
Being clear on your USP and becoming visible
The very first thing to get people to be really clear on is their USP [unique selling point] and a surprising number of people struggle with this. We help you work out this essential information which we then use to build your core message.
We work with a lot of business professionals and when I ask them about their own qualities, they often say “It’s not about me; it’s the product that’s important.” I ask them to think about why they choose one shop over another and the answer is always they go where the person gives the best service. Of course personality matters. People do business with people they trust and they do so when they get to know the face behind the brand.
Showing you how not to be defensive
This is the make or break of most media interviews. It’s the journalist’s job to ask the questions you want to be asked but equally the ones you don’t.
99% of these questions are easily predicted but we hide behind the pretence that we didn’t know what we were going to be asked. As part of our service we’ll tell you everything you’re going to be asked and we’ll get you to complete a media grid which includes everything you hope to be asked, what you don’t want to be asked and the stories and examples you will use to back up what you are saying!
We’ll then put you through your paces in an intensive mock interview which leaves no stone unturned and which just like the broadcasters will be analysed in minute but always constructive detail! This coupled with some assertive responses will completely eliminate the temptation to get defensive.
Above all else media training will make sure you’re relaxed, memorable and quotable. It’s an investment in both your brand and yourself that will completely transform those opportunities when they come along.
Amanda Dunleavy
