The Media Trainers®

"Anyone who talks about you...or your business...is media!"

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The Media Trainers®

4220 Cove Court, NE
Marietta, GA 30067
770-971-6619

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.

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.
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).
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.
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.
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.
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.
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.

Over 25 years of local & network news reporting and management experience
- Comprehensive knowledge of how media work and how to work with the media
- Managed more than 50 people
- Able to spot and develop talent
  - Hired and developed syndicated talk hosts Sean Hannity and Clark Howard and several news reporters who have gone on to network positions
  - Successfully molded and directed individuals into award winning broadcasters; more than 40 international, national, regional and statewide awards
- An understanding of running a business
  - Managed a seven figure budget
Deep experience in customized training
- TMT has conducted more than 450 workshops and consulting sessions with over 90 clients. Workshops are designed around the needs of each participant based on:
  - Their specific role inside the organization
  - Their available time for training
  - Their comfort level
  - Their level of experience dealing with the media
  - The type of interview(s) they will be doing
- Depending on your needs, our training will include:
  - Media skills built around The Media Trainers® 10 Rules of Interviewing™.
  - Tough questions preparations focusing on the most difficult inquiries reporters are apt to make.
  - Message development that gets your team "on message" to avert a crisis, diffuse an issue or promote your company.
  - Role playing, mock interviews and video clips drawn from our extensive library.
Attention to detail
- A Lockheed Martin Aeronautics Company executive:
  - "A training program where somebody spoke our language, prepared materials that reflected our business needs, and gave us just the right amount of useful materials."
- A Coca-Cola Company executive:
  - "I was significantly impressed by the pertinent and well-researched, well prepared questions. Much better than my Proctor & Gamble training."
- A Southern Company executive:
  - "I believe that this training was right on target to what we needed. The trainer was well prepared, not only for our industry, but also our project subject matter. Thanks!"
- A Georgia Power Company executive:
  - "Trainer obviously knows our business and was excellent in identifying the areas we may be presented with while dealing with the media."
- A Mirant executive:
  - "I was very impressed with the prep work done by the trainer relating to our business. Our industry is complex and he quickly adjusted to our local (Canada) issues."
- An AGL Resources executive:
  - "Your training is straightforward and completely accomplished my objectives. Thank you for the open, honest feedback and relaying real life experiences."
Exclusive Tools Transferred to You
- Through hundreds of training sessions and constant refinement, we have developed a set of proprietary media and communications training tools that are fast and easy to use. Our kit creates message structure, and makes your communications tangible and focused on results. Proprietary communications tools include:
  - TMT's 10 Rules of Interviewing™
  - TMT's Exposure Grid™
  - TMT's 30 Minute News Interview Planner™

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My Executive Needs Media Training

The Media Trainers® Advantage

Over 25 years of local & network news reporting and management experience

Deep experience in customized training

Attention to detail

Exclusive Tools Transferred to You

Executive Rewind

TMT’s eNewsletter