You’re a busy portfolio manager and your firm tells you to go through media training before you start talking with the media. You may wonder, “Why?"
You're thinking, "I'm smart and I know what I am doing. I don’t have the time! I have shareholders in need!”
That's exactly why your firm has slotted you to participate in a media training program!
Stand out from the crowd
You need media training because in our ever-changing investing environment that is constantly pulled and tugged by volatility, far reaching geopolitical events, and noise coming from all too many pundits, you need to differentiate yourself from the competition.
At media training, you will learn how to be smart (which we know you are) and sell your firm. With laser-like focus you'll develop your key investing process messages in a direct and succinct fashion. You’ll learn it's never a good idea to "just wing it" during an interview. Further, you'll learn the importance of being prepared and staying on message even when you are asked that goofy macro question about something you don't care about.
Through media training, you'll begin to realize you can in fact handle such questions using well-established bridging techniques to bring you back to your key investing messages. If you are prepared and focused, you will feel more comfortable, confident and in control. By extension, your current and future shareholders will feel more confident in your stewardship of your fund.
Credibility....and then some
It’s not just about being a credible source—it’s also about being an enjoyable one with proper etiquette. You won’t be asked back if you’re bulldozing the reporter’s questions or talking completely off topic. Once you have undergone media training, you’ll establish yourself as a likeable resource who reporters will want to revisit.
When markets are volatile or geopolitical issues are at hand, you may be called on to explain how your strategy is navigating such obstacles. Public relations isn’t just for market conditions suited for your fund—it’s about telling (and selling!) your story regardless of the market. This is how media training, and the whole public relations process, helps you get noticed. This brand recognition can speed up the sales process with retail and institutional investors.
An additional side benefit of media training? Many portfolio managers have commented that they have used these newly learned skills to sharpen up their presentations at industry conferences.
Looking for more interview tips? Controlling Your Interview.