If you visited Chat GPT and asked the engine to share media relations and interview tips, it would provide some generally applicable, well-meaning recommendations. While that could suffice for an interview with your local high school’s editorial board, it won’t cut the mustard when you’re face-to-face with a reporter who’s on the case. And even then, high schoolers can be brutal (and forget about professional decorum; they’ve not taken journalism ethics yet!). So, what differentiates good media training from general advice you can find through your favorite AI chatbot? Several things set a custom media training strategy apart – and I can walk you through them. 

Good media training is brand-specific

In the same way a general author or content generator could write a “best man speech,” neither of those two entities could write YOUR best man’s speech. Strong media training presentations are rooted in your organization’s language and ethos. It takes into consideration years of media coverage, history and cultural context. It is measured and focused on success for your brand – not just general success in making it through the interview. A trained PR team can provide not only ever-present tips and guidelines but also specific response strategies that are relevant to your organization. 

Good media training is refreshed regularly

Reporters in your target outlet and industry change regularly. New leaders fill roles and shift conversations in your market. The national economic landscape undulates. These factors impact how you’ll approach an interview, the talking points you’ll emphasize and the goals you’ll carry into the conversation. Think about your media training like a football game plan. Sure, the fundamentals of passing don’t change from game to game. But your routes will change based on your opponent’s defensive tendencies. Getting behind the ball in an interview can happen quickly if your media training isn’t reflexive to your environment and refreshed regularly. 

Good media training anticipates pitfalls

A meaningful media training session will balance both what you want to cover and what you want to avoid. A challenging interview dynamic can quickly turn down a path you want to avoid. Your media training should help you identify when this is happening and equip you with the tools to redirect. Beyond general interview stumbling blocks, your media training partner should provide recommendations to help you handle your personal media challenges. You may have difficulty sitting in silence if there is a lapse in questions. Or, you may use jargon that confuses audiences. Your media coach and training session should focus on not just holistic strength but your specific areas for growth. 

Good media training is opportunity-bound

If you have a PR partner on retainer, they can prepare you for media interviews broadly and specific, singular opportunities. Even if you’re confident in discussing the topic, you may not recognize some of the nuances and histories a particular reporter brings to the conversation. A PR practitioner takes all of the variables into account and can provide you with a guide to succeed in this specific conversation. 

Good media training creates a strong position – not necessarily a “good” story

You have to take some interviews knowing the outcome may not be what you want. This happens in crisis dynamics often. We tell clients that not speaking to the media allows someone to speak for you. Even exceptional media training and an intense interview cannot change the realities of a crisis or bad situation. In these events, media training will focus more on positioning for forward progress – not on generating a “good” story. You can’t talk your way out of a mistake. But, you can publicly position yourself to become stronger on the other side. 

So, are you ready to transform your media training from generic to fantastic? Our team is equipped to prep (and re-prep) you to help you hit the right note when you’re next in the spotlight.