Hughes blog post: Do I need media training? Yes, you do!

Media and social media training has proved its value for many organisations across the globe, in refining and delivering key messages to journalists or live audiences and also protecting reputations in the face of corporate issues or crises.

I can recall a PR disaster last year which saw Chip Wilson, Founder and Chairman of yoga wear brand Lululemon Athletica, make international headlines following an interview on the Street Smart program on Bloomberg TV. Wilson appeared with wife Shannon, who was being interviewed about a 60 second meditation program she was promoting.

Instead of meditation being the story, the trending headlines following his interview were “If your thighs rub together, Lululemon’s pants may not be for you.”

This comment and subsequent futile apologies using social media caused a share price drop and were major contributing factors to Chip Wilson losing his job as Chairman.

Your company spokesperson can ensure this type of scenario doesn’t beset your organisation, by enrolling in a practical media training session.

High quality media training sessions should have a focus on providing context to the modern media environment, while equipping participants with the skills to manage issues and raise awareness of their business through the media. The sessions should provide participants with the ability to conduct tailored television, print and radio interviews to simulate likely scenarios that are faced outside the training room.

If you are still uncertain about the value of media training, don’t be – it may turn out to be the best investment your organisation makes.

- Jamie Hershman