How We Approach Media Training
Media training is not a luxury. It has become a necessity. Forward-looking organizations always understand the value of having a proactive approach to media relations, and a stable of qualified and credible spokespersons. Public representatives for all organizations need to be competent speakers capable of portraying a positive, confident and well-informed presence in interviews with media representatives.
Michael Beightol, President and Founder of Coyote Marsh & Associates, Inc., has prepared scores of business executives for media interviews. Our custom-designed, results-oriented training methodology assists spokespersons in clearly elaborating key messages in a manner that allows executives to gain control of all interview situations.
The result of a training session conducted by Coyote Marsh & Associates is an executive who has gained the skills, ability and confidence to deal with any interview situation no matter how stressful, difficult or contentious.
Dealing with reporters is one of the most counterintuitive experiences to be undertaken by executives. Participants in a Coyote Marsh media training session learn:
- What's news and how the media works
- How to reach important audiences "through the media"
- How to develop and deliver key messages
- Techniques for "controlling an interview"
- The difference between different media formats
- Tips on personal appearance
- The spokesperson's and reporter's "Bill of Rights"
- How to anticipate and prepare for the toughest questions
- How to think on your feet, clarify confusing questions
- To mask the hidden signals your body projects
- What to do when the phone rings, and it's a reporter
Media training should be tailored to an individual's needs while building upon his or her personal strengths and attributes. The actual training should build confidence while ensuring that the organization's key messages are communicated in a precise, believable and confident manner.
The team at Coyote Marsh has trained spokespersons for interviews with The New York Times, The Wall Street Journal, Time, Newsweek, Chicago Tribune, Milwaukee Journal-Sentinel, Washington Post, and the Los Angeles Times; all major broadcast networks; CNBC, CNN and PBS; and major wire services including Reuters, Associated Press and Bridge News. Executives have been trained from some of the leading companies across the country, including:
Sears|
| Gatorade|
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The Home Depot|
| Anheuser-Busch|
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McDonald's|
| EDS|
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Caterpillar|
| Deere & Co.|
| | |
St. Jude Children's Research Hospital|
| Northern Ireland|
| | |
Bank of Montreal|
| Harris Bank|
| | |
Wisconsin Energy|
| Fox River Group|
| | |
USA Waste Services|
| Aspen Skiing Company|
| | |
Des Moines Chamber of Commerce|
| Arthur Andersen & Co.|
| | |
Electronic Industries Association|
| PricewaterhouseCoopers LLC|
| | |
St. Joseph's Hospital|
| Trustmark Insurance|
| | |
State of Illinois|
| City of Chicago|
| | |
The Digital Age provides new opportunities for spokespersons to share their points-of-view across a myriad of media outlets. Media training by Coyote Marsh ensures that executives take advantage of every relevant opportunity with the tools and skills that ensure success.
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