Media Studies Schools - Career Training Choices

There are many career opportunities for those who choose to earn a degree in the field of media studies. Students can train for their desired career by enrolling in an accredited school or college that offers the specialized education they need. Career training choices offered by media studies schools allow students to train for work in film, radio, television, digital media, and more. Degree studies are available at an associates, bachelors, masters, and doctorates degree level of training.

Associate degree programs in the field of media studies provide students with the training they need to earn their degree in as little as two years. Students will have the chance to complete coursework that will give them the skills and knowledge to succeed. Subjects of study may consist of:

Advertising
Technology
Broadcast Journalism
Communication
Media Concepts

With an associates degree program students can train for a variety of careers that meet their individual goals. Careers available in media studies at an associate's level include working in education, research and development, entertainment, and more. Students can obtain the degree they need to enter the workforce prepared with an accredited school or college. Those who choose to can further their education with a bachelors degree program.

Bachelor's degrees can be obtained through a number of accredited schools and colleges. Students can gain the education they need to pursue the career of their dreams with just four years of study. Areas of study will vary depending on the school and desired career. Students may have the opportunity to study in journalism, pop culture, media and democracy, media practices, research, media concepts, and more. Students looking to earn a degree at this level can do so by enrolling in an accredited educational program. With a bachelors degree in media studies students will gain the skills needed to work in advertising, politics, communication, and other related industries. With an accredited bachelors degree students can pursue their career or further education at the graduate level.

Graduate level education includes a masters and doctorates degree. Students can earn the degree of their choice with an additional two to four years of training depending on the chosen degree level. Coursework will vary depending on the degree and chosen career. Students can complete training in leadership, history of communication, written communication, and more. Students will have the option to train for a variety of careers such as professor, researcher, public relations manager, marketing manager, web writer, and many other professions. Students can begin the career of their dreams once a degree is obtained in media studies.

Accredited educational training programs carry full accreditation from agencies like the Accrediting Council for Independent Colleges and Schools ( http://www.acics.org/ ). Students can gain a quality education from an accredited school or college. By requesting more information from accredited media studies schools students can start the path to an exciting new career. Contact a number of educational programs today to find the one that best fits your educational goals and needs.

DISCLAIMER: Above is a GENERIC OUTLINE and may or may not depict precise methods, courses and/or focuses related to ANY ONE specific school(s) that may or may not be advertised at PETAP.org.

Copyright 2010 - All rights reserved by PETAP.org.

Renata McGee is a staff writer for PETAP.org. Locate Media Studies Schools as well as Online Media Studies Schools at PETAP.org, your Partners in Education and Tuition Assistance Programs.

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Social Media Training - Why It's Important for Survival in Business Right Now

Would you like to know the newest way to create new business leads and increase customer loyalty in your business?

Would you like to know a way to expose your business thousands of customers locally or millions of people worldwide?

Then it's time you discover one of the fastest growing marketing mediums in recent history...it's known as Social Media.

The fact is if you're not on Facebook it's costing you money. If you're not using Twitter, you're missing out on connecting with customers online. If you haven't got a promotional video of your business on YouTube then you're losing customers to your competitors daily.

Consumers now EXPECT to do business with you online; they want to find you, interact with you, give you feedback, talk about you, tell their friends about you and much much more.

"But I don't know anything about computers or the internet" you say? Will this mindset grow your business?

If you're open-minded about improving yourself and growing your business there is now an opportunity you can't miss out on...

You can now enjoy Social Media Training via several channels such as a webinar, seminar, In-house training or directly from a consultant.

If you wish to invest in training for your business here's what a good course, webinar or seminar should include:

- How to create the ideal Facebook page for your target market

- How to know what your customers want and how to give it to them

- What to write on your Facebook and Twitter status updates so you give customers real value

- How to present your business online in a way that people want to do business with you

- How to deliver valuable information that Helps your customers solve their problems

- How to become an authority in your industry by educating prospects and customers

- How to 'monetize' the traffic coming from your social networking pages to your business's website

- How to build your database online and leverage it to minimize costs and maximize income

- How to fit social media into your workday, work smarter, not harder

You can expect to pay anywhere from a few hundred dollars to several thousand dollars for Social Media Training depending on the length of the training course, the speaker, the company running the course or the follow-up and/or mentoring offered.

If you'd like to expand yourself and your business and discover an untapped source of new business leads then this is definitely for you.

Before you sign up for training for your business it's best that you have a goal or objective in mind.

Do you want to learn how to...?

-Gain more customers for your business

-Learn how to convert leads to sales

-Learn how to turn Facebook 'fans' into paying customers

-Learn what to say and what not to say on Facebook

-Discover how to build online relationships with prospects and customers

-Manage your online Social presence

-Create a strategy that you can apply to your product or service

-Know how to monetize Twitter

-What to create videos about for YouTube

There's no end to what you will learn with this new marketing paradigm. The most important thing to realize is that the Social networking landscape is forever changing. The speed at which Social Networking has penetrated society with such a dramatic impact has never been seen before.

The implications for business are astounding. Various experts are openly saying that if you're not involved in Social Media for your business, in three to five years time you won't have a business.

What we do know for sure is that your customers and potential customers are using Facebook, Twitter and YouTube regularly if not daily. And if you don't have a presence on these websites this means that your competitors are likely communicating with your customers and potential customers. What does this mean for your business? Time will tell.

So what steps can you take moving forward? The first step is certainly to educate yourself and your employees through Social Media Training. Whether you decide to log into a webinar, attend a seminar or have a consultant come into your business to train your team collectively, it's essential that you begin taking steps in this direction immediately if you're to ride the wave of Social Media.

Matt Adams is a Social Media Consultant in Brisbane, Queensland, Australia. His company, Paradigm ProjeX assists business with Social Media Training, Social Media Marketing, Social Media Strategies, Social Media Management and Social Media Consulting.

Matt can help you create and implement a Social Media Marketing Plan with integrity. One that creates a targeted social network that you can leverage to build relationships with both existing and future customers. Having challenges keeping up with Social Media? Paradigm ProjeX can manage your entire Social Media Marketing plan so that the work is done for you and you can focus on running your business.

http://paradigmprojex.com/services/social-media-training

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MLM Training - The Evolving Power of Social Media Leadership

Leadership.

It is the Core Energy of any Success and Achievement that one may obtain and is also the Core of any Social Media Success that one may achieve.

That is what Social Media Leadership is about. Powerful evolving Leadership that will redefine the web and social media in general and the future.

How and Why? Everyone knows that Leadership is comprised of many things and many factors.

The definition of Social Media Leadership is critical to understand when you are looking at a culture and vehicle that has yet to fully develop and evolve as a mature entity. That is still years away from happening.

What IS Social Media Leadership?

It is a Mobilizing Energy which mobilizes people, powered by Value, Influence and Direction. This means directing them to new, more powerful possibilities which come from online social networking efforts.

Here is the Bottom Line: Social Media Leadership is Moving people to more powerful places and possibilities online.

Social Media Leadership requires the Leader to create a magnetic energy filled with HOPE in their videos, podcasts, and writings that will move people towards you and your products. You do this by Influencing them with Unexpected Value for their life from your message and Directing to New, more powerful paths of results and Success for their own lives.

That is what Social Media is about: New worlds of Possibilities and and new Thinking filled with Hope.

That is also what Leadership is about. Seeing new worlds of possibilities before others do, then leading them down a Value and Hope Driven path.

Are you doing that? Are you opening up doors of possibilities for folks and leading them through those doors?

Are you introducing "What could be" to people that still live in a "what used to be" world? You have a great chance to change a lot of lives through the power of Social Media Leadership.

Take the lead. Take the Initiative. Start something New. End something old. Guide people to New Knowledge. Direct them to Powerful People. Embrace new thinking. Plan bigger networks. Engage more Value on the social sites. Reveal the little known to the many. Expose what most cannot believe to those who want to believe.

LEAD somewhere. Lead anywhere. But lead to a powerful message and place that will impact people powerfully and transition them to a new Hope.

You be that Message. You be that value.

You be a Social Media GPS System and guide people step by step, connection by connection, conversation by conversation, down a powerful path that will direct them to something larger than themselves.

With Social Media Leadership you can:

1 Lead folks to new ways of communicating, connecting, and interacting with people that even 4 years ago was not possible.

2 You can lead folks to powerful new teachings that others have posted, recorded, or archived that they never knew were available through blogs, articles, videos and podcasts.

3 You can connect with folks that you do not know that are looking for direction and solutions. That is where you come in.

You must either have a solution - or BE the solution.

4 You can cast a vision in social media about where you are going and invite people to go with you.

5 You can guide folks to new thought leaders in social media, like Chris Brogan, Brian Clark, Michelle Macphearson, Carrie Wilkerson, Robert Scoble, Scott Monty, Mari Smith, Shama Hyder, and many others.

6 You can empower and guide folks through the culture of social media and lead them to new ways of thinking, doing, and creating the results they are looking for in their life with your message.

7 You can also establish yourself as a Social Media Leader by simply taking the lead in an area that no one is leading, (and there are many places to do that) and start communicating hope and your thoughts of Value to folks that are a part of your social media circle.

Social Media Leadership draws people towards your message and then leads them to more powerful results that are available but most do not know exist. You want to lead folks to a message that can improve, enlarge, expand, and enhance their life and business.

Social Media Leadership is about "Grouping Up" and building a leading a large group of folks to a place that only YOU can take them with your message and leadership.

Become a personal Social Media GPS System and GUIDE folks to greater heights and results. And that is one of the biggest secrets to Social media marketing: Lead- don't just persuade.

blessings...doug firebaugh

Doug Firebaugh is one of theTop Social Media strategists, MLM, Network Marketing Home Business Trainers, Speakers and Authors in the world. A Million people a month read his training letter.He has helped over 10,000 people worldwide earn in excess of 50,000 a year. He wants to help you do the same. You can subscribe to his FR-ee training letter -which includes 3 FR-ee gifts just for subscribing at http://www.passionfire.com - plus FREE ebook.

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Media Training Tips for the Novice: A Guide for Those New to the Media Spotlight

Media interviews can be difficult even for those used to public and media attention --but they can be downright terrifying for those who've never been in the media spotlight before.

For many who've never interacted with the media, fear of the media usually stems from a feeling of lack of control in the process, and concern over the reporter's motives in doing the interview. Will I be able to answer the reporter's questions? How will I know the reporter won't make me look bad?

Reporters of course, understand many of their interview subjects will react this way, and good ones will do what they can to put their interviewees at ease. Reporters though have a tendency to believe people's fears about the media are for the most part, groundless. As a media trainer and former reporter, I know it's not that simple. Facts often don't speak for themselves and interview subjects can indeed look foolish, inept or worse, even if that wasn't the reporter's aim.

The goal of media training is to teach you how to serve both reporters' goals and your own, truthfully, factually, and with confidence. Media training is designed first and foremost to allow interview subjects to understand how to exercise the control they often don't even know they have over the process.

The first thing for the novice interviewee to understand is that he or she is in far greater danger from a reporter who doesn't get it, than from a reporter who is out to get you. The vast majority of reporters want to get the story right. If they work for a mainstream news organization, there are standards they must meet and higher ups to hold them accountable to those standards. That's not to say reporters don't sometimes get it wrong. It means if they're a professional, they have a stake in getting it right and value their reputations. That means you need to concentrate on telling them what they need to know to get it right. I firmly believe that it's always in people's best interests to engage the media rather than shun them. Here are some basic rules for media interviews for you to keep in mind:

No Spin: Don't lie to a reporter. Ever. It doesn't mean you have to tell all, explain all and reveal all. It means you need to maintain your credibility at all times by making sure the veracity of what you say can be counted on. It also has the advantage of reducing the need to correct statements later.

Preparation is key: Reporters are looking to tell a story others can relate to or at least find a connection with. Think beforehand about the main points you want to make with a reporter and how you want to get those points across. This is called messaging and it's a vital part of any interaction with a reporter.

Think about why you're being interviewed: You are probably not speaking with a reporter just to provide them with raw data. More likely, you're there to provide some kind of perspective. Concentrate then on the bigger picture regarding the issue or the event; as an expert, an observer or a participant.

Less is more: Speaking to reporters requires getting to the bottom line as quickly, and as quotably, as you can. Deliver the supportive data, facts and backup information after you're sure you've delivered your message. Try to make your message as accessible as you can to the greatest number of people (no jargon, slang, or "inside language") and if you tell a story, make sure it's a succinct one that makes the point you really want to make.

Practice, practice, and practice: It takes a while to get comfortable with developing messages, reducing them to a few well-spoken statements, and staying on message through questions. The more you do it, the better you will get. No matter which reporters you speak to, trade, local, regional or national, print or broadcast, follow the same process of knowing who you are speaking to, for what reason, and determining what you want to say.

Media interviews should be a process of mutual gain. The media gets information, perspective, an interesting story or point of view, and you in turn get to reach the audience watching and listening to that segment of media. So give reporters what they're looking for--access, good quotes and reliable information--and you'll be rewarded with access to their audiences. Don't let your lack of experience stop you from engaging with the media and with the public you want to reach.

Aileen Pincus is a former local and national television reporter, Senior Hill Staffer and leading executive communication coach, training corporate, government and non-profit executives in the art of communication. http://www.thepincusgroup.com

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Media Training - Essentials for ALL Office Professionals

Often the first point of contact the media has with an organisation is with the front desk or receptionist. Although designated people within a company may have the training and skills needed to interact with the media, the first point of contact within an organisation can make or break a journalists perception of the company and may impact on how they report about your business.

Here are ten tips on how to be media savvy for all office professionals.

1. Have a Formal Media Policy.

Every organisation should have a policy on talking to the media. A formal policy helps minimise the risks and maximise the opportunities when dealing with the media. It is important to also understand and update this policy. Often a company might have a media relations policy but it is dated or the designated person may be on holidays, always know who is available, their role and how to contact them.

2. List by name in the organisation who can and who can't talk to the media.

This is the basis of a good media policy and well run organisations have clearly designated responsibilities in this area. Again have this list updated regularly, you never know when the media will contact your company.

3. Make sure everyone understands the policy and it is well communicated throughout the organisation.

It is important to communicate the media policy to all front line team members. This is especially important in an emergency or crisis situation. Often roles change and it is better to be prepared and professional.

4. Act as a gatekeeper.

Good office professionals are the heartbeat of an organisation and control the flow of information. A good executive assistant can play a vital role in acting as a gatekeeper and

controlling access to key decision makers in an organisation. Always be able to direct all enquiries to relevant people.

5. Be courteous.

Remember the media's impression of you represents the whole organisation and may influence how they report on your company.

6. Ask the journalist for their name, organisation, contact details and most importantly, their DEADLINE.

In the media, seconds make a difference whether a story makes the news or not. Take time to collect the vital information and make it a priority.

7. Always call back within an hour.

This ensures the journalist knows what is happening prior to the deadline and helps them better plan for their story. It also shows interaction, even if your not prepared for the interview or are still unable to make a statement, let the journalists know your progress.

8. Don't be drawn into speculation.

The media are highly trained at extracting information from people. They are some of the most persuasive professionals in the world. Be disciplined and avoid speculation. Always explain who you are and why you cannot give further information. Never lie or guess.

9. Assume everything you say is on the record.

Many journalists will use the line they only want background information and it will not be on the record (i.e. published or broadcast). In my experience it is better to avoid any grey areas and assume every time you speak to a journalist it will be used and in the public domain.

10. Review and evaluate.

If you have been involved with the media - whether positive or negative - it is always worthwhile to review your policies and procedures. Simply ask two questions - what worked well and what could we improve for next time. Monitoring your media also keeps you informed on how your company is being perceived by the public.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com

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Online Training Options for Media Studies Careers

Media studies is considered to be a broad academic field that allows students to study all forms of communication and how they affect society. Students have the opportunity to learn how to effectively use the latest technology to disseminate information in a variety of ways through higher education. Online training is available at several degree levels.

The field is predominantly made up of careers in journalism, broadcasting, and advertising. However, the content of education can be applied to numerous disciplines. Online education can be pursued as a general approach or a specific concentration such as journalism. Education is most commonly completed in one specific area of the field as students learn about the industry as a whole. Concentration courses and general courses are taken inside all degree programs. This interdisciplinary approach allows students to step into various careers because their knowledge of the communication field is broad. Associates, bachelors, and masters degree programs are available to students online. Certificate programs are available at some schools and are typically geared towards working professionals that need to brush up on technology improvements in their field.

American and global media is studied in a broad context within an undergraduate degree program. A number of concentrations can be entered that include photography, digital media, and advertising. Culture and society is heavily explored to give students an understanding of how media relates to the perception of communication. General topics typically include composition, writing for television, web design, and new media. Students working to complete a journalism degree program study how to write and disseminate information for a variety of mediums. Education will cover newspaper, television, advertising, and broadcast writing styles. Undergraduate training is concerned with giving students a wide skill set to prepare them for the workplace. Many careers have professionals doing a variety of tasks so the broad knowledge gained is essential for career success. Earning a degree opens a variety of careers that include:

Broadcast Journalist
News Journalist
Film Editor
Marketing Analyst

Media studies at the undergraduate level train students for a career and further schooling if desired. Online education at the graduate level is mainly available within a master's degree program. Students can expect to explore the procedures and effects that different forms of media have on communication. Advanced positions are available to students with this level of schooling. Cultural media, media theory, management, and social media are all topics included within a master's degree program. The growing field opens up numerous careers for students with a master's degree, which include:

Media Producer
Web Designer
Public Relations Manager
Filmmaker

Some online colleges and universities offer PhD programs in communication and media studies. These degree programs are academic and research based. They train students for teaching positions and upper-level careers. Research design, media philosophy, global communication, and advertising consumption are areas explored inside a program. This advanced training provides students with the skills to work in all areas of media studies.

Students can develop the skills necessary to work with mass media by completing an accredited media studies degree program. Agencies like the accrediting Council for Continuing Education and Training (http://www.accet.org/) are approved to fully accredited quality educational training programs and schools. Explore the different options and enter a continually advancing industry.

DISCLAIMER: Above is a GENERIC OUTLINE and may or may not depict precise methods, courses and/or focuses related to ANY ONE specific school(s) that may or may not be advertised at PETAP.org.

Copyright 2010 - All rights reserved by PETAP.org.

Renata McGee is a staff writer for PETAP.org. Locate Online Media Studies Schools and Colleges as well as Campus Based Media Studies Schools and Colleges at PETAP.org, your Partners in Education and Tuition Assistance Programs.

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Hispanic Media Training: How It Can Benefit You

How can media training help you create a successful Hispanic market campaign? There are plenty of examples of Hispanic market campaigns with a broad range of results. Many of you have heard of the infamous airline that invited travelers to fly 'naked'. In the same way, the slogan for pork as "the other white meat" which was successful in the general market was meaningless to U.S. Hispanics.

To promote their new business class leather seats, an airline invited passengers to fly "en cuero." It was not until they had launched the campaign that airline executives realized "en cuero" means naked in colloquial Spanish. Better to prepare than to do damage control after the fact.

When providing Hispanic market sensitive media training, trainers should explain to the spokesperson, regardless of his or her cultural background, the importance and role media play, how the training can benefit them personally and professionally. If necessary discuss media specifics such as types of media and media stories. America's diverse population makes it almost mandatory for interviewees to consider the impact of their message, the way they convey it and the audience. During media training it is important to match the messenger, the medium and the target audience using a culturally sensitive message.

Public relations practitioners should explain to their clients what is expected of them; and what they should expect during the interview process. A spokesperson should be aware of culturally sensitive issues regardless of the media outlet and language.

Another way to make the spokesperson aware of what to expect is to examine media types including online, broadcast, and print media. Describing interview formats (e.g. news, entertainment, and talk-show) and their characteristics expands the expert's understanding and equips him or her to respond appropriately to the situation.

How is Hispanic media training different? Sometimes the differences are subtle and other times they are easy to spot. How can Hispanic media training support your efforts to create a successful Hispanic market campaign? Understanding the unique aspects of language and culture of this desirable market, can help your Hispanic market spokesperson be more effective and your campaign be more successful.

Beyond Language

Hispanic media issues are about much more than language. Some Latino programs and publications are in English or bilingual. Even though some of the programs may be in English, successful interactions with Hispanic media require an understanding of and sensitivity to the Latino audience they reach.

Understanding the media outlet is a first step. Knowing how to deal with and approach the producers and reporters is another. Even if you are successful so far, the message and the messenger have to fit the audience and the medium. That was the case with the pork example earlier. Before launching a translation of the English language campaign, the pork association representatives learned that Latinos were concerned about health related issues; they had no objections to dark meat.

Savvy public relations professionals and interviewees do their homework before addressing the public. There are often cultural, political, socio-demographic, historical, and linguistic issues worth considering. In the same way, Hispanic media training must take into account cultural and linguistic nuances to be effective.

What does that mean in practical terms? Different experts, media outlets and target audience combinations require different approaches. There are eight main possible scenarios; including the Cultural Sensitivity Model.

Under the Hispanic media training Cultural Sensitivity Model a non-Latino expert must be aware of cultural issues to ensure a successful interview, from a Hispanic market perspective, during a general market media opportunity. A non-Hispanic expert addressing a general audience with a general message can end up on the wrong side of an issue without meaning to, if he or she is insensitive to Latino hot buttons. Such was the case of a columnist who offended Latino readers who read her magazine. Several Latino leaders called for a boycott of the publication, causing it to lose credibility and Hispanic readers.

Each interview requires an understanding of the particular characteristics of the audience. As the diversification of America continues, it becomes increasingly difficult to create one message to reach everyone effectively. Among U.S. Latinos, this diversification is also a factor. The challenge is that because the market is made up of a number of small groups rather than one single Latino group, there is no one approach or cookie cutter formula. When in doubt, consult a Latino market expert, preferably one specializing in Hispanic media training.

No single media training, regardless of the language, can address all potential situations and solve all possible problems. It can communicate some of the critical concerns and challenges to the spokesperson improving their effectiveness and making them sensitive to Hispanic market issues. This can facilitate the success of your Hispanic market campaign.

Elena del Valle is a 20-year marketing and communications veteran. Part of this article was derived from Hispanic Marketing & Public Relations (Poyeen Publishing $49.95). Additional information is available at http://www.hispanicmpr.com/?page_id=25

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Media Training: What it is and Why It Just Might Save You

Let's start with what Media Training is not.

It's not spin.

Media Training isn't designed to teach those in the public eye how not to deal with the obvious, avoid blame or dance around difficult truths.

What media training DOES do is help level the playing field for those facing the media, either for themselves or on behalf of others. To those outside the process, media training may seem like a way to "manage" the media. In fact, those inside the process know better than to think the media can be managed. The goal of media training is to teach management of your message to the public through the media. Managing the message is not the reporters' job--It's the job of the subject being interviewed.

In truth, saying what you want to say in the way you want to say it to a reporter is not an easy thing to do. No matter how substantial your title, how great a record of success or your level of confidence, it's not easy to face a reporter's questions. Every reporter has a war chest of stories of supposedly "slick" interview subjects coming unglued over the idea of the public learning what they just said, rather than what they meant to say.

As the subject of the media interview, you don't control the context, the questions asked, or what others might say about you, and for those used to being in control, that's not a pleasant prospect. That's why there are so many examples of executives, managers and even very public figures who simply avoid speaking to the media directly. Others who can't avoid it sometimes try to manage their communications by selecting only those reporters, subjects and situations deemed "friendly". At best, that approach works only for a limited time (until the public catches on or the media catches the interviewee off-guard). It means missed opportunities to reach a broader audience. Attempts to avoid the media may even become the story.

So what do those in the public eye learn through media training? There are three basics any good media training should provide:

1.)How to deliver a message: If you're going to be effective with the media, you have to learn about developing and delivering messages. Most reporters aren't interested in making their subjects look good--they're interested in getting a story whether it makes the subject look good or not. Messaging shows you how to meet both your needs and the needs of the reporter while doing no harm to your reputation.

2.)How to get the attention you want and deal with the attention you don't: On the other side of the coin from those who avoid the media at all costs are those who can't find their way into the public eye. The media regularly conduct interviews that never see the light of day. Often, it's because the subject being interviewed didn't have anything of interest to say. Media Training shows you how to become a quotable source for reporters, helping to increase the scope and the quality of your coverage. You learn how to deal with difficult situations as well, without circling the wagons.

3.) How to help different reporters need to tell your story effectively: The media, be they print or broadcast, work in definable and predictable ways. Understanding the rules increases your effectiveness and your control over what gets covered and how it gets covered.

Any effective media training teaches these skills by putting trainees through repeated practice. That takes specific scenarios and realistic mock interviews of all kinds; television; radio; print and on-line mediums. Trade and industry reporters may be interested in different things than wire service reporters or television reporters and all reporters use a variety of techniques. A good media trainer understands those differences and prepares trainees for the kinds of media they're most likely to be dealing with.

Finally, Media Training trains executives and spokespeople for the art of communicating the public statement. It gives companies, organizations and individuals the confidence of knowing how to tell their stories most effectively to their audiences. A confident public figure is one first and foremost willing to engage in communication. It not only can help make reputations and save them, it makes common sense as well. After all, who so ever seeks the public's ear would be wise to know what to do when they have it.

Aileen Pincus is President and CEO of The Pincus Group, a media training firm in Washington DC. A former local and national television reporter, Senior Hill Staffer and communications executive, Aileen and her staff train corporate, government and non-profit executives and public figures in the art of communications. She can be reached at http://www.thepincusgroup.com.

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Media Training - Why the Oil Industry is Going to Need More Media Training

The Gulf of Mexico oil spill has done more than damage just the reputation and market capitalisation of BP. It's put the entire oil industry on notice that cutting costs to improve shareholder value ahead of safety is just not acceptable. And the news media have highlighted this problem, adding to BP's woes, by talking about how an acoustic switch is not mandatory in the US (but is everywhere else) and that would have prevented the rig explosion. All oil companies are now going to come under severe media scrutiny. That's why proper, professional media training is going to be absolutely vital for these companies.

I know BP executives would have had media training courses both before and after the Deepwater Horizon disaster began but there were still flaws in their performances. CEO Tony Hayward told the media he would "like his life back" after weeks and weeks of dealing with the Gulf of Mexico oil spill. The comment was seen as tactless given that 11 workers had died when the Deepwater Horizon rig blew up in April.

The media - and therefore the public - absolutely frown on anyone ignoring sensitivities like that. So, how do you avoid such mistakes? Simple really - be aware of any sensitivities surrounding the incident and make sure you don't overstep any boundaries. In media relations training for the incident, draw up a list of the "no-go" areas and firmly cement that in your brain. This is particularly important for television media training as those clips often end up on YouTube and can go viral.

The best tip of all - have some compassion inherent within you. Don't let corporate or political life rob of you of that virtue and then you naturally won't fall into holes like that! (Former British Prime Minister Gordon Brown forgot that tip when he was campaigning for the election and called an elderly female voter a bigot, forgetting his radio microphone was still on when he clambered into his car and made the remark to aides.)

But back to BP, and the CEO also bought out the tried and true media skills training method of putting the spill into context by telling the Guardian newspaper that "the Gulf of Mexico is a very big ocean. The amount of volume of oil and dispersant we are putting into it is tiny in relation to the total water volume." That's normally a very good media training ploy but when you have a spill the size of the Deepwater Horizon one, you can't get into spin like that. This spill is too big a negative to ignore or gloss over with positive spin.

It's best to just fess up, say you're sorry and get on with cleaning up the mess, making sure the media know that all other rigs under your name have been checked and cleared - I havent seen any news media coverage on that last point yet and it's now two months after the spill began. It would indeed be much better if BP ignored the lawyers, who are always bad for public relations.

Meanwhile the investigative journalism site, ProPublica has published a damning story that calls into question BP's safety and environmental practices this century. The story goes much deeper than any daily news report can go and paints a very unsettling picture of BP operations and culture.

That, of course, is to be expected as the Gulf of Mexico oil spill continues. The media will dig deeper and look at other company operations. The industry generally must be quaking because the media spotlight is sure to broaden its reach to include other oil companies and their safety and environmental records. And that's why more media training is going to be needed in the oil industry worldwide.

Here's what the The Independent had to say about BP's Tony Hayward:

"...it is also important that BP's chief executive, Tony Hayward, puts a cap on his own stream of self-pitying and self-regarding remarks, which have only inflamed US hostility towards the company and indeed towards Britain.

From the now infamous complaint that he wanted "his life back" to yesterday's smug-sounding assertion in a television interview that BP would remain in the Gulf "long after the media have gone", the public face of BP has continued to display a tin ear for public opinion, turning himself into an almost pantomime figure, the proverbial smooth-talking, ill-intentioned Brit of so many Americans' darkest imaginations."

From a media training perspective - OUCH!

And the result of all this on BP? As I write this today, June 17, 2010, the company's share price has plummeted 50% since the rig explosion, it's been forced to cut dividends by 75%, significantly reduce its investment program and sell US$10 billion of assets to fund a planned US$20 billion fund to pay for the oil spill.

Graham Kelly runs specialist media training services out of Melbourne, Australia and has trained thousands of executives in 10 different countries. His website is http://www.kelly.com.au/media-training/

If you like some of his media training ideas in this article, you'll love his 100 media training tips which also comes with five media training articles - available free from http://www.kelly.com.au/media-training/media-training-tips/

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