With the prevalence of
tweets,
iReports and Gossip Girls, the ability to communicate your brand’s message confidently and succinctly is more important than ever.
Gone are the days when conveying the company’s message was reserved for the spokesperson or public relations executive. With the proliferation of blogs, Facebook pages and YouTube channels, anyone can be a brand representative.
This new online landscape has changed not only the way our society obtains and responds to news, but it also increases the importance of media training.
While every employee may not find themselves in front of the camera for a media interview, it is still important to coach your entire staff on being message savvy. Minimally, make sure that all employees can give a similar, simple answer when asked about the company.
By taking the time to analyze your company’s approach and message to the media and general public, you and your organization will be able to:
- Enhance the general knowledge of your company and brand.
- Deliver short, on-target messages, which will increase your chances of being quoted correctly by a news source.
- Portray self-assuredness that will in turn present your company in a positive light.
- Become known as a go-to source for short, clear and educated answers.
- Deflect a negative story by being prepared for all questions.
For the CEO, media representative and others that will be interviewed by the media, a great way to prepare is to practice in front of a video camera to watch the interviewee’s interactions, both through words and actions. Role play an interview, focusing on giving concise and honest answers. At the conclusion, replay the interview and ask the following questions:
- How long did it take to get to the point?
- Did the interviewee stumble over words?
- Did the message portray a clear representation of the company and its goals?
- How were negative questions handled? Did the interviewee come off friendly and positive or defensive?
- Did the interviewee stay on target or was there a tendency to ramble?
- How were the nonverbal cues? Did the interviewee use their hands too much or look away from interviewer?
The message matters. Whether it’s a formal interview on a major TV station, a funny video for your company’s
YouTube page or a Twitter update of 140 characters, it’s up to you and your company to be prepared. By taking the time to practice pitch and delivery, your organization will build strong messages that are viable for a variety of channels.