Why media training can make or break a leader

IWAS at a party recently where I was introduced to a former international broadcaster. A nice-looking chap who had apparently specialised in covering the entertainment and music biz, he told me how he had delved into media training. “I hated it”, he said. “Really?” I asked, surprised. “What bothered you?” “The people. They were so stupid and unable. I wanted to wring their necks.”

Whoa. In my experience, I am convinced that everyone can benefit from media training. There is no substitute for seeing yourself played back on-camera. But, as that party-goer certainly demonstrates, not all those providing media training are created equal.

I’ll go in two directions with today’s column. First, I’ll underscore why media training can help you regardless of whether you’re ever asked to give an interview oncamera or not. And I’m also going to stress how important it is to seek out a trainer who not only has expertise, but who also has patience and genuinely cares about their participants. Ready? Let’s go!

First off, why get media training? 1 IF YOU CAN MAKE IT HERE, YOU’LL MAKE IT ANYWHERE Once you can deliver as if you were speaking to a journalist, you can modify the delivery to suit any audience.

Reputations are made or broken on how well you can get your message across. Despite your skills and experience in your industry, unless you can deliver a simple, concise and stand-alone quote to any audience — not only the media — you won’t stand out from your peers and competition.

Plus, trust me, seeing yourself being played back on a screen after you practised delivering soundbites, will immediately let you see your strengths and as I describe them, “areas of development opportunity”.

2 YOU’RE WORTH IT

A while back I was profiled in a national newspaper and the reporter asked me the number one piece of financial advice I have ever received. I said it then and I’ll say it again — invest in yourself.

And yet, I find that the number one thing people often struggle with when it comes to media training is cost.

It’s funny when you think about it. We’re accustomed to spending a decent amount of money on certain things. Homes, cars, holidays. Even education. But when it comes to layering on skills after we are entrenched in our careers, many of us want something for next to nothing.

You should be paying for a deep and varied level of experience. Does your prospective trainer have theoretical or practical experience? Meaning have they studied media academically but never actually been in front of a camera themselves? If they have had practical experience, at what level was it? Did they only report for a tiny local station or launch a YouTube channel with some 20 viewers? Or are they veterans of a national, or better yet, international broadcaster with loads of live reporting experience before huge audiences or do they run a channel with hundreds of thousands of subscribers?

This all makes a difference for you. The higher the pedigree of the trainer, the higher the level of training you can expect to receive.

For me, for instance, the rigours of being in 24/7 news as a CNN field correspondent delivering many reports in a single day has made me extremely sharp when it comes to decisive writing and delivery. That’s not bragging. That’s seasoned experience.

It’s not free to get trained. It’s usually not cheap either. In fact, if it is cheap, I would question the value.

Next, how important is your trainer? Very important. In addition to seeking high-level experience, look for their values. Here’s why.

THIS PERSON CAN MAKE OR BREAK YOU

One of my most touching moments came when I was working with a group of executives. A participant confided to me, “I’ve been to training sessions before, but you’re different. You really care.”

I do. It can be such an emotional experience to put yourself out there. The camera doesn’t lie and that can make the experience uncomfortable. You may feel vulnerable and sheepish about seeing and hearing yourself. I have had clients cry on more than one occasion. That’s why it’s important that you trust your trainer.

A trainer needs to lift you up and encourage you to build your confidence. This requires care and compassion.

AS LEADERS, PATIENCE IS CRITICAL

I wonder what had prompted my new acquaintance at that party to become frustrated with his media-training clients. I imagine he expected them to get it more quickly than they did. As I told you above, I had a long career in television news. It took years of practise to become really comfortable. And I’m still learning.

I have a CEO client with whom I work regularly. Patience has been a watchword in our sessions. Last Monday when I was in Cork to meet her, she said: “Working with you and your team has changed my life completely.”

To me, that is the greatest reward any trainer or coach can ask for. When trying to develop new skills, patience is key for all of us.