To be or not to be media trained
on July 14, 2017
Have you answered a question in regards to your Company? Have you addressed and cleared up a mixed up to somebody interested in buying from you? Have you shared with anybody what your organization does? Well, you oughta be media trained for that.
Media training is an essential tool that, surprisingly, very few entrepreneurs possess in their skillset. According to this article by Marketing Week: “Just 9.4% of marketers and agencies believe their current media training programmes are at ‘satisfactory’ levels,”.
To be trained in this isn’t something that requires rigorous training for, but it’s an essential skill that every person who works for and speaks for a brand in particular, should possess. When we represent a brand, we are the voice of that brand. When we speak for it, we are speaking their vision, their values, they’re goals and most importantly, we are speaking to its audience. Attitude, body language, word choice and brand knowledge are musts we should keep in mind every time we have something to say of our brand. To be media trained for brand strategy means to have all the skills necessary to channel and keep consistent your brand’s voice and message as best as possible.
Marketers, sales persons, influencers channel their message constantly. It may not seem it, but being media trained and tackling issues of the brand does extend to social media platforms, even though its not a physically present interaction. But interaction does occur on these platforms, in podcasts and of course, in person to person interview, so keeping a consistent voice projects the professionalism of your brand. However is in person to person interviews where you will show your chops the most
Four essentials to execute when your brand will be interviewed, whether you’re the CEO of the Company of the new intern:
-Keep ahead of the interviewer: Be prepared, know your company, how it’s developing and future projections and aims. Don’t give space for uncertainty.
-Focus on your message: You’ll be asked plenty of questions, but you’ll be giving the answers. Have something you want to say and always keep in mind what you want people to know in the interview.
-Project through the lenses: Your brand is built on a whole identity and you should portray that. Use word choice that fits its voice. Your body language should not be a caricature of the brand, but for example, if your Company is in the entertainment business, say, clowns doing charity work on impoverished neighborhoods, smile a little. Crack a joke or two. Most of all let energy, a positive attitude and professionalism shines through.
-Focus on your audience: The interviewer is asking the questions, but always keep in mind you’re speaking to your audience. You may get personal questions, and by all means show who you are, but don’t stray from the main point. Also, use the right language. You wouldn’t want to keep up with the interviewer’s continuous slang use if your Company’s audience is mainly composed of mature, experienced scientists. In the same way, the person who’s interviewing you may have done a bachelor in biology, but if your Company is focusing on helping kids learn the basic of photosynthesis, don’t use heavy jargon. Focus on your audience, not on the interviewer.
In the same way, you may be asked about unfavorable news or any rumor surrounding the company. Keeping a calm and positive composure is ideal to ensure trust with your audience and those who want to know more about what your brand is. If your brand is experiencing weaknesses or is going through negative news, do not ignore the issue when you’re asked. Instead, address the issue head on and explain how the problem is being taken care off. Emphasize, if needed, how your audience will or will not be affected by that issue.
To address this types of instances, you must have a defensive strategy, so make sure to do these backers:
– Act soon: As soon as it reaches your ears. Don’t leave any bad rep, no matter how small, to gain momentum.
-Use every channel available: Defense doesn’t have to end in the interview. Diffuse your reaction through all social media platforms and include it in your newsletter to get a bigger reach.
-Tweak what is damaged, make it better: Always evaluate and change methods and processes accordingly so as to prevent more errors and mishaps.
Remember, your brand is ever-evolving with what happens in media. Always be on top of your how your audience is perceiving your brand and how you can better that perception. That’s what being media trained is all about.