Report Features 30 Recommendations for Media Training Improvement

For immediate release                                  Contact:    Ed Barks
Thursday, July 7, 2011                                                     (540) 955-0600


A single media training workshop, in and of itself, is of relatively little long-term value. That is one of the provocative conclusions in the latest research report from Barks Communications released today.

The report, titled, “The Lasting Effects of Media Training: Lifelong Learning or Temporary Phenomenon?” notes that “Every CEO who signs off on media training for her or his organization wants to ensure those training efforts result in long-term business success.” But that doesn’t happen often enough, says the study’s author, company President Ed Barks.

“Media training must deliver return on investment—an investment that bolsters long-term business success for the organization and career success for the participants. Yet in its current state, it too often fails that test due to a lack of emphasis on learning over the long run,” the report concludes.

“This research sets forth concrete steps that 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,” the 26-page report continues. The centerpiece comes in the form of 30 best practice recommendations for extending practical learning beyond the day of the training workshop.

This bounty of follow-up methods ranges from closing every media training workshop with customized next steps to holding regularly scheduled refreshers. The improvement steps also emphasize the value of applying techniques learned in a media training workshop to other areas of professional life, such as dealing with policymakers and running meetings.

The qualitative research is based on interviews with nearly two dozen communications training consultants and internal communications experts. Analysis of those interviews discerned four basic attitudes when it comes to lifelong learning relative to media training:

  • The Mover and Shaker, who wants to improve matters.
  • The Quitter, who gives up in despair.
  • The Carefree Soul, who really doesn’t care.
  • The Know Nothing, who is woefully ignorant.

Organizations seeking help from a media training consultant “must decide which is the right approach for you,” states the report. “At a very minimum, it would be wise to ask prospective consultants about their long-term approach to media training, and its return on investment.”

As the research points out, “Even a small attitude shift can help advance the long-term business success of organizations and the career paths of spokespeople.”

“The Lasting Effects of Media Training: Lifelong Learning or Temporary Phenomenon?” is available for $19.95 from Barks Communications at (540) 955-0600. The report’s executive summary is available for free 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 3500 business leaders, association executives, and other experts how to succeed when they deal with the media, deliver presentations, and testify before government officials.



Editors: For a copy of the full report, contact Ed Barks via e-mail or by telephone at (540) 955-0600.