Three Reasons for Media Training

Three Reasons for Media Training

by Bill Deeter


Simply put, media training helps people and companies understand the media, develop skills and confidence to be effective in interviews, and communicate concise messages with assurance, strategy and control. It seems in today’s fast-paced world, more and more clients think media training isn’t necessary. They don’t have time for it. Or they don’t want to spend the money on it.


Yet in order to achieve effective media coverage, spokespeople should strive to be seen and heard in the media regularly with simple, consistent messages that resonate.

Media Training

About 20 years ago, I wrote the book Working With The Press and I recently went through a copy, marking up sections that had changed since I penned the original. In this era of instant access and social media, rules and tools change constantly, and it is important that the practice of media training keeps pace.


Here are three reasons why good communications include media training.


  1. Reason One: Being Unprepared Risks Reputation and Crisis

    How many times have you seen a community leader, business exec, sports figure, entertainer, or politician say or do something that makes them, their cause, or the product they promote lose total credibility? Unfortunately when that happens all the apologizing and rationalizing can’t make up for the lost golden opportunity. They have put the reputation of their business or cause at risk. If your spokesperson is prepared, media training can save them and you from disaster and position your people, products and services in a favorable light.

  2. Reason Two: News is a Useful Business

    Making friends with the media doesn’t guarantee positive news coverage. News is news! If you have it, the media will be interested. If you don’t have it, they won’t. It is just that simple. Media has a job to do. If you accept this fact, realize they are neither friend nor enemy, and really concentrate on delivering news, you will be doing everyone a big favor. When you are able to help make the medias’ job easier, more fun, educational, or important, you will do well. Success leads to more interviews and helps build credibility. Along the way, you can become a reliable resource.

  3. Reason Three: Messages Can Get Lost

    Getting media attention and coverage is a challenge at best. Good reporters try to balance their coverage with as many newsworthy perspectives or facts as possible. Media training guarantees that when the opportunity comes, you have two or three key messages well thought out and rehearsed, including answers to even the most “difficult” questions. These messages must be very clear, concise and relevant, presented in terms the interviewer will understand. If not, your comments will inevitably end up on the cutting-room floor. When an interview has been completed, you want your message delivered accurately. The target audience should remember your message above all others.


Done correctly, media training takes skill and is a powerful business tool. It’s an excellent way to reach consensus on important company messaging and create third-party endorsements. It’s also a great way to create a sense of team and common purpose among participants. This all will serve a company well over time.


To schedule a DeeterUSA media training session, click here.

Sign Up for Free Press & Marketing Tips

Recent News

April 13, 2018

Staff and the Endoscopy Center at St. Mary’s mascot,  Endo Duck, ha... read more

February 1, 2018

Fox 29 News Visits St. Thomas’ Preschool – On Eagles Wings... read more

Facebook Feed

5 days ago

Deeter USA

50 ... 40 ... 30 ... 20 ... 10 ... SCORE!!!

This morning when going to work, my thoughts were:

- Another week has flown by, even in the stand-still of the coronavirus.

- Negative news far outweighs the positive - I think newscasters must stand in front of a mirror and practice sounding as frightening and disturbing as possible. When did local and world events become show business?

- To add to the worry of one friend with cancer on her face, another with cancer of the brain getting a super chemo boost right now in the hospital, I just learned that a special neighbor will have totally unexpected colon cancer surgery Tuesday! What?

- My husband and I have known 33 people who have died in the past year, 10 were close friends.

- Our business is "hanging in there" after 35 years of diligence, ups and downs, and lots of great experiences. Some clients simply paused to see what was going to happen. Fortunately, others see this as a time to rise above all others and make lemonade.

- Our family has grown up way too fast, and they are all wonderful, unique individuals, very very special to us (I always try to find the positive and this is at the top of the list).

So, I began to think of a football game. Not that I like football very much, I tolerate it. I'm not into pain. I know enough to see the team moving the ball down the field - one play at a time. I compare this to the coronavirus and what we're experiencing now. We must have a game plan. We must be flexible and able to adapt when needed. We move forward a play at a time. Opponents try to stop us. Team members stumble, get hit, get hurt, and leave the game. We continue down the field, otherwise we're out of the game. We MUST get the ball into the end zone if we want to score a touchdown and win.

Some people are content to watch the game. Some tailgate like it's some sort of party. Some play but they fear getting hurt so they don't really give it their all. Others want to be on the team but don't do much. Someone's the water person, some are cheerleaders, some coach. And the game is won by those who work together, give it all they can, keep their eye on the ball as they move it down the field, stay focused, and "can see" the celebration that will happen when they score.

We're all in this pandemic game, whether we choose to be or not. We have to do all we can to get into the end zone. Work as a team, follow the guidelines, take care of one another, follow our coach, and be prepared to leap for joy when we win.

- Linda Deeter
... See MoreSee Less

View on Facebook

6 days ago

Deeter USA

We have some fun experiences and enjoy saying, “Every day is different.”

From Kirk today, remembering when we launched KUDOs Granola Snacks ... “Years ago, when I had a full head of hair... shaking hands with the great John Denver. I just spent a couple days in the backcountry with the family... and the guitar. "Rocky Mountain High" has always been a standard, but this summer, for many reasons, it means a helluva lot more. His voice, and his tunes will never be forgotten, at least not in these mountains. We're still playing them, and the notes are bouncing off the rocks and over the streams. True legacy.”
... See MoreSee Less

View on Facebook