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Media training

Getting a message across in the media is important for entrepreneurs and public figures, with reputations quickly created and destroyed.

Expressing yourself in the right way in the press and media seems easier than it is. It is important to express the content of a message well. To improve your media appearance, you can follow media training.

In this article we answer the following questions: what is media training, what do you learn during such training and what are its benefits? Finally, we give some tips for contacting the media.

What is media training?

A media training is a type of course aimed at improving your performance in the media. During this course you will learn to tell a story concisely, while retaining authenticity. You will also learn how to be less dependent on questions from the journalist and how to take and maintain more control yourself.

The aim of following a media training is to: increase clarity and effectiveness. It also serves as a boost to your self-confidence, allowing you to speak to journalists with more persuasive power.

Media training is all about: tells a good story that is useful to the viewer, reader or listener. This ensures that a journalist is also happy to publish the story.

The training is often tailor-made, tailored to your organization, involving realistic practical situations. Media training is often with a small group, of a maximum of six people. Media training is available for online interviews or conversations in print media, on the radio and on TV.

Who is media training for?

Following media training is an addition for anyone who deals with or has to deal with media. People who have a lot to do with this are, for example, directors, managers and politicians.

In addition, the course is also useful for artists, communications advisors, file holders, entrepreneurs, press officers, project managers and spokespersons.

What do you learn during a media training?

A media training is aimed at you more confidence to act appropriately in the press. During the training you will work with staged, realistic interviews, where you will immediately gain practical experience.

By practicing this intensively, you will no longer be confronted with surprises. Media training therefore mainly teaches you how to tell an attractive story in practice that will benefit the general public.

In addition to the story you put out there, the way you bring it out also important. Think about adopting the right attitude and making contact with audience members.

During the practical exercises in front of a camera you tell your story. After the performance you look back and the trainer sets up a point of attention. You can work on this again for the next exercise. The media trainers themselves are personal coaches and have years of practical experience.

There is also some theory involved. Editors work with all kinds of journalistic criteria of verbal and non-verbal stimuli. All kinds of theories have been developed about this to convey your message in the right way. You also learn how to respond correctly to stimuli responds.

You will gain the following skills through the media training:

  • Afterwards you can communicate a clear message in the media briefly and powerfully.
  • You formulate the right key messages.
  • You remain completely in control.
  • You can also express your message if a journalist 'attacks' you.
  • Finally, you can deliver a persuasive message.

What are the benefits of media training?

No training teaches you what it is like to be interviewed. As a result, many people have no idea what to expect when they come into contact with a journalist. When you undergo an interview, you are left speechless.

Media training can prevent this scenario and ensure that you go into interviews well prepared. This way you can also deal with unexpected questions and situations and at the same time ensure that you offer journalists a unique perspective.

During a media appearance you don't actually speak for yourself, but for an organization. There is therefore a major reputation at stake, which you do not want to damage. Through media training you can credible, persuasive spokesperson be for your organization. The point is that you are recognizable and human, but also professional and in line with the vision of the organization you speak for.

During a media training you train in real-life situations. You perform the exercises in detail and the trainer analyzes them to identify clear points for improvement. You will also get exercises in a strange environment, so that you too are prepared for unexpected events and performing in places where you may feel less comfortable. If you wish, the training can take place at a location of your choice. The trainer uses all kinds of professional equipment to create an image that is as realistic as possible.

Practical tips when contacting the media

Finally, here are some tips that you can adhere to if you have an important media interview.

1. Limit yourself to the core message

During a media interview you often only have a short time to convey a clear message. Keep a time limit of 10 to 30 seconds per question.

Don't take a run-in, but come up with a clear, short core message of about 10 words in advance that you will stick to during the interview. This is the most important thing that should stick in your audience's mind.

2. Come up with a newsworthy angle

With your message you want to attract the reader, listener or viewer and be distinctive. Therefore, think of a good angle or a striking quote that matches it to immediately attract attention. This reinforces your message and breaks the ice. However, don't repeat this quote too often or it will become annoying.

3. Include emotion in the story, not just facts

Think from the outside in and respond to what the audience wants to hear. This also has to do with intonation, where feeling plays a role.

4. Think about more than just the content

Especially on TV, an image determines a lot of how a message comes across and non-verbal communication can make or break your content. The location is also important.

5. Practice in advance

Discuss the objectives and tactics with your organization and practice a number of times before going to the interview. Don't be distracted too much by unexpected questions from a journalist, but refer the question back to something you have to say.

6. Choose the right clothes

Choose plain, calm colors, so that attention remains on your message. Clothing with busy patterns gives a floating image on TV or video. Above all, feel comfortable in the clothes you wear.

7. Stay in control

Finally, you must ensure that you control the interpretation of your message, so that a journalist cannot play with it. Make agreements about this in advance. Also practice 'bridging', whereby you do not go along with the interviewer's frame when faced with distracting questions, but immediately return to your message. For example: “I can't go into this, but what I do want to say is… [and then your story].”


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