Media Training Must Contribute to Bottom Line, Barks Writes in Latest PRNews Book

For immediate release                                  Contact:    Ed Barks
Thursday, September 8, 2011                                        (540) 955-0600


Results of research on the lasting effects of media training are now available to readers of the PR News Media Training Guidebook Vol. 4, thanks to an article authored by Barks Communications President Ed Barks.

The thought piece, titled, “Media Training Best Practices: Ensuring Long-Term Improvement,” focuses on research conducted by Barks that sets forth concrete steps media training consultants, internal communicators, and training participants can take to achieve more positive and long-lasting business and career success from their media training endeavors.

“I’m honored to be included once again in this valuable media training resource,” Barks said, “and pleased that the editors saw fit to carry an article on an important study that finally sheds some light on the lasting effects of media training.” He also shared his thought leadership in two previous editions of the PR News Media Training Guidebook.

His article in the latest publication begins, “Media training consultants don’t like to hear it. But the fact is a single media training workshop does little good in and of itself.”

“(M)any organizations and consultants overlook the impact that neglecting improved performance over time has on the bottom line,” Barks goes on to write. “What are the results of this lack of attention to meaningful long-term guidance? Left to their own devices, trainees often struggle to find a path to improvement.”

The article also shares best practice recommendations as well as practical steps organizations and their spokespeople can take to improve performance over time. Among the suggestions: Place future learning sessions on everyone’s calendars right away, hold additional sessions that cover a crisis or single issue, and conduct role play exercises periodically.

Barks closes by writing, “(W)ith added emphasis on learning over the long term, career and organizational goals can be placed at the forefront of the experience—where they belong.”

PR News Media Training Guidebook Vol. 4 is available online from PR News at

Ed Barks works with executives who want to ensure their media training efforts result in long-term business success, and with subject matter experts who want to enhance their career paths. The former radio broadcaster is the author of The Truth About Public Speaking: The Three Keys to Great Presentations. As President of Barks Communications since 1997, he has taught more than 3800 business leaders, association executives, government officials, athletes, entertainers, non-profit executives, and public relations staff how to succeed when they deal with the media, deliver presentations, and testify before government officials.