Boosting your Performance with Media Training

It could go down as the worst interview in the history of the NRL, but Darius Boyd’s disastrous media session at Wollongong in August 2009 serves as a timely reminder of the irreparable damage a poor media performance can have on an organisation’s reputation and image. Click here for the full story.

So where did it all go wrong?

Boyd’s short one word answers were hardly effective in generating and securing media interest. Due to Boyd’s sub-standard performance some journalists have decided not to dedicate media coverage to the St. George NRL team this season, with one journalist conceding it was a 'waste of time'.

Even if your company is not as high profile as the NRL it is still essential to undertake media skills training.

To gain publicity in any area you must make the effort to establish good relations with the media.

How to turn a threat into an opportunity:

Although the media has the power to sway public opinion this should not be seen as a threat. Media attention also provides the opportunity for alert organisations to send the right messages to their target audiences.

Positive media exposure is of far more benefit than paid advertising. A positive interview will help re-establish your organisation’s image and goodwill amongst your target publics.

Dos and Don’ts for working with the media:

Dos:

  • Be a reliable source of information;
  • Be as cooperative as possible;
  • Be available; remember journalists often work shifts;
  • Find out who might report your organisation or cause and ‘cultivate’ them;
  • Build up favour with specific journalists by giving them exclusive stories;
  • Know your organisation! Always ensure that you are up to date with company policy and understand the appropriate stance to take on important questions;
  • Always give direct and honest answers to journalists questions; and
  • Use short sentences and positive words

Do not:

  • Never provide false information or tell only half the story;
  • Do not repeat ‘facts’ or opinions which have come to you second-hand; check the accuracy of your sources;
  • Do not use clichés;
  • Do not get heated even in print – your tone can still be picked up and reported by a journalist;
  • Never take a media call out of the blue; tell the journalist you will call back and take this time to gather your thoughts

If you think your organisation requires media skills training please do not hesitate to get in touch.