Executive Coaching & Media Training: Same Difference?


To many, executive coaching sounds an awful lot like media training—just for a broader stakeholder base. And, in many ways, you are right. PR professionals' expertise in coaching, training or other types of counseling is rooted in their ability to overcome challenges by shaping messages and enhancing communications.

"Executive coaching and media training share many of the same goals, such as to improve the performance of managers and executives," says Andy Gilman, president and CEO of CommCore Consulting Group. "Coaching tends to look at the behaviors and styles; presentation and media training work on techniques and tactics. Yet both share the need to develop key messages, stories and examples that impact either employee behavior and, in the case of media, get a reporter to report information."

The overlap between executive coaching and media training can also apply to measurement strategies. "We often measure success in what we see or read," Gilman says, recommending that communications executives ask themselves the following questions:

  • Did the company or spokesperson get a better quote in an article?

  • If you poll employees, do they recall key messages?

  • Is the executive more open to discussion and collaboration on messages and strategy?

  • Internally, did you help create a culture that embraces preparation and practice?


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