Executive Coaching For Media Interviews
Good Presentation Skills, Communications and Media Training Key
May 18, 2009
Each time an executive clips on a microphone, is interviewed over the telephone or in person, the organization he or she represents has an opportunity to communicate with its audiences. Are executives prepared for these encounters?
Use Executive Coaching to Approach Media Interviews
The first lesson is to never assume that a media interview can happen without preparation. Executives often believe that years of experience in an organization or field is the only preparation needed to answer any question from the media. However, the truth is that a good media interview depends on clarity, short answers and focus. Bear in mind that frequently a reporter is calling because he or she is working on a story that may be negative for an organization.
Invest time to use any media relations expertise in an organization, or hire a media consultant who has experience as both as a reporter and working in business communications.
Crisis Media Training Prepares Executive for Media Interviews
Every organization needs a crisis communications plan and a large part of that strategy includes media training for executives. As during a crisis, it is vital that organization's respect a reporter’s deadline. All media work on tight deadlines which should be respected, however, a cold call from a reporter is a chance to find out the reporter’s name and media outlet, the nature of the story and who is being interviewed.
Preparing for a media interview includes clearly and simply answering questions by expressing care about audiences, using conversational, short sentences and thinking of analogies to illustrate information.
Think Media Strategy, Practice Media Skills
Plan answers to any questions that may be asked, including the most difficult and potentially embarrassing. Remember that while the reporter is the person conducting the interview, the audience for the newspaper, radio or television story are customers, employees, shareholders, government, community leaders and other stakeholders key to an organization’s success.
The best executive coaching allows for practice of media skills and presentation skills. Such coaching should include practice video or audiotaping so that the executive will be prepared to convey the key information needed during the media interview. Hearing the voice, tone and seeing body language before an interview hones presentation skills.
Communicate Clearly, Using Communications Training and Coaching
Listen to each of the reporter's questions carefully before responding. A common mistake for executives is to jump to the key information they wish to tell the reporter without truly listening to the question and answering in a clear and focused manner.
Speak in clear and simple sentences, be polite and never speak off the record. Use plain language and avoid jargon and acronyms, even if these words are common in the organization or industry. Reporters appreciate the simplicity and the fact that answers are crisp and respond to the questions asked.
Executive coaching for media encounters is vital for a successful media interview. Insist that this coaching builds confidence before facing that microphone or camera. The results will be good communications with those who matter most to an organization.
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