Media Training
Experts can have control over a media encounter, and media training is important for developing the skills and confidence needed to feel in control. The more practice University of Michigan Medical School faculty and other experts have at interviewing - on subjects ranging from clinical research to crisis communications - the more likely it is that the media encounter will be productive. In addition, by actively promoting media training within the institution, we can identify those who are most articulate and comfortable doing interviews, and add them to our growing list of experts. This list, in turn, is one of the best resources for the Department of Public Relations staff who are promoting our institution to the media.
The Media Institute is an on-demand service provided by the U-M Health System Department of Public Relations for faculty, staff and others within the Medical School and Hospitals & Health Centers community. The Institute offers training and coaching to both novices and veterans to identify key messages and improve interview skills.
Why media training is critical
Why is it imperative that our faculty and staff are prepared to handle media interviews? We are in the media spotlight more than ever. Consider information from an independent survey:
- Between 2001 and 2002, the Medical School and Health System doubled their presence in the national media. This occurred while all other Top 10 institutions (U.S. News & World Reports ranking) except one declined in media presence. We're on the right track -- we need to take advantage of our excellent position.
- In 2002, we generated more than 2,000 stories about the U-M Health System/Medical School in print, radio, television and Web media outlets. Increased coverage over 2001 chiefly came through Time, The Wall Street Journal, Washington Post, USA Today and The Chicago Tribune. National reporters are eager to write about health and medical news -- and we have the news to give them.
- We have the opportunity to tell our story and to convey the messages that we want others to hear -- we need to ensure that we do this effectively. Our continued strong presence in the media spotlight places a greater emphasis on the need for clarity and ease of demeanor by those who are being interviewed.
The Media Institute can help these experts combine their resident knowledge with learned interview techniques to improve most media encounters. Crisis management is another area where the Medical School will benefit by having competent, practiced experts available for interview.
Media training at the Medical School has occurred in some fashion for decades; efforts were stepped up two years ago with media overview presentations to the associate deans and to administrators. Since that time, most associate deans have also taken part in individual videotaped coaching sessions. Content focused on a fictitious crisis that was specific to each associate dean's area of academic expertise and involved identifying the key message and looking for ways during the interview to repeat the key message.
The Media Institute supports media situations of every variety and appeal to the broadest number of potential Medical School and Hospitals & Health Centers experts. The Media Institute is flexible in design, offering on-demand training and coaching for novices and experts alike, in individuals or group settings. For graduates, or people who are already confident of their basic interviewing skills, the Media Institute offers advanced, individual coaching to handle more complex interviews. And finally, the Institute offers individual coaching as unique situations arise, such as a response to crisis management or Congressional testimony invitations.
Benefits
The benefits of the Media Institute are many. Participants develop a better understanding of why media relations are important, improve their skills and feel more confidence and enthusiasm for media interactions. Training gives the Department of Public Relations a chance to uncover great story opportunities, as well as new experts and strong performers. As more experts take part in media interviews, the University of Michigan Medical School and Hospitals & Health Centers names will appear on television, radio and print even more frequently than they already do, adding to the institution's reputation and prestige. The Health System is already featured prominently in state and national media outlets; this training helps ensure the result of that coverage is a good one.
Who should use the Media Institute?
The Media Institute welcomes any faculty or staff member, administrator or any other representative of the U-M Medical School and Hospitals & Health Centers who are interested in preparing for, or are likely to be, interviewed by the media.
Program Format
The Media Institute offers training at three levels:
- Basic techniques for the medical, research or administrative expert.
- Refresher (advanced) media training for the medical, research or administrative expert.
- On demand: Crisis communications and other issue-based needs, such as when testifying in Washington or dealing with a difficult news story.
The Department of Public Relations staff work with the prospective participants to identify goals and develop customized content for the training sessions. These are led by Tony Collings, who is a media advisor to President Coleman, member of the LS&A faculty and former CNN bureau chief. The BASIC session helps the participant to identify and deliver the key messages in an area selected by the participant, such as managing an issue or development message, or discussing research results. The session includes a videographer with camera and lights to mimic real television interview. The live camera allows for Mr. Collings and the participant to replay specific segments, discuss them and improve on the delivery of key points. Participants keep the videotape as a learning resource.
The REFRESHER or advanced training session is divided into two or three different scenarios and is individualized according to which skills the participant is interested in developing further. Examples include:
- learning how to deliver more than one key point;
- strengthening physical presence, including delivery skills;
- learning how to deal with a reporter who doesn't understand the topic;
- learning how to parry unwanted questions.
ON DEMAND or crisis communications training involves customized scenarios and talking point development based on specific events or situations.
Contact
Department of Public Relations at 734-764-2220.
