Media Training: A Must-Have Subject for New CEOs. Effective Messaging in the "With COVID" Era

The second spring has arrived as we continue living with COVID-19 countermeasures. With vaccinations underway and the footsteps of a different daily life approaching in 2021, announcements of new presidents are increasing ahead of the peak shareholder meeting season.

In a situation where the phrase "uncertain outlook" still fits perfectly, what should leaders communicate to stakeholders? During the "crisis" of COVID-19, leadership communication becomes even more critical and draws heightened attention. It is no exaggeration to say that a leader's communication skills can determine the very future of the company.

This article explores the communications required of leaders in the "With COVID" and "After COVID" eras, and the importance of training to deliver them more effectively.

Refocus on the "here and now" and communicate in your own words

Unfortunately, the rise of remote work and online meetings has reduced opportunities for face-to-face conversations. While corporate communication activities are increasingly moving online, the importance of top leadership's communication skills remains unchanged. In fact, the elimination of time and location constraints through digitalization likely means more opportunities for communication will arise.

Media outlets are particularly interested in the unique perspectives and insights of top executives. Communicating, in their own words, how they envision the future of their industry and what kind of business their company is pursuing within that context, speaks directly to the future potential of the organization itself.

Internally, too, messages from top leadership are the source that unites the organization. According to a Cabinet Office survey(※), as of last December, the telework implementation rate in Tokyo's 23 wards was approximately 40%. With daily COVID-related news and longer periods spent at home, employees are increasingly identifying more as "individuals" than as "company members."

※Source: The 2nd Survey on Changes in Lifestyle Awareness and Behavior under the Impact of the Novel Coronavirus Disease (COVID-19) (Cabinet Office)

How to connect employees with the company and foster a sense of unity is a key challenge for businesses moving forward. One crucial message to convey is the company's social role and its purpose within society. Clarifying "goals" and sharing a common direction is vital.

When communicating a company's social role, using your own words is key.

How to communicate measures to prevent the spread of infection. Even the same content can be evaluated differently depending on who communicates it and what is said.

In a society anxious about the novel coronavirus, strong leadership is demanded, but this does not necessarily mean harsh words are required. A tone of politeness and consideration tends to be more readily accepted.

Prioritize expressions thoughtfully crafted by top leadership over polished, scripted speeches. Words that reflect a thorough re-examination of the organization's foundation and careful consideration of the future will be accepted and understood. Furthermore, effective training exists to convey those words more impactfully.

What is the increasingly important "Media Training"?

While numerous training programs exist to enhance communication skills, the number of companies introducing "media training" – specifically designed to prepare for interactions with the press – appears to be growing year by year. Previously, most companies conducted "press conference training" as part of risk management, focusing on emergency situations.

When an emergency occurs within the company and top management must apologize and explain to society, how clearly and sincerely can they communicate? It is only natural to want to simulate in advance how one will behave in such a situation, which could determine the company's fate.

According to a corporate communications capability survey conducted in 2020 by the Corporate Communications Strategy Institute (within Dentsu Inc. PR) targeting domestic listed companies (conducted May-August 2020), approximately 20% of responding companies (474 companies) stated they "continuously conduct simulated emergency press conferences."

From the Corporate Public Relations Research Institute's "Corporate Public Relations Survey (2020)"

However, the top executive's interactions with the media and society extend beyond "apology press conferences." It is crucial to consciously communicate with the media and stakeholders during moments that convey the company's future potential and vision, such as interviews upon assuming the presidency or press conferences announcing management plans.

Recently, interest in "interview training" designed for positive scenarios is also growing. In the aforementioned corporate communications survey, only about 7% reported "conducting training to strengthen top executives' presentation and communication skills." While this figure is lower compared to press conference training, inquiries from companies are steadily increasing, with concerns such as "we're unsure which to prioritize first" or "the president has reservations based on past interview experiences before taking office."

Simulated interviews in a realistic atmosphere. Key points for interview training

A crucial element in training is "scenario setting." For example, when conducting interview training, preparation begins with defining the scenario: what kind of media outlet is conducting the interview, and what is their purpose?

The most common scenario is simulating the CEO's inauguration. The content discussed—aspirations as the new CEO, the company's strengths, challenges, and future direction—also serves as a message to employees through media coverage. The key point is how to communicate effectively through the media to stakeholders like employees and shareholders in a way that benefits the company.

During training, a simulated reporter interviews the trainee, with the session filmed. Simulated reporters are often former journalists or consultants with extensive media relations experience in the PR industry, enabling a realistic "mock interview" atmosphere.

The typical process involves reviewing the footage and discussing points such as: "Is the message clear?", "Did they effectively convey the company's position?", and "Were gestures and body language used effectively?" Often, a "article" is also created to demonstrate how the "mock interview" might be reported.

Online Training on the Rise

The wave of online transformation has also reached training programs. At our company, online sessions have become more common than in-person ones over the past year. Online press conferences and interviews have also become standard practice in real-world scenarios.

While many key considerations apply equally to both in-person and online settings, online requires some additional adjustments, such as how you appear on screen and how you handle pauses.

Some may hesitate, thinking, "Why do I need training just to handle interviews?" However, simply seeing yourself objectively through training will undoubtedly change your awareness afterward.

We are in an era where a leader's communication skills can shape a company's future. We anticipate that more and more companies will seek training to enhance these skills.