This month marks 20 years since my colleague Kevin and I started delivering media training courses. Back then it was all about writing (and posting!) a good press release, then leaving it a week or so before phoning up to see if it was of interest.
And then along came the fax which speeded things up no end, especially the ‘newer’ machines that could multi fax several numbers at once. The future had truly arrived.
Almost laughable now to look back on a 1990s press release in these days of 24 hour, immediate media. Social media has made even email look old fashioned as we juggle Twitter, Facebook, Instagram, Snapchat and new kids on the block like Twitch.
I suspect I’ll be retired by 2039, but I do wonder how we’ll be advising clients how best to reach the e-robots that will almost certainly be writing whatever passes as the daily press by then.
But one thing is for sure. A story will still need to be a story. Advertising disguised as ‘news’ will still be seen a mile off and quite rightly binned. I would also urge people not underestimate the power of traditional media. It continues to be the source for much of what is shared on social media.
And, of course, media training will be as important as ever. It’s about interviews. But, it’s also about understanding journalists/bloggers and their world, knowing what to expect and how to interact. That hasn’t changed in the last 20 years and certainly won’t in the next 20.
Whenever you speak to the media, you risk your reputation. So it’s a good idea to be prepared. Talking to reporters is not like talking to just anyone. There are rules to learn and skills to practice. Going for media training is like buying insurance. Give us a call and we’ll tell you more.
Devin Scobie