January 10, 2024
It takes a long time to sound like yourself – Miles Davis
Becoming and remaining an effective communicator is an ongoing process. Regular media training sessions help you stay prepared for when situations suddenly propel you and your business back into the spotlight. If it has been a while since your last media training, consider a refresher in the New Year. A market repositioning, a corporate reshuffle, an acquisition, can all be reasons to revitalize your public speaking skills.
New Strategy
When a company pivots its strategy, corporate communication is key to ensure buy-in from all stakeholders: customers, investors, opinion leaders and the public at large. Recently, BIC, the well-known manufacturer of ballpoint pens, lighters and shavers, decided on a new marketing strategy to position their lighters as the go-to product for all flame occasions. To extend the company’s addressable market beyond the traditional smoking segment, they also promoted birthdays and campfires.
During such an evolution, BIC managers were able to communicate the change in corporate strategy with authority and conviction. They were prepared to answer tough questions as they built an engaging new narrative in support of the company’s decision. Returning to media training at moments of transition can help leaders continue to succeed at engaging their audience.
New Role
A market repositioning is just one reason to consider a refresher media training. John F. Kennedy said, “Leadership and learning are indispensable to each other.” A newly appointed CEO will be expected to undergo new media training, whether s/he was nominated from the ranks of the company, and whether s/he had previous media experience. This is because the CEO has a unique relationship with internal and external audiences, and questions from journalists are normally framed slightly differently when addressing the CEO.
After decades in various top positions within L’Oréal, Nicolas Hieronimus was ultimately appointed Group CEO in 2021. This presented an opportunity for refresher media training as he stepped into that spotlight. Speaking to Bloomberg TV, alongside his predecessor, Hieronimus stated, “There’s no teaching to become a CEO. You either learn on the job or you don’t.” There is no downside to rehearsal before going live as a new CEO. Effective communication is a key leadership skill and regular media training can help navigate the challenges of the fast-changing business environment.
New Trends
One element of business life that is always evolving is stakeholder expectations — from digital transformation, to sustainability, to diversity. The hot topics keep changing every couple of years. You should prepare and test new messages regularly to reach your stakeholders where they are and on the issues they care about.
Furthermore, the media landscape itself continues evolving, with new social media platforms rising and falling periodically. CEOs and other executives need to stay, “up to date on new trends and best practices.” If this poses a challenge, targeted media training can help you learn to use social media strategically, ensuring that your online presence aligns with your professional image and your company’s objectives.
Confidence is Key
The goal of media training is not to turn you into someone else, but simply to help you feel more confident ahead of any speaking situation. When considering the opportunity of a refresher media training, seek outside feedback on your most recent media interaction. It will point you towards areas for continued growth.
US tennis champion Arthur Ashe said, “One important key to success is self- confidence. An important key to self-confidence is preparation.” You will only get better at speaking to the media through repeated direct experience. Therefore, you should seize any opportunity for a refresher media-training!
