In the fast-paced world of today, executives are not only the leaders of the company but also the face and voice of the brand. Whether it is an interview, a press conference, or an exchange on social media, their words may have a really significant impact on public perception, trust from customers, and even stock prices. However, with this power comes high-pressure responsibilities in the form of interaction with the media. This is where media training becomes important.

Oriel Academy specializes in ensuring that business leaders or executives master the art of communication. Our customized programmes in media training will equip leaders to confront and respond with confidence to any type of tough question, thereby making sure their message is clear, consistent, and impactful. By investing in media training, executives are able to protect their company’s reputation, where perceptions are everything.

The Power of Message

Since the last few decades, the increasing frequency of executives being quoted in news articles, televised interviews, or business podcasts has dominated the media. Their words have the power to shift public opinion and steer investors and customers, but even the most experienced executive may fall short when on live air if not trained properly in the media.

Consider the case of Elon Musk. Being one of the most outspoken people very active on social media, Musk’s words, at times, have been the cause of controversy, creating volatility in Tesla’s stock price. A more strategically constructed approach would have avoided some of these risks, illustrating how media training can refine the message and reduce mistakes in high-stakes situations.

Enhancing Confidence and Clarity

Media training can help the executive build the confidence and poise needed to manage interviews and press conferences. It is not only about conveying a message but also doing so clearly, with authority, and with purpose. In mock interviews, executives can rehearse handling difficult questions and work on their delivery.

Let’s look at Sheryl Sandberg’s case, who is Facebook’s former chief operating officer. In the scandal of Cambridge Analytica, whenever there was any media interview addressing the role that the company was playing in that crisis, people saw her she was the face of the crisis and managed the image of the company by maintaining her calm while communicating the important messages and redirecting the whole conversation toward how Facebook was acting to solve this problem.

Mastering the Art of Storytelling

Executives frequently use business speak or technical jargon, which may turn off the general public. Media training can teach executives to tell compelling stories that resonate with their audience, customers, investors, or media. Storytelling is the most powerful means of making a message memorable and impactful.

For example, the CEO of Apple, Tim Cook, is famous for delivering powerful stories about the values and vision of the company. Such stories are often associated with bigger issues of society. This has helped his message get communicated more efficiently and effectively transformed into an emotional representation of the company, and it has converted the brand into a cultural icon. Media training makes executives emotionally bond with the audience so that the words also become messages.

Managing Crisis Situation

The media, in times of crises, can both be a friend and foe. Sensitive issues require tact from the executives to reassure and guide the public. Without proper training, messages may not just go wrong but may also worsen the situation due to failure to mention some of the most important points or sending the wrong message.

One such example is Tony Hayward of BP during the Deepwater Horizon oil disaster of 2010. Along with sparking public outrage, his poor media handling included the infamous quote, “I’d like my life back”-tarnished BP’s brand. Hayward might have been able to speak from a position of authority and with more compassion if he had been trained to handle the media, which may have reduced part of the public backlash.

Building Trust with Stakeholders

Media training can provide executives with skills to create trust among different groups of stakeholders, customers, investors, and even the general public. A media-trained executive will deliver messages that connect with each group while strengthening the credibility of that firm and the transparency promised.

An example would be Mary Barra, the head of General Motors. When the ignition switch scandal plunged GM into its recall crisis in 2014, Barra’s media training allowed her to speak about it authentically and empathetically. Composed and transparent communication helped to rebuild trust with the public and regulators, allowing GM to recover from the scandal even more effectively.

Staying-On Brand

For an executive, the message should always be consistent. Media training instructs the approach of being on-brand but still flexible for all kinds of mediums and scenarios. Whether it’s a press release, interview, or a tweet, the executive must make sure that his or her message goes with the values and mission of the company.

Consider the example of Satya Nadella, who has been Microsoft’s CEO for years. Throughout all these years, his public messages have always articulated the essence of being Microsoft-inclusive and innovative, feeling your pain, and so forth. Through his communications, the character of the company was able to change and become more friendly and innovative.  And with media training, executives can work against their company’s greater narrative, irrespective of the channel.

Investing in Executive Media Training

There is no way one can overstate the importance of media training for executives. It’s not just about answering questions but also managing the narrative, building relationships, and protecting the company’s reputation. The difference in your communication style can be the difference between a new project or leading through a crisis.

At Oriel Academy, we understand the subtle art of interaction with the media and provide specialized training programs designed to empower leaders with the capabilities to face the media with poise. Starting from handling sharp questions to improving your messaging and storytelling skills, we help you become a better communicator. With perception often being a reality, this may be the smartest move an executive will ever make by investing in media training.