I took an interesting meeting with a CEO recently. Within five minutes, it became clear to me that I walked in with the wrong assumption i.e. that he understood the value of executive media training. He didn’t.
In fairness to me, media training is such a given in most company’s executive development programs that it didn’t occur to me that this CEO wouldn’t appreciate its worth.
ROI of Executive Media Training
The CEO wanted to be able to measure his return on investment. I explained that executive media training is not like SEO— an easily measured metric. I can’t promise you that it will deliver you x number of customers or this many impressions.
What I can tell you is that the ability to communicate your message in the media—across all platforms—is invaluable. And the inability to do so is at worst—catastrophic– and at best– a missed opportunity.
For example, if you’ve gone through an executive media training program– and you do well during a three minute interview on a top morning network news program— you can communicate your message to five million viewers for free. If you wanted to buy three minutes of advertising during that show—it would cost you at least $300,000.00
If you have NOT been media trained–and you don’t do well during that interview—you’ve not only missed an opportunity to connect with millions of people in one fell swoop, but your performance might cause some people to think negatively about you, your company and/ or your brand. (Example: BP’s CEO Tony Hayward, “I want my life back.”)
How do you measure confidence? You can’t. But you know it when you see it. And you know when you feel it. Nothing will build your self-esteem more regarding interviews than being media trained. There’s something powerful in knowing that you can handle anything that comes your way. The best executive media trainers make sure that you are prepared for every scenario.
Lastly, the CEO asked why he should work with me. I shared my favorite compliment from a client.
“While other media trainers I’ve worked with have left their students with a list of “do’s and don’ts” to worry about, Noeleen left them with the two things they really need: new skills and the confidence to use them.”
And that is what makes my executive media training services… priceless.