Page 7 - KZN Business Sense - 8.2

DON’T JUST WING IT!

WHY MEDIA TRAINING MATTERS

accountability. Understanding interaction online. And of felt. This is because they don’t
how the media works, how its course, in an age where virtual understand the impact of their
news cycles are determined, meetings are more the norm message not only within their
how media generally sees the than the exception, mastering operating environment but also
private sector and what makes your online presence, in terms in broader society. And media
a story, helps you work better of lighting, positioning and training helps here too. It is a
with them. keeping your point sharp and tool that allows a business or
succinct are invaluable tools. entity to see how it is being
Besides wanting to look
good or share information, People switch off when they seen within context. That
helps build perspective and the
can’t see you properly, are
there is a growing need for the
communities you serve or work distracted by how you come opportunity to better curate its
reputation and impact.
across or become bored by
in to be better informed. It’s overly drawn-out presentations.
also imperative that businesses Media training is not about
show thought leadership. You Learning the art of capturing teaching hype and spin. South
and holding attention is a skill
can only accomplish this if you easily learned when you have Africans can spot that a mile
know how to use the channels off! It is about speaking with
at your disposal. Media training expert guidance! authority and authenticity,
helps familiarise you with Sometimes things happen whether the situation is
those channels and builds your that one cannot anticipate. favourable or adverse. There is
awareness on how to get your If your business is caught nothing more beautiful than
message right and get it out to in an unexpected crisis, or watching someone answer
achieve the right results. Social an event that demands an honestly, clearly and with a
Iman Rappetti unprepared interviews are
possible to avoid. You have to media engagement still comes answer – you should know real desire to connect with
an audience. These skills are
across as somewhat hit and miss
how to prepare and be ready
invest the time in preparing.
eeing people on television You should go into a media yet is a crucial aspect of your to provide clarity when and transferable, all you have to do
bumbling their way interview knowing your company outreach. Knowing where it is needed most, and is show up with an open mind,
Sthrough an interview is facts, understanding your how to master it, use it wisely in a tone that is consistent willingness to learn something
uncomfortable to watch. What’s message, the media channel and opportunely are skills all with the moment. Too often new and powerful, and be
even more uncomfortable than and its audience, sharing the serious business owners must people feign sympathy or available to lean forward. 
that is the reputational risk right information and using develop. Our series ensures concern but come off looking
and damage that is caused to that coveted spotlight to that you know how to design insincere or misdirected. Or WhatsApp/Phone:: +27 (0)63 567 9719
an individual or a brand. Badly create impact, goodwill and your message, when to deploy they oversell or overestimate E: info@rappetti.com
conducted or ill-informed and it and how to keep authentic how their presence is being W: www.rappetti.com

JOIN IMAN RAPPETTI FOR A MEDIA MASTERCLASS

he next KZN Top and “Sermons of Soul” (2020), Commenting on his experiences investigation, the facts are still spokesperson represent the brand
Business Masterclass musings on politics, economics, Neil says, “All these stories have key to telling the right story, even contributes significantly to how a
Twill be facilitated by philosophy, and life. revealed one important fact, if it takes longer to find them.” company is perceived.
Iman Rappetti on the topic of In addition, Iman has the media is powerful and with Iman and Neil will be
Don’t just wing it! Why media developed, facilitated and that, comes great responsibility. Currently, there are many unpacking the importance of
training matters. Iman will be The media can make or break a media channels available
joined by Neil Raath who has delivered effective, bespoke company, a politician, an idea for communication – from being prepared for all types of
had many years of experience in media training and coaching or even just an average person. formal to social media. The interviews and provide tips on
programmes to leaders of blue-
how to get your message across in
television broadcasting. The media can drive a narrative, responsibility of being the face
chip corporations, SOEs, non- of an organisation or even a the most effective manner.
Iman is an award-winning, profits and academic institutions. even if it’s not the perspective personal brand is never simple. The masterclass will be
that best suits the situation. At
veteran television news the end of the day, it is our duty You are promoting a company’s
broadcaster with more than 25 After studying video brand or attesting to its streamed live on 20 April from
years in the business. She has technology at Technikon Natal, to tell the public a balanced story reputation. Stakeholders interact 10.00 am to 11.00 am. 
covering all sides, but having said
Neil Raath joined the SABC
worked in print, digital, radio TV News department as a this, we can only use the facts with a company based on their
and TV. Until recently, Iman presented to us. While we can dig perceptions of your brand in the To register visit www.kzntopbusiness.
was the face of @eNCA prime cameraman in 1997. Since then, public arena. How you or your com/event-details/why-media-training-
time news together with Jeremy his career path has taken him deeper into stories that require matters
through many other disciplines
Maggs for several years. She has including live TV broadcasting,
recently joined the SABC News
Channel 404. documentary film making and
investigative journalism. Over
Iman has covered stories all more than two decades, Neil
the way from Tehran, Iran to has received several awards
Thohoyandou, South Africa. and accolades in TV journalism
She has interviewed heads and for his work in live
of state and celebrities but outside broadcasting.
is supremely focused on the Neil has witnessed our
struggles of everyday people. country’s best and worst
Iman is a sought-after public moments in recent history, from
speaker, master of ceremonies
and facilitator and has done building a democracy and our
victories in World Cups to the
work for myriad international sheer tragedies of the Richmond
and South African clients.
and Marikana massacres. He has
Iman is also an acclaimed been on the ground covering taxi
author and has published her violence, political unrest, and
memoir “Becoming Iman” (2018) public movements.

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