Media Training
For executives of technology and science companies

Why Your Technology Spokespeople Deserve
a Tech-Savvy Media Trainer
 

Many media trainers are generalists who can tell you how to sit, what to wear, how to exude charm on television and during radio interviews (great for celebrities and politicians), and caution you about speaking in jargon. Many will tell you that how you say something is often more important that what you say. True enough for fluff or filler interviews with the general media. But when it's time to meet the tech press or industry analysts, the performance/content equation changes dramatically. While the way you convey your ideas is certainly important, in a tech interview, content is king. And your spokespeople need a media trainer who can help them meld credible content with great delivery techniques.

Your company should choose a trainer who has breadth and depth of experience with many technologies and a client roster of deep technology companies — a media trainer who primarily works with consumer products and had a few dotcoms to his or her credit won't necessarily be able to help your spokespeople explain the intricacies of your IT business analytics solution or your approach to financial supply chain optimization. Choose a trainer who can:

• Simulate the kinds of tough questions spokespeople will likely face when they encounter knowledgeable trade and business journalists or industry analysts who cover your field.

• Help provide substantive answers to difficult questions rather than simply "bridging" to more comfortable turf when asked why you're still offering fat client technology when "thin is in," or why your middleware supports CORVA but not EJB.

• Road test your strategic messages and help you identify weaknesses in your proof points.

• Review competitors and their offerings and understand the issues in your marketplace.

• Help your non-financially oriented spokespeople avoid making statements that can create Reg FD compliance problems.