Benefits and Safety of CEO Media Training
When leaders learn more about the media, why media training is critical and the advantages and protections it offers, it can drive profitable skill development
Leaders have been communicating their entire life, personally and professionally — why would they need training to do it, even when it involves the media? There is opportunity and risk in each interaction that may not be worth leaving to chance.
“Every time a CEO steps in front of a camera, they step into the spotlight — not just for themselves, but for their entire organization,” Lynn Smith, CEO at Lynn Smith Media & Communications, recently wrote at Forbes.
“Whether it’s a press interview, an earnings call or a public statement, these moments don't just deliver information, they define your leadership and shape how the world sees your company.”
Smith, a former news anchor for TODAY, NBC and CNN Headline News, has insight that many CEOs haven’t experienced or yet learned.
“The truth is, these media moments are never just one and done,’” she strongly claimed. “They define perception, build—or break—trust and set the tone for how your audience connects with you and your organization. That’s why media training isn’t a luxury for CEOs; it’s a necessity.”
These top executives may not realize how vital this type of training, skill and coaching may be for their organizational and personal interests.
“CEO's might now know that media training isn't just about looking good in front of the camera, it is about establishing the CEO as a trusted source of information, someone the media can trust,” says Angela Betancourt, a communications specialist and founder and CEO at the Betancourt Group.
“When and if a crisis occurs, a CEO who can confidently step in front of the camera or conduct a great interview, will help a company.”
“Often CEOs know little about how the media actually work,” says Natalee Gibson, the co-founder and CEO at Songue PR, a tech public relations agency.
“Effective media training starts by explaining the types of news outlets and their various purposes; the role of the reporter, what matters to them and why; the highly competitive nature of news and how that shapes stories; etc.
“There also is a learning curve for understanding the cycle of a news story and the role of the spokesperson at various entry points into that cycle — whether you shape the narrative or respond to it, for example.”
This work provides the knowledgeable foundation on which to build a communication collaboration for the safety and progress of the executive and their organization.
“Once a CEO has a better understanding of this process, they are much better equipped to recognize the value of participating in certain opportunities,” Gibson says.
These leaders may not initially know how to have more skillful “agency” within media interactions.
“The other critical element that effective media training teaches is how to control the interview,” Gibson says. “There are many tactics available to a polished spokesperson that helps take control of a conversation and ensures your point of view (POV) is heard and emphasized.
“When a spokesperson goes into an interview unprepared, they can easily be railroaded by an aggressive reporter's questions or taken off track to discuss a topic they had not been prepared for or end up saying something they do not want to see in print.”
She summarizes:
“Media training teaches you how to prepare with the key topics you want to discuss and how to effectively bridge a number of real-world scenarios to take back control of the interview process,” Gibson says.
Reputation matters. Significantly.
"Among CEOs, 87% agree that a strong reputation makes it easier to attract investors, 83% say it attracts positive media coverage and 83% believe it provides crisis protection,” Smith wrote in her article. “In the same report, executives estimated that 44% of a company’s market value comes from the CEO’s reputation."
There are potential losses and risks when media training is dismissed as unnecessary or otherwise bypassed. Conversely, there is opportunity for benefits when its’ valued.
“Media training can help a CEO keep cool under pressure,” Betancourt says. “Without media training, a CEO might do the wrong things in the hot seat: might overreact, might fail to recognize team members, might throw a stakeholder under the bus, might cause great reputational damage. A lack of media training can make a CEO look insecure, defeated, and even without integrity.”
When reputation matters in the mind of a CEO, actions are taken to support it. Pro-active actions are driven by knowing what is affected by smarter depth of reality.
“Reputation management is a critical element of effective public relations and the CEO is at the helm of that effort,” Gibson says. “Not just financial performance-related, a CEO's persona can make or break a company's success.”
She explains how communication coaching help create clarity and effectiveness.
“Media training helps a CEO to find his or her 'voice.’ It helps them to develop a narrative that adequately reflects the organization, while also being true to their own unique personality,” Gibson says.
That creates a distinct advantage and a form of personal and organizational insurance.
“It is the difference between feeling polished and in control, versus feeling at the mercy of someone else to effectively tell your story,” Gibson states.
Skill building and becoming educated in this professional development can prove to be smart, forward-thinking decision-making as an advantage and protective quality.
“Imagine confidently navigating a tough interview, pivoting seamlessly when needed and leaving your audience with a message they’ll remember,” Smith encouraged. “That’s the power of preparation.”
She expands for whom this training and coaching should be given.
“Media training should be a requirement for all C-suite executives, regardless of whether they speak frequently to the press,” Gibson contends.
She explains her reasoning.
“It helps to cultivate skills that are effective in front of a camera or in front of a boardroom. It helps to identify the core values and messages of a company and translate those into a meaningful narrative for a variety of audiences. It also serves as preparation for potential crises,” Gibson says.
Getting to know the media as an industry, and reporters, can prove highly valuable.
“When CEOs better understand the inner workings of the media, they gain an appreciation for their value and recognize how they can leverage media opportunities to more effectively build their brand.”
To advertise, sponsor a section of the newsletter or discuss your affiliate marketing program, contact CI.