2020 is an interesting and challenging time to be a media spokesperson. The volatile nature of COVID-19 has meant politicians are holding daily press conferences to keep the public informed. It has also called for leading experts from the medical field to put down the stethoscope and pick up the microphone, many for the first time, and many over Zoom or Skype instead of in the studio with experienced Producers to hold their hands. 

We caught up with two of Australia’s leading media trainers to hear their thoughts on the most effective communicators during the pandemic, how media training has changed under social isolation measures, and their top five tips for training spokespeople in 2020.

John Mangos is a veteran of more than forty years in Australian media. He was a founding anchor with Sky News when it launched in 1996 and presented the prime-time evening news bulletins for 15 years. He also anchored the Seven Network’s afternoon national news programme. John is now the Principal of his own company, providing strategic communications advice, interview and presentation training and government relations.

Mark Forbes is the Director of Reputation at Icon Reputation. Prior to working in communications, Mark held a number of senior journalism positions including as News Director of The Age, Editor of The Sunday Age, and as Editor-in-Chief at Fairfax Media. Mark has won numerous awards in his career, including several Quill Awards and a Walkley for an exposé’ of Australia’s role in the international steroid trade. 

Both John and Mark point to the importance of communicating with empathy, particularly when addressing tragic events like the COVID-19 crisis and Christchurch massacre.

John commented, “I think Dr. Brendan Murphy has been outstanding during the COVID-19 crisis. His intellect has shone through in an empathetic manner. He has demonstrated calm and strength under incredibly trying circumstances and under considerable pressure.”

Mark said, “Jacinda Ardern has provided a ‘how to’ lesson for all the Australian leaders. Check her response to NZ’s second wave this month. Her messaging is simple, human and authoritative. She’s always got one eye on the optics and clothing. Remember the headscarf after the Christchurch massacre? Generally, the Chief Medical Officers have performed well, especially Victoria’s Brett Sutton, with calm, practical advice."

Social isolation measures have meant the media training veterans have had to adapt quickly to preparing spokespeople for online interviews. The new landscape provides both challenges and opportunities.

Mark is based in Melbourne and has had to embrace remote training since the lock down was re-enforced.

“I have pivoted to remote training, and it’s especially relevant to coaching for remote media interviews. Broadcast outfits will continue utilising these as the pandemic recedes. We’re including modules for remote interviews but the basics remain - understanding media techniques and priorities, messaging and delivery, and dealing with hostile questions,” Mark said.

John has also adapted to media training during COVID-19 but sees some limitations in training people for media interviews online instead of face-to-face.

“I have conducted some coaching sessions via Zoom and although the principles remain the same for the theory, the practice (role play) exercises are not quite as personal. Everyone is different so the personal touch is very important when tailoring for media training.

“The message down the barrel is still the message down the barrel, but nothing beats personal review and critique. Audiences are curious about personal lives and critical, so think carefully what your background shot says about you when communicating via Zoom,” John said.

John Mangos top five tips for media training in 2020

1. You have no control over the questions, but 100% control over your answers so don’t be bullied.
2. Always go into an interview with your three strongest key points, and make sure you rehearse them.
3. Don’t over answer the question. Less is more.
4. Never repeat a negative, a false premise or language you wouldn’t otherwise use.
5. Be pro-active in your responses not reactive, and steer to your positive messages.

Mark Forbes top five tips for media training in 2020

1. Prepare - Do your homework, have proof points and prepare ahead of challenging interviews.
2. Understand the angles - what story is the reporter chasing and what story do you want told?
3. Define and deliver your key messages.
4. Be aware of visuals - simple, smart clothing, avoid the Skype “nostril shot”.
5. Engaging with media should build relationships as well as reputation.