Media training helps spokespeople to interact with journalists and other media interviewers more effectively. However it is important to choose a media trainer who has in-depth experience in this field and has a journalistic background.

Only an experienced journalist will be able to give spokespeople insight into what the media look for in a good spokesperson, and provide them with the skills to become one.

The right form of media training will equip spokespeople with techniques that will help them anticipate any eventuality in any interview scenario, prepare accordingly, organise their thoughts, and share knowledge clearly and concisely in a two-way discussion with a media interviewer.

Anyone who interacts with the media or is planning to do so will benefit from media training. Natural spokespeople do exist, but they are few and far between. Interestingly, these spokespeople are usually the first to jump at the chance of honing their media interaction skills.

At the other end of the scale are those who spurn the suggestion of media training because they consider themselves to be great spokespeople already with no room for improvement.

Meanwhile they are often the worst spokespeople to interview, due to their inflated egos, arrogant, know-it-all attitude, superficial knowledge, and a tendency to speak at the journalist instead of engaging in a two-way conversation.

Jennigay Coetzer is a freelance business and technology journalist with 25 years experience, and she writes regularly for Business Day. She also runs media training, writing skills and communication courses, and is the author of A Perfect Press Release – or Not?, a guide to writing press releases, which can be downloaded free from her website: www.jennigay.co.za.