Media Training generally refers to executives of companies and organisations learning how to deal with journalists and presenting a positive face when disasters occur. That means how to handle the "spin"
However real media training is a much more complex matter meaning how to invest millions of dollars of media funds across a diverse media landscape full of options and pitfalls that untrained people simply don't see. Media policy, media strategy, media planning, media buying and media audit are specialist tasks that can make or break the awareness, impact and share of voice for an organisation. Because of the complexity of media and unfortunately the subjectivity that creeps into the category multi millions of media dollars go up in smoke every year through lack of knowledge, poor quality staff and untrained people who somehow get their hands on the media budget.
Do yourself a favour and invest in media training for the people in your organisation. Media is an industry that has it's own culture and thrives on being different. Are your media dollars worthy of being nurtured and to obtain the best results?
Consider this checklist. If you have doubts about your media or are not sure, then media training is certainly needed.
1. Know media terminology. What do the buzz words actually mean
2. What media is best for your organisation based on a proven criteria
3. Understand regional variances and how they impact your presence
4. ROI, how to make it work for you
5. Media promotion and added value, How do you bring media alive
6. The art of negotiation. Do I accept what the media put in front of me
7. When not to advertise. Why withholding spending is important
8. Media clutter. How to avoid it
9. Media diversity. How to approach an over supplied media landscape
10. Media Audit. What actually did you buy
Media Futures presents media based articles in the continued quest to improve return on media investment. If your media practices are in need of an overhaul, seek out an independent media specialist.