Here’s the FAQ on Ed Berliner’s Media Training.

– What’s at the core of Ed’s method?

Use the media to your advantage, every single time. Whether it’s television, radio, print, digital or social media, you have the opportunity to often reach millions of targeted eyes and ears for little or no cost. Regardless of the questions being asked or the person asking them, you will get your message across clearly and effectively each and every time.

You control the narrative. You control the flow of information. You have the confidence and knowledge to shine every time.

No lies. No spin. No dodging and weaving. You will understand the reporter “tricks of the trade”. You will understand the differences between being interviewed on set, via satellite, via Zoom or any virtual platform, on the phone, and via social media tools such as You Tube, Messenger and Facebook Live.

This is immersive and thorough.

– Who should be media trained?

Anyone and everyone who is speaking and comes in contact with every form of media. Social. Broadcast. Print. Digital. Legitimate reporters and those seeking dirt no longer settle for flacks of spokespersons. They want the real deal, from the C-level executive to the top. The key here is training and then using those in your organization that fit a specific need.

While preparing yourself for all manner of reporter, have members of your team ready to go in specific circumstances. Select those best for social media interaction. Others perfect for television and before the cameras. Each discipline has it’s own unique elements which demand training.

It is also imperative for those delivering speeches, public appearances and emceeing events. You will be supremely confident, in charge of the room, and people will think you’ve been doing this for years.

– Why does the individual and the company need Media Training?

There is simply too much at stake, whether a personal reputation and message or a corporate response. A wrong answer, poor use of language skills and even subtle body language can damage your brand and cost your organization millions of dollars and reputation.

The correct responses will improve your personal and professional brand, get your message across with zero wiggle room, gain new clients, followers and profit.

– How do I choose the right Media Trainer?

Seek out experience from someone who has been in the arena. Ed Berliner has been at the center of broadcast, social, digital and print media for more than 30 years. He clearly understands what the media wants and how to deliver your message in a positive manner. He has among his client base numerous political candidates, public policy issues, Ambassadors to America, medical experts, legal experts, authors, entertainers, sports professionals and many more.

Most important, he is not a “one shot and done” media trainer. His services go well beyond the training sessions and into the field. Unlike many with too many clients, he chooses his clients carefully in order to provide real personal service every time.

Learn how to deal with every form of media from an Emmy Award winning interviewer.

– What’s involved in the actual Media Training workshops?

This depends on the client needs. 1 on 1 training and group training is available, via virtual methods or in person.

Group training can be 1 session, during or after standard business hours. This type of session is intense, good for groups no more than 10, and includes limited real interview training. This usually lasts about 2 hours.

The more involved group training requires 2-4 hours depending on the actual number of people and the level of training. This type of setting allows for an entire team to understand their role working with the media, whether this is actually being a spokesperson or protecting the individual/corporate brand by knowing the pitfalls and traps.

The 1 on 1 is always recommended for a 2 part session, allowing the client to absorb the initial training and then return for more in-depth training.

Each session, regardless of individual or group, features current news items from networks, Internet and other social media relating to the needs of the client. If the client has previous experience with the media, these elements are viewed and critiqued as part of the first meeting.

Depending again on the client needs, each session includes videotaping and critique in a number of settings, designed to show both the information gathering and aggressive nature of how the media works, and how the client learns to deal with it.

While Internet training is available in some circumstances, Ed highly recommends all training be done in person via virtual or 1 on 1. Following canned video training does little to help you become an expert, and leaves far too many questions than answers.

– Where does the Media Training take place?

Wherever and whenever the need and schedule warrants. As noted earlier, Ed has done many of these in corporate boardrooms, regional offices and even theaters seating more than 500 people. This depends on the client and the number of people being trained. Ed’s “Mastering the Media” program is also the perfect keynote speech for the right organization.

As COVID-19 changes the way everyone conducts business, all training is available via virtual methods or, when possible, in an office or group setting. Ed brings with him most of the necessary audio-visual equipment, which is included in the package.

In certain cases and where possible giving consideration to health issues and local edicts, Ed will rent a local TV satellite studio for a more thorough experience. This is highly recommended for those who will be conducting satellite interviews with networks, speaking engagements around the world, and to become comfortable in the broadcast setting. Most of these training sessions are performed at private facilities that are used for such interviews by all the major broadcast networks.

– How important is social media as part of Media Training?

It is absolutely imperative, which is why Ed devotes a large portion of every training package to include every facet of social media. We find this is the area most trainers completely overlook because they see it as not “broadcast” or “print”. Every Media Training package includes how social media is either the greatest promotional tool since a caveman first hewed images onto a rock, or can be the single greatest reputation and brand destroyer in the modern world. More mistakes are made on social media with every passing day, and the need to know the facts about Facebook, You Tube, Twitter and the rest has never been more critical.

– What happens after the training?

Within 72 hours, every trainee receives a thorough critique of the sessions and a download video copy of their taped interviews for reference. Ed is available for follow-up consultation, reviews of appearances, and provide the support you need to ensure your training remains intact. Ed is also available to be on-site for your interviews and events as a consistent media consultant. The training never stops.

– How much does Media Training cost?

There is no standard rate card for two very important reasons.

First, “One size does not fit all”. Anyone who tells you that is trying to jack up the price.

Second, noted author Kurt Vonnegut likely wasn’t the first to say it, but he is widely quoted as the person who remarked, “In this world, you get what you pay for”.

There are certainly cheaper media trainers. Many have dozens or even hundreds of clients and are unable to deliver a personal touch. Even more utilize trainers that have multiple college degrees but have not once stepped foot in a real broadcast station. Even more have no social media training skills or don’t even include this in their training.

It’s the difference between going to a restaurant that advertises “fresh ingredients” when they have cans piling up out back. The car dealer that steers you to the vehicle with lower payments but higher miles and an engine that burns too much oil. The inexpensive eye surgery that promises 20/20 vision and has you coming back every few years for higher priced “fine tuning”.

We don’t charge extra for equipment. You’re not paying for massive TV studio. Ed is available for free follow-up consultations. And the cost includes the hours of prep work learning more about you, your message, and the specific items in your training.

Call Ed Berliner at 954-828-2250, or send him an email at edberlinermedia@gmail.com to schedule a complimentary consult.

Let’s put you in charge of your media destiny.