At the Tartan Group, we use a system called At Ease with the Media to train corporate spokespeople to convey their stories in an authentic voice. We want you to tell your story instead of evading questions by blindly repeating messages.
Eric Bergman who created the At Ease with the Media system was interviewed by the CBC's On Point program about a political messaging gaffe. This is an example of what can go wrong in media interviews.
The reality is that key messages are those points you want people to remember. Repeating them over and over in unchanging language without communicating information to answer a question makes corporate spokespeople appear unprepared, or worse, unauthentic.
Click here to view Bergman's CBC interview and media interview tips. Thanks to Eric for giving examples of how media training trumps staying on message every time.
And for heavens sake, if you are concerned about presenting your story to the media, give us a call !
The Tartan Group is a Canadian public relations and communications firm that specializes in integrated marketing communications. As an authorized trainer of the At Ease with the Media program, Tartan also delivers on line and in person media spokesperson training for corporations and associations.