Thursday morning. Your phone rings. On the other end of the line you hear a journalist who is interested in you and your company. Your heart immediately starts beating faster. This is your chance to be in the news... But suddenly doubts strike. What should you say? How do you tell your story in such a way that it remains interesting? For many entrepreneurs, this is a recognisable situation. Media attention can give your company an enormous boost, but only if you know how to present yourself. Press training makes the difference between a missed opportunity and the start of a successful strategy to stay in the news with ease.
What does it mean to present yourself to the press?
Presenting yourself to the press goes far beyond simply answering questions. It is an art where you clearly convey your story, expertise and company vision. When you talk to journalists, you are a source of information that helps them tell a story that interests their readers.
Journalists look for stories that appeal to their target audience. They do not want to hear a dry sales brochure mouthing from your mouth brimming with company information. Nor a blaring commercial break. But authentic stories with a human face. As an entrepreneur, you can deliver that story, but then you have to know how to tell it and what you are (or are not) sharing...
Why is it important to be able to present yourself well?
Media coverage acts as an accelerator for your business goals. A good article can generate more leads than months of traditional marketing. It gives your business authority and credibility that advertisements struggle to achieve.
In addition, regular media coverage builds your personal brand as an expert. This opens doors to new business opportunities and partnerships. You are seen as a thought leader, someone others listen to.
The ability to present yourself effectively also protects you from negative publicity. Should problems arise, you can communicate proactively and manage the situation.
How do you learn to present yourself to the press?
Learning to present starts with self-insight: what is your unique story? What makes you special? What expertise do you have that is relevant to the outside world?
Next, it is important to understand how media work. Journalists have deadlines, seek newsworthiness and want stories that appeal to their target audience.
Practice is key. Start by writing out your core messages - three to five points you always want to get across. Practise these until you can tell them naturally.
What does press training entail?
A press training is an intensive session where you learn how to interact with journalists. It combines theory with practice and gives you concrete tools you can use right away.
You will learn to understand the rules of the media and how to structure your story to make it newsworthy. In the process, you will work on your body language, your voice and your reactions under pressure.
A key component is dealing with difficult questions. You will learn techniques to steer the conversation towards topics you are strong on.
What else will you learn during a media training?
A media training goes deeper than just the technical aspects. You develop skills to explain complex topics in simple terms. As an entrepreneur, you know your field inside out, but journalists often do not. You learn to communicate without jargon and still demonstrate your expertise.
Another crucial part is learning how to deal with stress and nerves. You will learn relaxation techniques and ways to boost your self-confidence.
What should a powerful presentation to the press contain?
A powerful presentation must first of all be relevant to the target audience of the medium. This means adapting your story to the type of publication and their readers.
Being authentic is indispensable. Journalists have a fine nose for inauthenticity. Your story must be genuine and fit who you are as a person and as a company.
Concrete examples and figures make your story credible. Abstract talk about success does not work, but a concrete story about how you solved a customer problem does.
How do you open your presentation?
The opening often determines how the whole conversation goes. Never start with standard phrases - that wastes valuable time.
Start with an intriguing statement, a tantalising pitch, a surprising fact, or a short story that immediately shows what your company stands for. For example, "Last week, a client called me crying because our solution had saved her business."
You can also start with a topical hook - something that is playing in the news and to which your expertise is relevant.
Examples of a good, concise pitch
An effective pitch is like a good story: it has a clear structure and sticks. A cybersecurity company says: "Every day, criminals try to break into Dutch companies some 51,370 times. We make sure they don't find the door."
The secret is in telling what you do in terms of impact, not in terms of processes or techniques. What does your target audience gain from your products or services?
Here's how my pitch reads: "I teach value-driven knowledge experts, authors and sustainable entrepreneurs to stay in the news with ease so that clients flock to them."
Who in your company needs press training and why?
As a business owner, you are often the face of your company and therefore the logical person for media contact. Journalists like to talk to the person in the end. But you are not the only one who has to deal with the media.
Your communications manager should also get media training. They are often the first point of contact for journalists and need to know how to identify stories.
Also consider key people with real expertise. A technical director who can explain complex issues intelligibly, or an experienced project manager who can give concrete examples.
Is press training worthwhile?
The investment in a press training course often pays for itself after just one successful media appearance. A good article can lead to new clients, partnerships or investment opportunities that are worth far more than the cost of the training.
In addition, press training gives you self-confidence. You are no longer nervous when a journalist calls, but see it as an opportunity. And you no longer experience any trepidation about proactively approaching the media yourself.
When is the best time to attend media training?
A good time is when your company enters a growth phase or a new market. This is when you often have more newsworthy developments and are more likely to attract media interest.
Media training is also valuable during organisational changes such as an acquisition or the launch of a new product. These moments call for clear communication.
What does press training cost on average?
Costs vary widely. Basic training for one person can start from EUR 2,997, while comprehensive training for a team can quickly reach EUR 9,997 or more.
Your investment depends on the duration, the number of participants and the depth of the programme. It is important to measure your investment against the potential returns.
Where can I get media training?
When choosing a training course, it is important to look at the trainer's experience. Has he or she worked in the media? Does the trainer understand how journalists think and work?
Also look at the format of the training. Does it work with real cases from your sector? Are there video simulations where you can see yourself reflected?
Linda Graanoogst of With Ease In The News has years of experience guiding entrepreneurs to successful media appearances. Her approach combines practical media knowledge with an understanding of the challenges SMEs face. She also has years of knowledge of N.L.P., subtle and proven influencing techniques (including from psychologist Robert Cialdini, founders of N.L.P. John Grinder & Richard Bandler) and influencing by harnessing the subconscious. Through her guidance, you will not only learn how to talk to journalists, but also how to tell your story in such a way that it has real impact.
The difference between a missed opportunity and a media breakthrough often lies in preparation. Invest in yourself, learn to tell your story powerfully, and discover how media coverage can take your business to the next level.
Find out more about press training from With Ease In The News.
