Letter - Media training: just be transparent

Anthony Hilton said in his article, 'Public don't care about share price', that the great paradox of media training is that it has robbed companies of their ability to communicate (PRWeek, 26 Jan). While he is right to say bad media training can damage a company's image, when it is done correctly, media training can enhance the reputation that Hilton says is crucial.

The challenge with any interview scenario is to come across as believable and trustworthy and not to sound like you are reciting pages from the latest corporate messaging guide.

Understanding the media is key to successful training, and executives who think the public will not notice when they fail to answer a question are deluding themselves. The trick is not to avoid the question but to learn how to answer it.

I tell clients that the best way to deal with any interview is to answer the questions in as open and honest a way as they can. Openness builds trust - and, chances are, the interviewer will not be expecting it.

Nick Rabin, head of broadcast, Weber Shandwick.

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