Media Training for Frontline Employees

When the media calls or a crisis occurs, your organization’s designated spokesperson is rarely the first person on the scene. Field supervisors, administrative assistants and store managers are usually the first to face reporters and photographers.

Your organization never gets a second chance to make a first impression, so it’s critical that frontline staff know how to interact professionally with the news media. Staff should avoid answering detailed questions or giving interviews, but saying “no comment” or “I’m not allowed to talk to reporters” sends the wrong message. This interactive workshop prepares frontline staff to handle questions from the media and public, including how to:

• Understand how reporters do their jobs
   
• Handle phone calls from reporters in a positive manner
   
• Follow established procedures for working with the media, including how to maintain control over a physical location such as a construction site or company property.
   
• Refer reporters' questions to your organization's spokesperson in a firm, but polite manner
   
• Understand how to deal with persistent or aggressive reporters in a crisis
   
• Develop brief, positive and consistent responses to customer questions
   
• Communicate information about company media procedures to other staff members. Workshop handouts include a one-page desk reference with tips for handling media on-site and on the telephone, plus “talking points” for an employee meeting about media procedures.