GAME PLAN
BE PROACTIVE
When it comes to media training, Cruthers
stresses preparedness. She advises main-
taining a list of people across the organiza-
tion that can speak to different issues,
then train. "If someone wants to interview
a volunteer, who have you got?"
With traditional media stretched and
content-hungry, Stellick encourages
groups towards storytelling and content
creation. "It's about trying to help [media]
get what they need while putting yourself
in the best light."
Inquire about interview topics before
radio and TV appearances, Stellick adds.
And if you have an official media spokes-
person, he advises keeping that individual
informed and close to decision makers.
For social media positions, Brian Clapp,
director of content for WorkinSports.com,
stresses journalism backgrounds (versus
enlisting fans), then spelling out job expecta-
tions, brand voice, plus consequences
for representing the organization poorly.
PRACTICE MAKES PERFECT
Cruthers feels media training is useful
at all levels. "Twice a year, I'll do a media
refresher." She focuses on breaking issues
and individual communications challenges.
Employees involved in crisis management
need extra attention, and the standard
format involves classroom learning and
skills practice, for example, faux interviews.
Says Cruthers: "You can give people a list
of key messages and tips on how to perform
well in front of the media, but until they have
a chance to practice, it can be difficult for
that message to sink in."
IN THE
TRAINING FOR
EXCELLENCE
CENTRE SPORTIF
DE GATINEAU
