Between us (Marianne and Marilyn), we've spent decades successfully training executives to be ready for media opportunities.The hardest part of doing this work with an executive is getting their time, focus and buy-in. Once we have those three elements in place, we can begin work on five key areas for development:
Understand the medium: There are different techniques to master for different environments–broadcast TV and radio, online video and podcasts and print media–so be clear about what you’re preparing for. For example, if you’re an executive appearing on TV to discuss quarterly earnings results, knowing the studio background and the framing of the shot will inform your appearance and other non-verbal communications. If you’re in a podcast or radio studio, you’ll want to learn the dos and don’ts with microphones.
Know your audience: While you likely speak to many different audiences as an executive, be clear about the needs and expectations of your specific audience. This will help you focus on both your messaging and delivery. For example, if you’re a CEO delivering the quarterly results your audience will expect you to present your financials with personality, enthusiasm and vision. However, if you’re a CFO your audience expects something different–namely numbers, data and trends, presented in a way that generates trust and confidence. Developing your persona with your audience in mind is key.
Master your narratives: Company narratives, product narratives and your personal narrative are all vital for any media appearance. Being clear about your content, what you’re looking to communicate, your positioning and guidelines will help you stay on track during an interview. This work should be done well in advance of any media appearance and you’ll likely have a team of people from various departments helping to develop your content and create the soundbites that will resonate.
Build range in your vocal techniques: Once you’ve mastered your content you’ll need to work on your delivery. You want to be engaging and interesting to listen to. This requires an understanding of vocal dynamics, and that you to hear yourself the way others hear you. Watching and listening to ourselves is generally an uncomfortable experience, but we’ve found it a useful technique in building self-awareness and correcting bad habits.
Make time to practice: Being prepared to answer whatever question comes up requires hours of practice. If you’re not well rehearsed you’re likely to be guilty of one or more of the following: a) talking your way into your answers b) 'motoring' — talking without taking pauses c) not knowing when to stop talking d) not having strong, concise, soundbites at the ready e) not sticking to your key messaging
Some of these mistakes could get you into trouble with an intrepid reporter or host, and others will result in your audience zoning out.
We coach media training one-on-one with senior executives, leveraging their existing talents and strengths to improve their communications skills. We also coach in small groups when appropriate. Typically the engagements are a half-day commitment–we understand that executives’ time is tight. Developing a more confident, self-aware and engaging version of yourself is valuable for all presentation and media opportunities.
Photo Credit: Jonathan Velasquez