Money Makers - Why Every Entrepreneur Needs Media Training

By Ryan Bass, Media Director – Otter PR 

The modern news media is more accessible than ever. Platforms like HARO and Qwoted have opened the door for any entrepreneur to become a content expert for their local or regional news outlet. Social media has also paved the way for meaningful media connections, giving any entrepreneur the opportunity to build relationships with journalists that can be leveraged to gain media exposure.

But having access to the media is meaningless if you are not ready to make a good impression. Media training provides the preparation every entrepreneur needs to capitalize on media opportunities. It is the key to transforming media appearances into brand-boosting events.

The following are a few key reasons why every entrepreneur who wants to boost their reputation and build their brand should pursue media training.

Media appearances provide instant credibility

Establishing credibility is a critical component of entrepreneurial success, but it is also extremely difficult to achieve. A strong portfolio of glowing testimonials can take a lot of time to acquire. Building up a solid five-star rating is also a lengthy process, not to mention one that can be easily undermined by a rogue customer.

Media appearances, however, can add instant credibility to your brand in the eyes of the public. When a news outlet includes you in its reporting as an expert or thought leader, it provides a third-party endorsement of your brand. Your job is to be prepared so you come across as confident, comfortable, and trustworthy. Invest in media training, and you ensure your media appearances attract the attention of customers and investors.

Media appearances humanize your brand

Your advertising helps consumers know what you are selling. Media appearances help consumers know who you are by humanizing your brand and revealing the people behind the products.

Media training gives you the skills you need to show up as your true self in media interviews. Proper preparation removes the anxiety and nervousness that can undermine the impact of your appearance. It gives you the know-how you need to show up as your authentic self and connect with viewers in a positive way.

Research shows that today’s consumers are looking for more than a great product at a great price. They want a brand that is authentic, with 75 percent of US shoppers saying they are willing to pay more for products and services from authentic brands. 

Media interviews provide you with the opportunity to present your authentic self, and media training ensures that you have the skills to do that.

Media appearances happen without a net

In most cases, your media appearance will be one take. You either nail it, or you don’t — there’s no safety net — which is why you must be prepared.

Media training equips you with everything you need to maximize every media opportunity, giving you an industry insider’s insights on what to expect and how to effectively engage. It teaches you how to craft a compelling message that fits the media format and gives you the skills and confidence you’ll need to think on your feet and handle tough questions.

Every entrepreneur, regardless of where they are located or the size of their business, can boost your brand with media interviews. The key is being prepared when the opportunity arises. Media training is an essential and valuable part of the process in which every entrepreneur should invest.

– Ryan Bass is the media director at Otter PR. He's currently an in-game reporter and host on Bally Sports Sun for the Tampa Bay Rays and Major League Baseball and also reports on a variety of topics as a national correspondent for NewsNation TV. He's been a broadcast journalist for the last 15 years, spending time at WTSP-TV CBS Tampa and CBS Sports.