Bringing in the Specialist: Making the Most of Outside Media Trainers

Sure, your executive team is good on camera and talks easily
with the press. General media savvy is nice to have, and everyday
prompting and coaching from the PR team about executive
interactions with media are par for the course. But like every
general practitioner, sometimes a PR pro needs to call in a
specialist. Not only should formal media training from outside
consultants be a part of every executive's basic training, but it
should be an indispensable instrument in the PR pro's medical