The Case for Continuing Media-Relations Education

By: Ed Barks

Media training requires more than a one-day seminar. A recent study shows why association stakeholders should make that training a regular part of their work.

An association communications executive recently told me that media training is an important component in educating his key spokespeople. Nothing new there. But there's something different in this case: After the training is done, he says, participants ask for ongoing counsel in preparation for important media interviews. This all-too-rare emphasis on lifelong learning places his association's communications shop in the "far above average" category....