We let the facts do the talking.

Psychology is in every move you make and every word you type (Vol 4)

Part 1: PR and Media Training

In my previous blog, I covered the history of psychology in PR and how to successfully implement it in PR campaigns.

In public relations, you are frequently asked to draft collaterals and support your clients in media relations and events, but, more often than not, you may also be required to provide media training to your clients’ spokespersons.

The reason for that is delivering an ideal interview relies on the questions and answers as well as on engaging with an audience, positioning the speaker as a trustworthy and reliable source of information.

Media training helps spokespersons understand the media, provide reliable information, have real-time exercises, and get the chance to evaluate themselves. But it doesn’t stop there!

When it comes to TV interviews, panel discussions, speeches, and one-on-one interviews, there are several micro-expressions that can help spokespersons better engage with an audience.

Micro-expressions are brief facial expressions that last for a fraction of a second. They occur when someone conceals an emotion, whether deliberately or unconsciously. There are seven universal micro-expressions: happiness, shock, contempt, anger, disgust, fear, and sadness.

Those closely observing your reactions may feel like your micro-expressions are an attempt to conceal information, and thus decreasing your reliability, especially as such expressions are an accurate reflection of your feelings that are quickly adjusted once consciousness kicks in.

Anyone who has spoken in such situations before has surely felt nervous. You even may have wondered “What questions could they ask me?” or “I hope I don’t freeze!” Your anxiety and nervousness is usually a result of the challenge of reading people’s reactions.

Can psychology help you identify people’s reactions and better control yours? Find out more in the next part of my blog.


Antoine Boghos is Account Manager at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |