Here is some classic media training advice.
From staying on message to managing your emotions, these guidelines will prepare you for the spotlight and ensure your communications are clear, strategic, and impactful.
Here we go:
Classic Media Training Advice
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Classic Media Training Advice
Speaking with a reporter while adhering to best practices in media training is straightforward in theory but difficult in real-life situations.
Here is some classic media training advice:
Learn more: Classic Media Training Advice
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Media Spokesperson Training
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Media Spokesperson Training
I love coaching media spokespeople. Here’s how to approach your very first media training as a media trainer yourself:
Learn more: Media Spokesperson Training: Get Your Message Across
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Classic Media Training Mistakes
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Classic Media Training Mistakes
Standing before a camera or a microphone can be stressful, especially during a crisis. Therefore, many leaders, politicians, and communication professionals invest in professional media training.
However, media training can be taken too far.
Answers Without Substance
Exaggerating the Bridge Technique
Parrotting Your Key Message
Staring Down the Reporter
Relying on Non-Apologies
Using Platitudes and Jargon
Transposing Human Emotions
Learn more: Classic Media Training Mistakes
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PR Resource: The Prominence Paradox
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The Paradox of Prominence
The ever-looming “dark side” of what drives people’s interest can be challenging for public relations (PR) and communications professionals. This phenomenon, where every strength inherently possesses a corresponding downside, can be called the “paradox of prominence.”
An example of this paradox is the halo effect, where physical attractiveness becomes an asset for a spokesperson. Attractiveness often leads to positive biases; attractive individuals are frequently perceived as more credible and competent. 10Eagly, A. H., Ashmore, R. D., Makhijani, M. G., & Longo, L. C. (1991). What is beautiful is good, but…: A meta-analytic review of research on the physical attractiveness stereotype. … Continue reading 11Silfwer, J. (2023, December 17). The Halo Effect: Why Attractiveness Matters in PR. Doctor Spin | The PR Blog. https://doctorspin.net/halo-effect/
However, this same attribute can spark negative reactions. Critics might claim that the individual’s success or visibility is primarily due to their looks, undermining their competencies. This duality illustrates how the qualities that draw positive attention can simultaneously attract criticism and scepticism.
Competence, another valuable trait, often encounters similar pitfalls. Highly competent individuals inspire confidence and admiration. Nevertheless, this competence can be perceived negatively when willfully interpreted as arrogance. Studies suggest that while competence garners respect, it can also lead to social penalties, such as envy and resentment. 12Fiske, S. T., Cuddy, A. J. C., Glick, P., & Xu, J. (2002). A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition. Journal of … Continue reading
Examples of the Paradox of Prominence
The paradox of prominence seems to be an inherent aspect of human interest dynamics.
Prominence | Positive Outcome | Negative Outcome |
---|---|---|
Physical attractiveness | Enhanced credibility and trust | Accusations of superficial success |
High competence | Respected and trusted as an expert | Perceived as arrogant or unapproachable |
Charisma | Ability to inspire and attract followers | Viewed as manipulative or insincere |
Strong advocacy | Increased support and mobilization for a cause | Target of intense criticism from opponents |
Wealth | Seen as successful and influential | Resentment and accusations of greed or unfairness |
Assertiveness | Effective leadership and decision-making | Labeled as domineering or aggressive |
Innovation | Admired for creativity and forward-thinking | Resistance to change and criticism from traditionalists |
High visibility | Greater recognition and influence | Increased scrutiny and loss of privacy |
Generosity | Viewed as kind-hearted and philanthropic | Suspected of ulterior motives |
Success in competitive fields | Role model and symbol of achievement | Envy and attempts to undermine accomplishments |
We must recognise that with every increase in visibility, there is a corresponding increase in scrutiny and criticism.
Pick Your Opponents Wisely
Public awareness comes with inevitable costs.
In the quest for greater visibility and influence, it is critical to acknowledge that “being universally well-liked” is a naïve and unrealistic goal.
By strategically harnessing this paradox, public relations professionals can manage public perception by internalising expected “downsides” as additional awareness drivers.
Learn more: The Paradox of Prominence
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PR Resource: Free Media PR Course
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Doctor Spin’s PR School: Free Media PR Course
Elevate your public relations skills with this free Media PR Course—a must-have resource for all aspiring public relations professionals. Boost your career now!
Learn more: All Free PR Courses
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ANNOTATIONS
1 | Silfwer, J. (2024, May 2). The Core Message. Doctor Spin | The PR Blog. https://doctorspin.net/core-message/ |
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2, 6 | Silfwer, J. (2022, June 28). Media Spokesperson Training: Get Your Message Across. Doctor Spin | The PR Blog. https://doctorspin.net/media-spokesperson/ |
3, 9 | Silfwer, J. (2015, October 9). The Platitude Sickness: The Trash of Corporate Writing. Doctor Spin | The PR Blog. https://doctorspin.net/platitude-sickness/ |
4, 8 | Silfwer, J. (2020, July 26). When a Public Apology is Warranted (And When It’s Not). Doctor Spin | The PR Blog. https://doctorspin.net/public-apology/ |
5, 7 | Silfwer, J. (2020, May 23). Corporate Cringe. Doctor Spin | The PR Blog. https://doctorspin.net/corporate-cringe/ |
10 | Eagly, A. H., Ashmore, R. D., Makhijani, M. G., & Longo, L. C. (1991). What is beautiful is good, but…: A meta-analytic review of research on the physical attractiveness stereotype. Psychological Bulletin, 110(1), 109 – 128. https://doi.org/10.1037/0033 – 2909.110.1.109 |
11 | Silfwer, J. (2023, December 17). The Halo Effect: Why Attractiveness Matters in PR. Doctor Spin | The PR Blog. https://doctorspin.net/halo-effect/ |
12 | Fiske, S. T., Cuddy, A. J. C., Glick, P., & Xu, J. (2002). A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition. Journal of Personality and Social Psychology, 82(6), 878 – 902. https://doi.org/10.1037/0022 – 3514.82.6.878 |