Media training involves the specialized preparation of executives and officials to meet the media, and to enable them to effectively communicate key messages. These messages might be about a company's or organization's strategy and capabilities, a new product, or industry trends.

Among the benefits that media training provides are:

• more control of interviews through a positive, proactive approach to telling a company's or organization's story
• greater focus on key messages and positive information; less rambling
• greater clarity in presenting complex information clearly and concisely
• a better understanding of how journalists work and how executives can maximize their opportunities for positive press coverage
• ultimately, more effective media interviews and better editorial coverage

A typical media training session consists of an initial segment including a brief, focused slide presentation, "Understanding The Media." This segment also includes an important discussion of key media message points, which provide the "road map" for the interviews that follow.

The remainder -- and the majority -- of the session is spent practicing interviews, which is videotaped for immediate playback and an in-depth, constructive critique. The form of interviews in any particular training session is tailored to the company's or organization's needs, but generally include print interviews and one or two television interviews.

These media training sessions are highly-tailored, personalized sessions. There is nothing generic about them. Extensive research and preparation are used to develop interviews that are detailed, realistic and challenging.