Effective spokesperson training: Navigating message delivery for B2B industrial players

Modern media training has evolved to meet the demands of today's digital landscape. With the rapid growth of social media and online platforms, PR professionals must adapt their strategies to effectively communicate and manage their clients' reputations, including the training of spokespersons.

Spokesperson training in the B2B industrial sector is crucial for effectively representing companies in a complex and specialized arena.

Thorough preparation will go a long way to managing interviews confidently, but professional media preparedness training will make the difference between being a “go-to” source for comment or just one of many contributors.

It is important to understand the experience-, confidence- and knowledge level of our clients’ spokespersons when we prepare for a training workshop. If the training needs of individuals are not carefully considered, it can lead to common mistakes that prevent brand and business messages from landing successfully with the media.

This is one key aspect of EMG’s training approach when it comes to preparing spokespersons: a focus on the individual.

Knowing your subject matter is as important as knowing the journalist, their publication or channel. It’s a given that spokespersons in these sectors must possess a deep understanding of their company and its products, but having knowledge of news trends and regulatory developments is what will turn an interview into a two-way conversation. Failing to prepare adequately can lead to vague, or inaccurate answers and a disengaged journalist.

The ever-evolving nature of social media and online platforms mean that spokespersons have so much more to contend with when it comes to the formulation and delivery of insights and news. While technical jargon is an expected part of a good trade interview, dealing with complex terminology does not need to be at the cost of telling a good story.

EMG’s training includes aspects that help clients understand how the media works, what constitutes news and how to blend technical information with brand messages and placing it in context of the broader news environment.

We also practice techniques for the delivery of messages, tone of voice, body language, staying composed, redirecting conversations to stay on topic and, of course, dealing with unexpected or hostile questions.

No training workshop would be complete without mock interview practice, role playing and preparing for a real crisis through simulation exercises. Playing back recorded sessions help spokespersons to observe and adjust their presence, and to see how they can bring their own unique style to every interaction.

EMG considers spokesperson training and media preparedness an essential part of marketing and communication strategy because we know that without effective, engaging delivery, even the best messages can get lost in translation.

So, to make sure that you’re fully prepared for your next big event, press conference or virtual roundtable, contact our media team today.


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