Media Potential News

360 Media Training – It’s not about Spin

I recently met a senior executive who told me he didn’t need media training because he’d already done it… some years ago… in London.

As if that’s it. Like learning to ride a bike… you tick that off and move on.

The media industry has been turned on it’s head over the last few years and while the media continues to evolve – it seems media trainers have not.

Once upon a time media training was essentially about finding your “grab”, learning to pivot to your key message and understanding the dangers of speaking around live microphones.

They are still important, but there is so much more to consider when you deal with journalists in the 24/7 digital news era.

What makes news, how it’s gathered and reported is very different to what it was even 5 years ago.

What even is “the media”?  Well, it can be one person armed with a smart phone.

Like the journalists themselves – you need to be agile. You need to understand how you fit in to the story. You need to know what they want – why they want it and how to give it to them – or not.

Media Training isn’t about learning spin.

We take a 360 approach to all our Media Potential workshops and ensure the communication basics are strong. That means clear speech, accessible language, understanding your audience and confident, sincere delivery…  And most importantly, does all that align with your personal and professional values?

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