PR: 11 questions to ask when choosing a media trainer | PR DAILY

2 Jun

Really good reading.  Thought we’d share a few!

There are many media training firms out there, and several are quite good. But how can you tell the great ones from the rest?Here are 11 things you should look for when shopping for a media trainer.

1. Does the firm “look” professional? This is a pretty basic requirement. If the company you’re considering doesn’t have a professional-looking website, you should be concerned. Are there good trainers with lousy websites? Probably. But the firms I respect most have the refined look they should.

3. Who will be doing the training? Larger companies don’t always send the firm’s principal to do your training. That’s not necessarily a problem. You should find out who’s doing the training and how often they train; get specific references on both the trainer and the firm.

4. What is the tone of the workshop? When checking references, ask them to describe the tone of the workshop. I believe good trainers are high on the EQ (emotional intelligence) scale; they can sense the vulnerabilities of the trainees and instantly adjust their training styles to fit the trainees’ needs. Like a good surgeon, a good trainer cuts open trainees, exposes their vulnerabilities in a safe environment, and sews them up at the end—stronger and better than they were before.

5. Is the workshop customized? Media training should be completely customized. If the firm uses an “off-the-shelf” presentation, run the other way.

8. Do they have industry experience? I don’t think this is particularly important, but some clients prefer to work with a firm that has experience in their industry. In my experience, too much knowledge can occasionally prevent the trainer from seeing from the 35,000-foot level, meaning both trainer and trainee spend too much time in the weeds. Media trainers should be expert in the process of helping spokespersons refine their messages and deliver them well—not necessarily in the content.

10. Do they have a blog, a book, or regularly published articles? Read everything you can by the firm—blog, articles, books, you name it.

Brad Phillips is the author of the Mr. Media Training Blog, where a version of this story first appeared. His firm, Phillips Media Relations, specializes in media and presentation training.

with <3,

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