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6 reasons to invest in media training

Posted on 30 November 2023

6 reasons to invest in media training

by Rachel McBryde, founder and director at McBryde & Co

The offshore wind sector is gaining a lot of column inches and that isn’t going to slow down with the race to Net Zero in overdrive. This creates a huge opportunity for your business, or for the organisation you work at, to join the conversation and contribute to the media rhetoric through PR.

Guarantee, you are constantly hoovering up information about your profession and area of expertise, from trade publications, business media, webinars, podcasts, networking events, round tables and panels. You may even have a very strong opinion or viewpoint on the information you are digesting and want to have your say but don’t feel confident enough to do so.

You’re not alone. For many people, the prospect of a media interview or speaking opportunity is nerve-wracking. Confidence is key to success, but being interviewed by strangers or getting up on stage doesn’t come naturally to everyone.

That’s where media training comes in. In 2023, we’ve seen a serious uptake in businesses and organisations wishing to equip their teams with the right skills to represent their places of work articulately and confidently. And this isn’t just those in senior management, in fact, those leading or working on specific projects tend to have a lot more industry knowledge than others, but perhaps can’t convey information in a way that’s suitable for media - or for an event.

We’ve trained everyone from CEOs to analysts to graduates, and they all tell us that the learning they receive – including plenty of practical application, is something they’re able to use straight away. Not just when they’re called on to be interviewed by a journalist or appear on a podcast – but that it has helped them communicate more clearly in their day-to-day roles as well.

Here's how media training can help your organisation:

  1. Takes advantage of media opportunities: Equipped with media training, your organisation is better positioned to leverage relevant media opportunities – for example talking on podcasts, media interviews, speaking on panels or webinars - for positive brand exposure and to position your organisation as a thought leader in the clean energy space.
  2. Enhanced reputation management: Effective media training helps to build and maintain a positive public image for your organisation, even in challenging situations.
  3. Increased confidence: Media training boosts the confidence of your spokespeople, enabling them to communicate more effectively and persuasively.
  4. Consistent messaging: It ensures that your organisation's messages are consistent across all media channels, preventing misunderstandings or misinterpretations.
  5. Improved stakeholder relations: Clear and effective communication builds trust with stakeholders, including customers, employees, investors, and the wider community.
  6. Crisis preparedness: In times of crisis, a well-prepared spokesperson can help manage the narrative and mitigate damage to your organisation's reputation.

Ultimately, media training is a proactive approach to shaping how your organisation is portrayed to the outside world, helping turn team members into organisational ambassadors, and giving them the confidence to positively influence public perception.

McBryde & Co is an award-winning specialist B2B PR & content agency based in Newcastle upon Tyne. Its clean energy portfolio includes ORE Catapult, Verlume, SMD, Energy Central, and Global Underwater Hub. Its media training packages are rated at 9.4/10 by delegates and are delivered on-site at organisations across the UK.

To find out more about how media training can help your organisation contact rachel@mcbrydeandco.com