All leaders and managers need to be able to speak on camera or radio and I was lucky enough to attend a media training course at the Faculty of Media, Art and Design’s studios. I thoroughly enjoyed the course and learnt a lot about myself and the media. It was a very practical course and I was required to make radio and TV (including sitting on the couch style) presentations lasting between 1 and 4 minutes.
What did I learn from media training ?
I was reminded about the founding principles of the BBC under Lord Reith, the first Director General, and this was the focus on education, information and entertainment.
In any media interview, it is important to:
· Tell the truth (clear and accurate information)
· Go straight to the point and MAKE IT INTERESTING
· Use examples which will appeal to a broad audience – stories about people add colour and emotion to a subject
· Don’t use jargon.
If your interview is going to be cut in length then the cutting starts at the end rather than the beginning. This means that it is important to start with the conclusion/key point (the opposite to what happens in academic papers) and then to develop this through examples and stories. If your interview is cut then it means that you will still get your main point across.
What about BAD news?
Well, the suggestion was to structure the message with CARE.
· Concern i.e. express concern and apologize (if appropriate)
· Action – state what action you will take
· Reassurance – reassure the audience e.g. by explaining the bigger picture
· Example – give examples to support and give credibility to your reassurance.
I practised this scenario a number of times and it was very helpful. I will certainly be able to put it into practice not just in terms of the media but also every day examples.
Finally, the importance of being ourselves was stressed. It is important when working with the media to be yourself and to be calm and in control. The last point is really important. When dealing with the media be in control of what you say and do.
As part of the course, I watched video recordings of myself. Although this makes me cringe, I did learn a lot about myself and how to improve …..
After this experience, I certainly recommend media training to all aspiring managers and leaders.
