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Training Wheels: The rebirth of communication

Part 1: Learning the ropes

Media training is one of the most important aspects of professional communication and is especially beneficial in the evolving world of public relations. It instructs individuals in effective communication and the nuances of interacting with media representatives, be it via interviews, press conferences or other media-related events.

By ensuring the spokesperson knows how to position the organisation they are representing, media training assists orators in staying on message while communicating with a target audience. The training also sheds light on dos and don’ts of engaging with the media, including the understanding of body language and the knowledge of the visual cues one must be keep an eye out for,  as well as the guidance in how to avoid answering questions and changing the direction of an interview through conversational bridging techniques.

By successfully going through the motions of media training, an individual must also adapt to the advancements of the ever-changing landscape of social media. This modern medium requires a set of new tools — Facebook live, Instagram stories, video releases — to master in order to meet audience expectations and deliver the same messages.

This dynamic landscape of social media will require more than just a theoretical approach, however. In the next part, I will shed light on this ever-evolving online medium and reveal the tools that newcomers and veterans alike will have to master.

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