Three media training essentials to keep watchers tuned in

I’m getting a little worried that too much media training does make Jack a dull boy.  Or is it poor media training?  Either way, I’ve just heard another dreadful interview on the radio where the interviewee most certainly never stood a chance of saying the wrong thing, because he just sat there and reiterated the same set of key messages over and over again.  Oh dear.

Why has media training turned into this formulaic repetitive monologue?  Where is the spontaneity and colour?  Do media trainers not realise that the interview has to be interesting and compelling, not safe and dull?  Or does the spokesperson who emits a huge sigh of relief and says: ‘I don’t think I made any mistakes’ realise he doesn’t have to do a Gordon and worry that the mic’s switched off first, because everyone who was listening has shuffled off to make a cup of tea?

Spokespeople: please have a think about the following points. They are not your comprehensive list of media training dos and don’ts – they are the things I believe are being left unsaid.  So if they aren’t being hammered home by your media training agency, please please consider getting a new agency…

1. People need to feel they know you, like you, would enjoy chatting to you in the pub over a beer … so give them a bit of you – what you’re about, your beliefs, you experiences.  Make it personal and ditch the corporate!  You can still toe the line without boring everyone to death  in the process.

2. Yes, please use key messages, three if you must (although I personally think one or two max is all you should have for broadcast interviews) but they are meant to represent the understanding someone will have after hearing what you have to say, and are NOT for repeating parrot fashion when faced with any question that strays off the script.  So prepare some great stories and facts that will illustrate your point.  It’s about being a bit more subtle!

3. Entertain us!  People want something new, interesting, a fact for the pub, a fascinating titbit for the dinner table.  And interviewers want a great personality who is passionate about their subject.  I remember an amazing lady who was a moth specialist being interviewed on the Radio 2 drivetime show a few years ago.  She was so interesting and enthusiastic, she came back the next night and I believe the night after that as well to continue her stories!   

So my challenge to media trainers and spokespeople alike is this - let’s get out of this mentality that a good interview is a safe interview.  The rapid rise of social media should tell us that the day of corporate facelessness is over.  People want authenticity, they want content, they want entertaining….