Triangle Multiple Listing Service

Media Training Session

Client

Triangle Multiple Listing Service

Year

2023

In Partnership

With Deb Sofield, professional speech and media trainer

Deliverables

Key Messaging Guide
Crisis Communications Flash
Media Reference Guide
In-Person Training Session

Triangle Multiple Listing Service

As a part of ongoing work with the Triangle Multiple Listing Service (TMLS), Sinclair PA partnered with Deb Sofield, award-winning speaker and media trainer, to conduct a media training session. After identifying key spokespersons within the organization, Sinclair PA put together a strategic key messaging guide to help shape the voice of the organization, aligning with its values and mission, and ensuring consistent communications from all parties.

The session included a full-day session with selected individuals, exploring the media landscape surrounding their industry and trends to be aware of. Session content focused on potential pain points in the media and crisis scenarios as well as general messaging.

Strategies and Tactics

The media training session was based on TMLS’s key messages and how they align with the organization’s mission, and how that impacts key stakeholders. Key spokespersons were identified within the organization and then coached on how to deliver these messages in various media settings, including on-camera interviews, as well as best practices for communicating with the media.

The training session emphasized the importance of nonverbal communication, including body language and tone of voice, in delivering an effective message. Participants were also given practical tips on how to handle difficult questions from journalists and how to stay on message even in challenging situations.

Making the Most of the Media

1. Prepare

Before speaking with the media, it’s important to prepare key messages and talking points that you want to convey. You should also anticipate potential questions and prepare responses.

2. Be concise

In media interviews, time is often limited, so it’s important to be concise and to the point. Avoid using jargon or technical terms that may confuse your audience.

3. Stay on message

Make sure to stay on message and focus on your key points. Avoid getting sidetracked by unrelated topics or questions.

4. Be authentic

It’s important to be authentic and genuine when speaking with the media. Avoid sounding scripted or rehearsed, as this can come across as insincere

5. Build relationships

Building positive relationships with journalists can be beneficial in the long run. Make an effort to be friendly, responsive, and helpful, even if you are not seeking media coverage at the moment.

By the end of the session, TMLS spokespersons were more confident in their ability to deliver the organization’s messages and handle difficult questions with ease.

Since the session, TMLS has been able to implement the strategies crafted during training and improve the overall approach to communicating with the media. By highlighting and preparing a number of spokespersons within the organization, TMLS has been able to diversify its voice in the media, aiding in credibility and ensuring that they are better prepared to deal with media requests at any point in time.

It’s important for any organization to not only know what they want to say, but how to say it effectively and consistently. Through the creation of key messaging and a crisis communications plan, TMLS was able to hone in on its messaging and ensure its alignment with the organizational mission and values, and then make sure that they knew how to communicate that effectively.