3 Ways Advisors Can Master Media Training
What do you get when you cross a finance reporter with a vegetable? A common tater.
Listen, we tried but, in our women-owned boutique PR firm, dad jokes aren’t our forte.
But do you know what is? Media training. Media training is a cross-disciplinary skill that supports greater brand awareness, mitigates reputational risk, and serves as a springboard for smarter, more strategic communications and marketing. For RIAs and wealth management professionals, it’s an increasingly necessary skill set that also supports firm differentiation, client retention, and third-party validation.
While advisors and wealth management professionals are no stranger to performing under pressure, many executives are unaware of how to effectively prepare for the media moment when it arrives, particularly if they do not have a full-fledged communications team or PR firm at their disposal.
By understanding what reporters look for in a source and how to prepare for the opportunity, it becomes easier to build rapport with journalists. Here’s a practical framework to get started.
What do you need to know before accepting an interview request?
Picture this: after weeks of trying to get a reporter’s attention, you finally land an interview opportunity. Now, you must prepare to ensure the conversation goes smoothly.
As a rising subject matter expert, there are a few things you should know. First, there are many ways to engage with reporters. Media opportunities come in all shapes and sizes. One day you might be sharing a quick quote over email, and the next you could find yourself on a podcast, speaking with a reporter over the phone, or sitting down for a television interview. Each format offers a different way to tell your story and showcase your expertise, with varying levels of audience engagement, preparation, and control over the final narrative. Understanding the strengths of each can help you approach every opportunity with confidence.
Regardless of the format, reporters want an expert who is valuable and credible. Beyond subject-matter expertise, the ability to use anecdotes and data points helps them put content into a broader context and connect it more comprehensively with readers. Consider how to blend in industry conferences and conversations, third-party research, or other personal or professional touchpoints to make your point of view pop.
Remember, unique insights are always preferred, so consider what makes you stand out and avoid jargon at all costs.
How should you prepare for an interview?
In a perfect world, you have a communications team or PR partner helping coordinate media interviews, vet opportunities, and prepare you for every step. While reporters do occasionally reach out directly to executives, founders, and subject matter experts, a strong PR team plays an important role in ensuring those opportunities are aligned with your goals and that you're fully prepared before stepping into the conversation. Whether an interview comes through your PR team or lands directly in your inbox, there are three key steps that can help set the stage for a successful outcome.
First, do your research and have a briefing document in hand. A good PR partner should help lead this process by researching the reporter, reviewing their previous coverage, identifying relevant background information, and providing insight into the publication's audience and editorial focus. Understanding who you're speaking with and who they'll ultimately be speaking to allows you to tailor your message more effectively. We often distill these insights into a concise briefing document that gives spokespeople the context and confidence they need heading into an interview.
Next, identify your three key messages. While interviews are naturally conversational, the strongest spokespeople enter each discussion with a clear understanding of the points they want to communicate. Your PR team should work with you to develop and refine these messages, anticipate likely questions, pressure-test responses, and ensure your expertise is communicated in a way that resonates with the intended audience. While reporters may not always provide questions in advance, thoughtful preparation can help you stay focused regardless of where the conversation goes.
Last, but certainly not least, lean on your communications team for support. A PR professional can help coordinate logistics, join the interview, facilitate introductions, take notes, and manage any necessary follow-up afterward. They can also help navigate challenging questions, provide additional context to reporters when needed, and ensure important information doesn't fall through the cracks. Above all, a PR partner helps protect and strengthen media relationships by ensuring responses are timely, accurate, authentic (and not AI-generated) and respectful of a reporter's deadline.
What are the long-term benefits of media training?
Media training is smart for executives and growth-focused companies. With the right framework in place, it can be easily incorporated into your existing communications goals while supporting firmwide growth.
As your company grows, chances are you'll find yourself speaking with the media more often. The reporter you've been chatting with at a trade publication today could be writing for Bloomberg or CNBC a few years from now and looking to you as a trusted source. Media relationships have a way of growing alongside careers and companies.
Whether you're speaking with a niche industry publication or a national news outlet, learning how to engage confidently with the media can open doors, amplify your expertise, and help establish you as a trusted voice in your industry.
Ready to sharpen your media presence? Reach out to the team at Greenrose Communications today to learn how we can help you prepare for your next media opportunity.