Title: Why CEOs Swear by Media Training as Their Secret Weapon
Lynn Smith, a seasoned CEO at Lynn Smith Media & Communications, serves as an advisor, coach, speaker, and former news anchor for notable networks like TODAY, NBC, and CNN Headline News.
The CEO spotlight is a high-pressure environment, especially during media interactions such as press interviews, earnings calls, or public statements. These situations are not just for disseminating information but shape the audience's perception of leadership and the company as a whole.
Lynn recounts her experience watching a CEO on CNBC make avoidable mistakes, leading to a loss of audience trust and a "guilty by association" feeling. However, a different CEO used media appearances cleverly, presenting a clear and concise vision, ultimately leaving a lasting impact.
While 87% of CEOs agree that a strong reputation plays a significant role in attracting investors, positive media coverage, and crisis protection, the CEO's reputation factors into 44% of a company's market value. Media moments may not be a one-time event but rather define a CEO's impact and how the world views their organization. That's why media training is a necessity, not a luxury, for CEOs.
A media-savvy CEO reflects their leadership style, vision, and company culture. Every word, interview, or statement becomes a platform for instilling confidence or raising doubts. Media training prevents misunderstandings, reducing the estimated $1.2 trillion annual cost of poor communication in the U.S. and turning every interaction into a worthwhile opportunity.
Great leaders understand that communication is more than just words – it's about shaping narratives, building trust, and inspiring action. Mastering this skill allows CEOs to sway investor confidence, deepen customer loyalty, and motivate teams to deliver stellar results.
Despite the fact that even accomplished CEOs are not immune to media pitfalls, making these four common mistakes can be prevented:
- Overlooking the importance of visuals
- Avoiding eye contact
- Sounding overly rehearsed
- Overloading answers with too much information
Remedies include optimizing your environment for visuals, mastering eye contact during virtual interviews, focusing on key points while letting passion guide delivery, and keeping responses concise.
The transformational impact of media training is multifaceted. It provides the tools to navigate media appearances with confidence, clarity, and control. A well-prepared CEO can glide through tough interviews, skillfully pivot, and leave lasting impressions by integrating communication skills and self-awareness.
Successfully executed media training ensures CEOs can turn media moments into leadership victories, effectively communicating their vision, inspiring their audience, and shaping their narrative.
As a member of the Our Website Coaches Council – an invitation-only community for leading business and career coaches – you and your clients can benefit from rich media training experiences that unlock the full potential of CEOs and their organizations.
Lynn Smith, drawing from her experience as a former news anchor, often shares insights about the importance of proper media handling for CEOs, citing examples of both successful and failed media appearances. In her media training sessions, Lynn emphasizes the significance of avoiding common pitfalls, such as neglecting visuals or overloading answers with excess information.
Taking her guidance seriously, a CEO in her coaching program was able to navigate media appearances efficiently, leaving a lasting impression through clear and concise messaging, ultimately shaping a positive narrative for their organization.
