Media Coaching

Yesterday, I was fortunate enough to sit in on a media coaching session with one of our clients. And let me tell you, it was really cool! We brought in a nationally-acclaimed automotive reporter to interview each of our guests. We had each interview taped, so that our participants, as well as ourselves, could see how they did. It was a very interesting three-hour session!

One of the neat things I saw was how our guests were using the key messages found in their key message maps. I was taught that when you're talking to someone about your company, you should try to stick to your key messages, since they're approved by everyone in your company. But I didn't really have a good idea as to how to go about doing that without sounding phony or cheesy. After watching each of them convey their key messages in their own words, however, I now have a better understanding as to what I'm supposed to do with our message map.

What I liked the most, however, was how our staff explained to our guests that they have a lot of control over what goes on during an interview. I think there's a general misperception that interviewees have to follow the lead of the reporter, when in reality, the journalist has to heed to the interviewee. If there's an aggressive reporter trying to exploit the interviewee and his or her company, there are several tactics - including blocking, bridging, and flagging - that he or she could use to try to redirect the interview. I think mentioning these techniques to our client really helped them realize just how much control they have over the direction of the interview.

There were a lot of other cool things that went on during the media coaching session, but these were the highlights. Hopefully when you're the next intern you can sit in on a session and find out what it means to be media coached- Eisbrenner style!