By: Katie Gerweck
On Tuesday, Feb. 2, EMU PRSSA held a media training workshop in SC304. Pam Young, the director of communications at EMU, led the workshop. Young explained that media training involves two things:
- Getting the journalist interested in the story,
- Preparing the client.
Young suggested ways to get journalists interested the story, which included researching which reporters are doing what and taking a general topic and localizing it. She also said that you should prepare for the medium of the interview. For example, radio is all about soundbites, but TV needs visuals. The reporters will not come out for a TV segment unless there’s something to see.
Once you have the interview, it’s time for you to help your client get ready. Young suggested these strategies when media training your client:
- Think about what the journalist is looking for and the questions he or she might ask, then use that information to prepare the client.
- Have key messages (three main points) for your client, and stick to those messages. It is important to share the key messages.
- Use real-life examples. Tell the client to think of these and be prepared to use them.
- Tell the client to be aware of their nonverbal communication, like nodding when someone is saying something negative. The client may be doing it show that he or she is listening, but the journalist might take it as agreement.
Members also got the opportunity to practice media training!
For information on other workshops, visit our workshop page.
Katie Gerweck is a senior majoring in public relations with a minor in journalism. She is the editor-in-chief for EMU PRSSA. She was the copy chief for the Eastern Echo during the summer of 2015.