by Broadcast is a complex space within the media landscape where a single misstep can live on for days, weeks, or even years. For PR professionals, corporate executives and organizations navigating this terrain, media training is an indispensable tool. It’s not merely about learning to speak in front of a camera—it’s about crafting a compelling narrative, managing unexpected questions, and safeguarding your reputation.
In-Person vs. Remote: Adapting to the New Normal
While in-person media training offers the advantages of an immersive experience, remote training provides flexibility and accessibility. A comprehensive media training program should incorporate both formats. In-person sessions can focus on body language, eye contact, and the nuances of live interaction, while remote training can emphasize handling technical challenges, managing distractions, and maintaining engagement in a virtual environment.
This balance is essential because the shift from traditional in-studio interviews to remote interviews mirrors broader changes in the media landscape. Traditionally, interviews were conducted in-studio, creating a more controlled environment. However, the rise of technology and a post-pandemic world have enabled the prevalence of remote interviews, where guests can appear via video link from anywhere in the world. This shift has introduced new challenges and opportunities for communicators, making it essential for media training to encompass both in-person and remote interview scenarios.
While remote interviews offer the convenience of appearing from anywhere, they can also present technical challenges like poor internet connections or unexpected software glitches. On the other hand, in-person interviews provide a more controlled environment but can limit the range of guests due to geographical constraints. A well-rounded media training program should prepare communicators to navigate both scenarios effectively.
Learning from the Best and Worst: The Power of Video Analysis
The media is replete with examples of both exceptional and disastrous interviews. This CNBC interview with BCA Research’s chief strategist highlights elements of a good interview. Not only does the strategist do a good job at incorporating his firm’s view and formulating a clear response by headlining with a thesis and then following that up with evidence and context – but he also doesn’t shy away from scratching beyond the surface and going against popular opinion.
Conversely, this CNBC interview shows a flustered investor when he was asked “What does the company do?” regarding a trade he had recently made. Due to a lack of preparation, this guest suggested he was experiencing technical difficulties and was unable to answer the question.
Analyzing these clips with trainees can be an invaluable learning tool. By dissecting successful interviews, trainees can learn effective communication strategies, such as clear messaging, active listening, and storytelling. Conversely, reviewing poor performances highlights common pitfalls, like defensive postures, evasive answers, and lack of preparation. This exercise not only imparts knowledge but also fosters critical thinking and self-awareness.
The Mock Interview: Bridging Theory and Practice
The ultimate test of media training is the mock interview, which simulates a real-world broadcast environment. Mock interviews enable trainees to apply their newly acquired skills under pressure. By varying the types of questions and interviewers, PR professionals can expose trainees to a range of potential scenarios. It’s essential to provide constructive feedback, focusing on both strengths and areas for improvement. Mock interviews also offer an opportunity to practice issues management and crisis communications, a skill that is paramount in today’s fast-paced media landscape.
The broadcast media landscape, with its live nature, tight deadlines, and unforgiving scrutiny, requires a more specialized approach to media training. By combining in-person and remote training formats, communicators can develop the versatility needed to navigate the unique challenges of broadcast interviews, including handling technical difficulties, maintaining composure under pressure, and delivering concise, impactful messages. The integration of video analysis and mock interviews ensures that participants learn from real-world examples of broadcast success and failure, gaining practical experience in handling video interviews. As the broadcast media landscape continues to evolve, those who invest in targeted media training will be better equipped to craft compelling narratives, manage crises, and safeguard their reputations in this environment.