Why Media Training Is Important Before A Crisis Strikes

Faced with a crisis, are you prepared? Ed Barks, a communications strategy consultant and president of Barks Communications, provides valuable insights to help organizations be ready for the unexpected. His message: utilize media training proactively as part of an ongoing process rather than viewing it as just a one-time deal. Proper media training is essential during times of turmoil. With this system in place, you can successfully verbalize their message while internalizing what needs to be said – setting yourselves up for success when disaster strikes!
If you don’t have that kind of professional development, and ongoing routine, then you’re going to fall behind the competition. So find a way to do that. – Ed
Have an understanding of who you’re talking to, and what their readership or listenership or viewership is like, and go from there and tailor your message accordingly.- Ed
if you’re in a larger organization and you do not have former reporters in your media relations office, get some now, get them today because they can translate reporteries and reporter language and reporter perspectives to your spokespeople – Ed
Featured Guest
Ed Barks
President of Barks Communications


00:00 Introduction
02:25 Professional Exchange with Reporter During Crisis
06:03 How to Prepare Spokespeople for Crisis Situations
07:59 Media Relations: Off the Record, On Background, Questions to Reporters
13:25 Importance of Nonverbal Signals in Crisis Communication
15:35 The Benefits of Having Former Journalists on Your Communications Team
19:20 The Impact of Zoom and Other Video Platforms on Media Relations and Communication Efforts
19:54 Dangers in Postponing Professional Development Programs
22:36 Final Takeaways from Ed Barks
24:34 Outro
Produced by Heartcast Media