Local authorities across the UK recognise the need to protect their reputations by ensuring key staff and councillors undertake media training to prepare for interviews.
Many people may think they can handle tricky media situations without training or preparation - but they would be unwise to talk about their pet subjects in front of a microphone without having planned their key messages first.
By undergoing expert broadcast skills training with professional journalists who are also accredited trainers with the Chartered Institute of Public Relations, councillors and council officers will be far better prepared when facing the media for real. Even those who are highly experienced will benefit from refresher media training.
A broadcast skills day for four people typically consists of expert tuition at the beginning followed by two radio interviews and two television interviews with extensive feedback. As well as ensuring the content of each interview is comprehensive and easy to understand, clear focus is given to style. Does the interviewee have any funny habits, do they lick their lips or have wandering eyes, and do they wobble and teeter or wave their hands around?
Even the clothing you wear can make a real difference. Anything distracting will mean that viewers are focusing on the wild patterns or dangling earrings rather than looking at the interviewee and listening to what they have to say. Herringbone jackets can cause problems for TV cameras, resulting in bright wavy patterns appearing across the screen. There is far more to think about than many delegates realise. For example, the backdrop for an interview is also important - you don't want to be seen under an Exit sign if you've just lost your job!
How you handle challenging questions when a journalist is behaving like a dog with a bone in its mouth is also critical. It's best to practise your answers with colleagues and friends before doing it for real. They'll give you an honest opinion. And always check you've managed to get out the five key messages you have prepared in advance. Media training can ensure that you are prepared for all of this.
Councils, along with other public sector organisations, are unlike private businesses in that they are accountable for how they spend taxpayers' money. There are many instances where individuals will come under the spotlight, not for being a campaigning councillor doing well but for being one whose authority is being seriously questioned and scrutinised over decisions taken.
Agreeing what line to take is something for political parties to decide on strategically but, in many instances, little thought is given in advance to looming crises. It's all too easy to provide a knee jerk reaction because you are being pressurised to meet a deadline and then live to regret the consequences.
Whether you are dealing with a planning application or a financial scandal, ward matters or general council business, it is critical to ensure that your reputation is managed - and what comes out of your mouth is the first thing that is likely to be your undoing. Going on a media training course can prepare you for all of these scenarios and more, it really will benefit you on several levels.
By taking some time out to consider the consequences of all the comments you make - whether for print media or broadcast media - it will buy you time to create an answer that will deliver the best results for you in the long run.
Author Resource:-
Dominic Donaldson is an expert in the media industry.
Find out more about Media Training and how the services available can help with training courses directly within media.
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