Featuring expert insight from acclaimed media trainer, Kenneth Evans.
Kenneth Evans, APEX PR’s managing partner and in-house media trainer, sits down with Jacob Robinson, Consultant, and Megan Poole, Senior Consultant, to share insights on how the earned media relations landscape has changed, and how quality media training can help you handle your next media interview with rockstar poise.
Over the last five years, we’ve seen the “hollowing out” of newsrooms across Canada, how has that impacted client media relations programs?
“The sad reality is that legacy media has been suffering through constant shrinking revenues and newsrooms, as more attention and resources are diverted to digital programming,” says Kenneth.
Brands need to showcase their thought leadership and competitive strengths to consumers, clients, employees and other stakeholders via diversified channels. Often, it’s a matter of how. Earned media relations remains an important part of the public relations and communications pie – especially for teams working to showcase a potent brand point of view. Yes, “media” is more diversified now, but traditional media properties remain highly relevant and important to brand profile. Just as we still put pen to paper, we still pitch legacy media and will continue to.
The work of a journalist is harder now than ever. Working with tight resources, dwindling staff, uncertainty and juggling multiple beats. These reporters, editors and producers are really good at what they do, but the newsroom structure makes their day-to-day extra tough. Reporters used to be assigned a specific beat — be it banking, climate or education — that lasted years and maybe even a career. Today, a beat tenure is much shorter – twelve months or less, with a demand to cover more sectors simultaneously. A journalist's ability to dig deeper into a sector, to build genuine area expertise is now incredibly hard, so it is key for media trainers to coach brand area experts who can help the journalist “get under the hood” of an issue effectively.
How can media training evolve?
“There is an implied quid-pro-quo between the reporter and the area experts they interview. You, the brand area expert, delivers true news and in return the reporter gives qualitatively better brand profile,” Kenneth says.
That is, conventional media training emphasizes too much on technique over strategy and brand-centric messaging over timely, relevant news. It often come across as contrived, even salesy. Audiences see through that, and journalists are no exception – it's their trade, and they’re damn good at it.
The people we train at APEX PR are trained to deliver the news first and foremost. The needs, problems, barriers and missed opportunities a target audience is experiencing and/or trends and insights related to macro issues. Unless you’ve made an exceptional breakthrough, acquired a competitor or things have gone wobbly, your brand is not the news – much to the disappointment of some leaders. The news is the underlying problem your helping solve on behalf of your consumers, clients or constituents. We further strengthen this approach by directing the people we train to share their point of view. We ask them to dig deeper, integrating their point of view with facts, stats, data, insight and case studies. When you ‘nerd out’ on relevant research, news and trends, your editorial outcomes will be qualitatively stronger.
When journalists give you runway to speak, that's when you know you are feeding really good content. And that’s where you want to be time and again.
Conventional trainings tend to beeline it to the brand solution, focusing too much on brand, and not enough on the problem. And that’s where and why they ultimately flatline.
In your media training module, how do you marry strategy and messaging with performance? Is one more important than another and how do you help folks that don’t love the performance part?
“The thing I really respect about the people I train, is that if you put yourself up to be a spokesperson for your organization – you're already motivated,” Kenneth states.
Effectively carving out the story for the journalist that is relevant to the news cycle and focus of the reporter frees up the spokesperson from a performance point of view. They’re already accomplished, professional communicators. They wouldn't have been asked to take on media if they weren't already capable.
When you're in an interview, it's to have an assessed and proven point of view delivered in an ultra linear manner. Your point of view becomes personal – that's what the media looks for. And if you start with the news...the conflict statement, you, the spokesperson, will control the exchange.
It doesn’t matter if you’re an introvert or extrovert, you have the power! When you lean into the problem(s) your solving, with coaching support, a genuine level of performance and authenticity emerges.
What has the biggest challenge been in getting people comfortable with media, and where do you see things going?
“I take the pressure out of my sessions right away,” Kenneth says.
Most spokespeople we train are revisiting existing media training they’ve already had.
New folks to media training are asking, 'help me help myself,' which is primarily driven by initial fear. But journalists aren't out to get you, so long as you do your part to help deliver the news.
Earned media relations are an opportunity to position and catapult you and your organisation to the next level. Quality media training can mean the difference between doing 'good enough’ or making a lasting impression. Start your journey today.
If you’re interested in learning more, reach out to Kenneth Evans at kevans@apexpr.com.
About Kenneth Evans
A 25-year plus senior corporate communications strategist and communications trainer to some of the globe’s top brands, Kenneth has carved out a reputation for cultivating compelling brand narratives that protect and advance corporate reputations. Recognized as a practitioner with eye on brand image and positioning, Kenneth has also appeared on CBC TV, Radio Canada, Canada AM, BNN and on local GTA news programs as a communications analyst, and is the host of The Pivot By APEX PR podcast.
