Your promotional campaigns should not be limited to advertising messages alone. That is not all for your company promotion, for with the rapid increase of advertising information in media, when every TV broadcasting hour contains up to fifteen minutes of advertising messages, the advertising alone does not suffice anymore to attract the people's attention to your company. Public relations have become a great solution for many companies that wish to stand out of the crowd of their competitors since PR communications carry out to your target audiences not only your main promise, but also inform them about your corporate reputation and image, company values, charity activities and social responsibility your company takes upon itself, etc. In short, PR tells people your story. However, many companies are not as active in communicating those stories to public as they should be. Some of them only sit and wait till media people come, knocking at their doors and when they do, frequently companies' managers do not know what to say or how to present their corporate stories through those interview opportunities. Therefore, to prevent such an ineffective and at times even destructive satiation from the occurrence, companies should beforehand provide themselves with some quality Media training.
In this article some Media training hints that could help you to improve your media communication skills are presented for your consideration. First of all, you should understand the media people's interest in informing audiences about your company. A media promotion is not only free advertising. Newsmen will not promote your company through their media for no good reason for them to do it. What they are interested in is preparing useful and interesting information for their viewers or readers. Having that in mind, one thing you should not do is sitting at your office and waiting for media men to come around. If you have an interesting story for them to tell, inform them about it. Do not wait for them to come to you, go to them. Make a first step.
Next thing on your to do list in the Media training is to get rid of the idea that media people will certainly get the right information and tell the right story thought their media. It can be a very costly mistake, especially managing crisis communications. Through the Media training you have to learn to put together your story and to be in control of the information that gets out through your interviews. Carefully prepare your messages before you deliver them. Keep your messages positive and enthusiastic, for every day people consume great amounts of negative information through various media. They simply get tired of it. Thus, make your story a positive one and base it only on reliable facts. Do not make it up. Tell people what you know, since false information, as soon as it gets out, can do more damage than good to your company's corporate reputation and image. If you do not know the answers to some questions, do not make them up. Tell media people that you will meet their dead lines and provide them with reliable and correct information later. Knowing all these and many other Media training hints will make you more confident during interviews and will prepare you for carrying out successful PR with media people.