Yes. So what do I need to watch out for?

There are six key things you need to be aware of when looking for media training providers:

1. Experienced journalists. Make sure the training company can provide named journalists who have some expertise in your sector. Make sure too those journalists are also experienced trainers. The best journalists don’t always make the best trainers. Make sure too the trainers are still firmly connected with the media. They need to be aware of current media trends and thinking. Try to make sure you don’t end up with a ‘Roger Melly’ type character whose last big story was The Fall of Saigon.
2. Access to a proper studio environment. For media training to work it has to feel real.
3. Flexible diaries. Candidate availability is often the big issue for media training. The high-end companies all recognise that senior staff have very busy diaries. The best offering a sliding scale of cancellation and postponement charges. Don’t get ‘locked-in’ months in advance.
4. Feedback. Make sure the candidate feedback is honest and make sure that those commissioning the course have access to it. One of the objectives of good media training is to identify those people is an organisation who are good spokespeople and who shouldn’t be let within a million miles of a journalist. Sometimes the best spokespeople aren’t necessarily the most senior – it’s a generally a lot easier for everyone if this news is conveyed by external consultants.
5. Content v Delivery. The best media trainers will focus extensively on the content of the answers. They’ll work out core messages for the crisis with their clients. They should absolutely understand damage limitation and reputation management.
6. Tailor-made scenarios. We don’t think there’s much point in media training unless the scenarios are specifically applicable to your company. In a perfect world your senior staff should be trained to answer questions on issues they really are likely to face. Obviously the preparation costs a little more, but it’s worth it because it’s relevant.