With more digital outlets, businesses are regularly in the public eye. Whether through news media, social networks or word of mouth, a company’s public perception can change in the blink of an eye. Businesses must invest in media and ambassador training to cultivate a positive brand reputation. This ensures that representatives can effectively communicate a brand’s message and avoid potential crises.

Now, you may be asking yourself, what even is media and ambassador training? The answer is simple. It’s a training session that equips your spokespeople and executives with the skills and knowledge to handle planned interviews and any unexpected requests for comment. Here are a few things you can expect to take away from a training session with Obsidian.

The importance of effective communication 

Clear and concise messaging is key in any interview. Media training ensures that all spokespeople have a consistent plan to deliver the company’s message and core story details in a way that speaks to the audience. 

The role you play in brand representation

Every interaction employees or ambassadors have with the media (or any public group) reflects directly on the brand. By equipping team members with the skills to speak to the press, companies can ensure everyone representing the brand speaks in one voice. This creates a unified identity and strengthens the company’s reputation. Equally as important, your training session can clarify who should not speak with a reporter. While every staff member is an ambassador, not every person is the right source for a story.

The tools to navigate crisis management

Crises are often inevitable, but how you respond is within your control. Media training can prepare your spokespeople with strategies to remain calm, navigate the hard questions and clearly convey your message. Ensuring all of your spokespeople are media-trained can also help prevent potential crises. 

Investing in media and ambassador training is essential for any business building and maintaining a positive brand reputation. It empowers your spokespeople to convey your organization’s message confidently. By giving your team the skills for successful communication, you strengthen your business’s reputation and credibility in a fluctuating digital landscape.