Media Training - Pitching Call

Shaping Speakers for Success: Media Training in Property

In our rapidly changing digital world, clear communication is essential for businesses. This is especially true in the unpredictable real estate market, where a positive public image is key. Achieving this requires effectively sharing important brand messages.

It’s critical to prepare company spokespeople for any situation, underscoring the importance of media training. This isn’t just recommended; it’s indispensable for business success.

What is media training?

Put simply, media training is a structured program designed to equip individuals with the necessary skills and knowledge to effectively communicate with the media. It encompasses various techniques, including message development, interview preparation, body language awareness, and crisis communication strategies. 

The primary goal of media training is to ensure that a brand’s spokespersons can deliver the firm’s key messages confidently, accurately, and in alignment with the company’s objectives. However, effective communication is a skill that is much harder to execute than most people think. 

For example, a company CEO might excel at running a profitable, sustainable business with fantastic values, but we’ve often seen these successful people fall apart when presented with tricky questions and a camera in their faces. That’s why investing in comprehensive media training, led by media professionals, cannot be overstated.

I’m not sure my company needs to be media-trained…

In the dynamic landscape of property and construction, where public perception can significantly impact business outcomes, all businesses need a spokesperson roster of media-trained professionals.

Successful completion of media training fosters a thorough understanding of how to engage with the media. This, in turn, ensures spokespeople can:

  • Control a narrative Media training empowers spokespersons to steer interviews and conversations towards key, pre-prepared talking points, ensuring that the company’s message remains clear and consistent.
  • Build audience credibility and trust: Well-prepared spokespeople project confidence and authority, enhancing the credibility of the company they are representing. This helps to improve trust among stakeholders, including investors, clients, and the general public.
  • Handle crises: Property companies operate in a naturally risky environment, where issues such as project delays, zoning disputes, or community concerns can arise unexpectedly. Media training equips spokespersons with the skills to address crises swiftly and effectively, minimising reputational damage.
  • Enhancing personal profiling: Effective media training helps in shaping the public persona of key spokespeople, positioning them as thought leaders within the industry, which can help elevate the company’s profile and strengthen its market position.
  • Maximising media opportunities: Whether it’s participating in interviews, attending roundtables, speaking at industry events, or engaging with stakeholders through social media, media-trained spokespersons are better equipped to capitalise on all relevant media opportunities, amplifying the company’s reach and influence.

Integrating media training into marketing and PR strategies

Media training should always be viewed as an integral component of a property company’s broader marketing and public relations strategy.

By investing in the development of spokespersons, companies can effectively leverage media channels to:

  • Enhance brand visibility: Media-trained spokespersons serve as brand ambassadors, contributing to increased visibility and brand recognition.
  • Shape public perception: Through strategic media appearances, opportunities and interviews, spokespersons can shape public perception of their brand. This can highlight the company’s values, achievements, and contributions to the community.
  • Mitigate reputational risks: In the event of a crisis or a situation that has potentially negative ramifications on a brand, media-trained spokespersons are better equipped to navigate challenging scenarios, mitigating reputational risks and preserving stakeholder confidence.

Media training is not just a valuable investment for property companies; it’s a strategic move to put reputation and credibility at the heart of a communications strategy.

By equipping key spokespeople with the skills and confidence to effectively engage with the media, companies can safeguard their reputation, enhance brand credibility, and capitalise on opportunities for growth and influence in an increasingly competitive market.

For more information of our media training workshops, drop our associate Phill Etchells a line at,uk 

Photo by Ono Kosuki