My Executive Needs Media Training

If only the skills needed to be in front of the media automatically came with the title of CEO. Some do have it, but most need the help. And they need to know that getting persuadable messages to target audiences through the news media usually has a much more credible impact than advertising. As The Media Trainers® points out, most CEOs become more adept at handling reporters after they learn how to "own" and effectively deliver their key messages.

1. A poorly executed CEO interview can un–do the benefits of expensive ad campaigns.

   Ad campaigns are great. You get complete control of the way your message is conveyed. The media offers even an even more powerful platform for giving your company credibility, but lacks the same level of control as advertising. News interviews offer positive upside when the CEO knows how to present the message in a manner that meets both his/her and the reporter’s needs.

   One bad interview by the CEO can torpedo millions of dollars in advertising.

2. One day of a CEO’s time spent in media training will pay for itself many times over.

   The most important element of media training for the CEO is that it gives them the tools to efficiently and effectively develop and deliver message agendas. Even high–profile CEOs who haven’t been through media training get mired in detail, tongue–tied and frustrated (which, by the way, many reporters love).

3. Knowing who is doing the interview makes all the difference.

   CEOs must adapt to that important variable. A reporter for a trade magazine can handle much more intricate detail on your company than a TV reporter. While trade press will solicit and make use of industry jargon, print, radio and TV reporters will be listening for simple comments and short anecdotes. They’ll paraphrase, and if a concept is too complex, they’ll simply leave it out.

4. CEOs should realize that an interview is NOT a conversation.

   Yes, it has all the characteristics of a conversation. But it’s really a "message delivery environment." Your CEO is there to get a point across, not chat…and not necessarily to meet the reporter’s agenda. If you want your messages reported your way, CEO’s need to understand the interview environment and how to respond to questions responsively, but on their terms.

5. It’s OK to be nervous.

   A little nervous energy can give you an edge. Preparation and some anticipation usually trump being complacent. If you’re an energetic person, let that passion come out during an interview.

6. Body language speaks as loudly as words.

   A CEO’s verbal and non–verbal messages have to be synchronized. Body language and your words must be mutually validating. If it comes down to whether to believe what you’re saying verbally, or your body language, those non–verbals are much more convincing communicators. Lean forward in the chair, smile (or at least have a pleasant, welcoming look), maintain eye contact with the reporter. If you typically use your hands when you talk, then let that happen. Be natural and engaging.

7. The Media represent the ultimate business development tool, so invest in it.

   The fact that your interview is used in a story in the "editorial" side of the news outlet, not in advertising, automatically gives it a more credible foundation. Invest time and resources now, developing relationships with reporters so they will know and understand you better before the next interview opportunity presents itself. Reporters are under intense deadline pressure and will take the path of least resistance when developing stories. If you are a good source, they will gravitate to you. And the better they know you now will pay dividends in times of crisis.

The Media Trainers® has worked with dozens of top executives across many industries, applying insider knowledge to bring out the best in CEOs.