Top 5 things to ask your media trainer

You know your executives are in dire need of some media training. If a crisis blew up, your gravest fear is that they are forced to go in front of a camera and screw it up. Or worse still they go AWOL, leaving you to front the cameras.

Being proactive about media training is good practice. It makes sense to prepare your executive team for the worst, so that if it happens, you’ve done the ground work.

You’ve also started to build a conversation about what happens when an issue hits and how your executive will manage it and message it.

So, what are the first things you should consider when you choose your media trainer?

1. Understand what you really want from your training.

Good media trainers have a format that works, however, everyone is different so make sure you understand what you want from your training and ask if they can tailor their approach to suit you. Some clients just want theory, others want practical learning experiences. Some want to focus on a specific issue, others want their media training to focus on what it feels like to be interviewed. Everyone comes with their own set of experiences and these need to be respected when your trainer works with your team.

2. Make sure your media trainers can add value

Media training is more than putting someone in front of a camera. To really get value, you want your executives to walk away feeling they can utilise their newly learned skills into everyday situations.

Find a media trainer who has experience in presentation skills and body language. By learning about how body language and how you look can affect your presence in front of the media, you come out with greater confidence which you can take to other aspects of your corporate life.

Message crafting is also a valuable part of media training that can be applied back into other communications. Working with clients to develop really succinct, memorable messages will not only help when fronting the media, it can support presentations back to the team and out to customers and suppliers.

If you’re in the unenviable position of taking on media training as part of an emerging issue, choosing a media training specialist who has a background in PR and reputation will be essential. These professionals can share greater insights into reputational risk and how to mitigate it.

3. Check their experience

Lots of people in Perth do media training. Especially with so many journalists losing their jobs. But media training is much more than simply asking some hard questions. Good media trainers have a tested format and have had experience crafting messages on behalf of a client. They understand how business is structured and can share experiences to build your learning.

Ask for references of recent work so that you can be assured that can perform at the level that you’re expecting.

4. Check they have the right equipment

I’ve heard of media trainers that have rocked up with an iphone on a tripod and a notebook. This is not media training. This is a dude with an iphone and a notebook.

If you want your executives to really experience what it’s like to speak in front of a camera you need to have the right equipment. Check that they have a proper camera, lighting, sound equipment and playback facilities. You want to be able to have your executives getting real time feedback on their performance.

It’s often good to take your executive off-site so that they get a full immersive experience without distractions. If this is what you’re after, check that your media trainer can offer this.

5. Look for chemistry

Finally, make sure it’s a good fit. For such an intense training session, you want professionals who can make your executives feel comfortable, supported while still being tested. It’s a fine line between being challenged and having your confidence destroyed.

Clarity has been delivering media training to executives in Perth, Western Australia for nearly 20 years. Many of those clients come to the business with a specific issue or crisis and are being pressured to front the media and explain their side of the story. This gives us a unique perspective on media training. Rather than training for training’s sake, our approach is to understand the full issue in context to advise and guide clients on the best way to handle the media.

Handling the media is more than facing a camera and giving out key messages. It is about timing, presentation and even body language. People judge the whole package, not just the words.

For our full-day session, three professionals work hand-in-hand to provide a comprehensive service. Former journalist, Anthony Hasluck provides technical advice on tackling the media, the media environment and crafting key messages. Kellie Hasluck gives advice on presentation skills, building confidence and delivering effective responses. Body Language specialist, Sophie Halliday-Zadeh unlocks the secrets that your face, hands and body can give away.

Speak to us about your Perth media training needs today.


Anthony Hasluck
Managing Director

Anthony Hasluck - Managing Director of Clarity Communications

Anthony is the majority owner of Western Australia’s largest independent public relations agency, Clarity Communications. In addition to his managerial and consulting activities connected with Clarity, Anthony is a Director the Racing and Gaming Authority.