Sherpa Communications

Why media training is a must for every organization

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Whether your company is a multinational corporation, non-profit organization, start-up or an SME, you need to connect with the public to get your brand out there. If you want to have an active engagement with your customers, then the spokesperson needs to be active across all platforms informing the community about what you do, how you do it, your brand values and where you aim to go. From each of these questions arises several others — ‘How do we choose the right spokespeople to highlight different aspects of the business?’, ‘What are the core values of our company?’, ‘What are the key messages that we would like to put across?’, ‘What kind of audience are we targeting?’, ‘What is the right way to talk about my business?’. This is precisely where media training becomes essential.

Typically, spokespeople are quoted in newspapers and magazines, share their thoughts on social platforms or participate in media interviews on broadcast mediums, like radio or TV. If you are wondering why your company’s spokespeople need media training, take a look at some reasons and the pros of getting it done right:

People affect the bottom line

An organization’s spokesperson impacts a company’s reputation. According to a recent KRC Research report, 63% of global executives believe that their company’s market value is tied to its reputation. In the UAE, 73% of executives believe the same and that reputation management is crucial for any business. The report mentions that companies accept that market value is influenced by various factors, including how the spokesperson(s) is perceived and how the company’s key messages come across through them. With such a high value given to spokesperson perception affecting market value, it becomes pertinent to consider a media training for official spokespeople.

Universal message

Positioning your company’s spokespeople as thought leaders in their area of expertise means that the spokesperson should have the skills to respond to any questions with confidence and in-depth insights while also communicating the ethos of the business concisely and positively. With appropriate media training provided by a professional PR agency in Dubai, every spokesperson within a company can define their ethos and align with it representing a unified stance. If your company is going through a crisis, media trained speakers will be able manage the situation confedently.

No surprises

With video being the fastest consumed form of content, broadcast interviews are more commonplace today. These can be daunting, especially to those who are inexperienced with the media. When being interviewed, several situations can lead you astray from your message. Media training informs you on what to expect and how to deliver your key messages with every answer you give. It also prepares you for various mediums of journalism — print, digital, radio and television, each of which have varied & specific requirements. You will learn how to use your words, tone and body language in a manner that is clear and leaves a strong impression. Additionally, if the media comes calling for a comment on any new development in the business, a trained spokesperson will know exactly what to say and how to deliver the key messages.

Navigate the media

The key purpose of any media interaction is to leverage media channels and create an impact. It’s not about avoiding negative or difficult questions, proper media training is a powerful tool, which ensures that a company’s spokespeople can communicate the essence and image of the brand. It teaches you how to maintain your composure and manifest the result that you desire from the interview — if you’re confident about your message, you can navigate the interview in the direction you want.

Play to strengths

Every spokesperson brings a different perspective to an organization; with media training, a spokesperson can focus on their strengths, without getting overwhelmed with information and delivering the key messages instead of just replying questions.

Once you’re confident in your choice of spokesperson, leave the rest to us. We’ll play to their strengths and help them gain more confidence with every interview.

At Sherpa Communications, a B2B focused PR agency, we have years of experience training spokespeople with varied levels of understanding of the media for different mediums. If you want to showcase your business in the best light, media training is an absolute necessity. With proper training and preparation, instead of letting your nerves get the better of you, your business will be seen as a trustworthy company on the market.

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