Society Leaders at the Global SLC took part in an interactive workshop with leading media training expert, Tom Maddocks, Course Director at Media Training Associates. 

Having spent 20 years as a business journalist on radio and TV, Tom was able to provide attendees with the practical tools needed to engage with the media. He emphasised that in order to stick in the mind of a journalist, it is important to not come across “dull and boring” and to “take a tiny risk of actually being interesting.”

In the session “Mastering Media Relations”, Tom explained that many people feel the sole aim of the media is to “make them look bad.” He challenged the audience to think about how to get the most out of the media and see the media as an opportunity.

Participants learned what stories will (and won’t) interest a journalist and how to deal with difficult issues. Tom stated that it is essential to go into an interview with key points that you want to get across and to try to lead the journalist to where you have expertise. He highlighted that statistics, personal stories and anecdotes will all help to build the story.

Tom noted that journalists want to hear stories that are:

1. New: Over and above the general view and not something that has been heard before.
2. Significant: A message that is tailored to the audience (why should the audience care?).
3. Interesting: What are the interesting issues, topics, people of interest involved? Think broadly and beyond your own silo.

CFA Societies also presented examples of how they have dealt with reputation management in the media at a local level:

• CFA Society France shared how they turned a surprise negative piece of media coverage about the CFA Program into a positive opportunity, resulting in a profile piece with Jean-Philippe Dorp, President, CFA, CFA Society France.
• CFA Society South Africa spoke of how it responds to press requests around cases of CFA charterholder malfeasance in the local market.
• William Tohmé, CFA, Regional Head of the Middle East and North Africa (MENA) region, discussed how to build a voice on key issues, including corporate governance and gender diversity in the MENA region. William has a long history of board membership with both CFA Society Emirates and CFA Society Bahrain and was able to interpret news challenges from both the Society and CFA Institute perspectives.

The individuals were then put to the test in a short interview with Tom on these issues. Their valiant efforts were reviewed and learnings shared with the audience. Tom did not let them off lightly!