September 16, 2021

Why media training is more important than ever

From Donald Trump’s over-confidence during a media interview to Matt Hancock’s questionable defence of plans to hire former Australian PM Tony Abbott, recent events like COVID and Brexit have highlighted how key spokespeople can sometimes (often!) get it wrong.

All organisations have had to ensure they remain visible and viable during this unprecedented period of global uncertainty. At Orchard, we have seen a significant increase in companies amplifying their key messages. But communication plans, strategies and campaigns are only as good as the people ‘fronting’ them.

And according to a recent report by Weber Shandwick, 63% of an organisation’s market value is tied to its reputation. How your spokespeople stay on message and present themselves are critical elements of protecting and promoting your reputation and market value.

What does media training involve?

The good news is that media training is a skill that everyone can learn, and a vitally important one for many executives, managers and directors. At Orchard, our team of communication experts and former journalists are here to help equip you with the skills, knowledge and confidence to make the most of media opportunities. We’ll share tips and best practice to prepare you for media engagements, practice your interview responses and review effective techniques to ensure your message is communicated effectively.

The demand for online learning

We have many years of experience delivering face-to-face media training courses, but COVID has provided new ways of learning, with many people turning to online training to ensure they have the skills needed in a rapidly changing world.

This is why we have launched an online media training course, available on our new digital platform called the Orchard Academy. It provides an overview of the changing media landscape, with examples of how and how not to communicate with the media. As an affordable online course, people are free to learn at their convenience.

So if you want to ensure you don’t get tripped up by the media then enrol for your media training course today by following this dedicated link:

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