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The Importance of Media Training for Leaders and Executives

April 27th 2023

In today's fast-paced and ‘always on’ digital world, leaders and executive teams regularly communicate with various stakeholders, including employees, customers, shareholders and — you guessed it — the media. Clear and compelling communication is critical to building trust and credibility, managing reputation and ultimately achieving success for the organization. However, without proper training and preparation, even the most accomplished leaders and executives can struggle to communicate effectively in high-pressure situations, which only become more stressful when the media is involved.

Through media training, executives and leaders learn to communicate effectively and interact with the media in both planned and unplanned situations. Media training covers a range of skills, including message development, interview techniques, crisis communication and presentation skills. After completing this training, leaders should be confident, effective communicators who can deliver their organization’s messages clearly and concisely, while also projecting confidence and credibility.

Media training is essential for all leaders and should be conducted regularly. Why?

  1. Protecting reputation. Executives and leaders are the public face of their organizations. Any misstep, misstatement, or perceived lack of transparency can damage the organization's reputation, which can be difficult to repair. Media training helps leaders to understand the importance of their role as representatives of the organization, and provides them with the communication skills for any situation while protecting the organization's reputation in the process.
  2. Building trust. Trust is critical in any successful relationship. Executives and leaders must be able to build trust with all their internal and external stakeholders. Media training provides leaders with the skills to communicate effectively and build trust and credibility along the way.
  3. Responding to crisis and issues. New challenges and crises are no strangers in today's fast-moving world. When a crisis hits, executives and leaders must be able to communicate quickly and correctly with the media and other stakeholders. Media training prepares leaders to handle crises with confidence and provides them with the skills to communicate clearly in high-pressure situations.
  4. Enhancing leadership skills. Effective communication is a critical leadership skill. Media training can help strengthen communication skills, including the ability to listen actively, empathize and respond appropriately to different situations. It can also help leaders develop their own unique communication style, which can enhance their leadership presence.
  5. Professional development. While interacting with the media can be stressful, media training can be a fun experience. Spending valuable time with senior professionals and hearing their ‘war stories’ all while practicing in a safe environment with your colleagues is a great way to improve your skillset. Think of media training as a dynamic way to develop new skills — or enhance current ones! — and an effective way to invest professional development dollars into your team.
  6. Staying relevant. In our increasingly digital world, combined with ongoing pressures by newsrooms and outlets to move faster than ever before, the media landscape is constantly changing. Executives and leaders need to stay up to date with the latest trends and techniques in media relations. Regular media training ensures that leaders are aware of the latest best practices and trends, and are equipped with the skills to communicate in any interview.

Media training is essential for effective communication — a skill that benefits all organizations and businesses. Regular media training can ensure that your team is prepared to communicate in any situation and can help your organization stay relevant in an ever-changing media landscape. Investing in media training is an investment in the success of your organization.

Looking to strengthen your organization’s communications? Contact Coast Comms to book your media training with Tamara and our new media trainers, Robin Stickley and Randene Neill.