ABSTRACT
Media training is extremely important in order to build a high level of trust with the media and it is a core competence for public relations (PR). The training program is carried out by trainers with experience as journalists. Responses to the media can broadly be divided into three categories. First is when the organization side actively sends out information based on a PR program, for example through press conferences, press briefings, and one-on-one interviews. Second is when it responds to requests for information from the media side on subjects that they are interested in. Third is responding to telephone calls and requests for interviews during an emergency when the media coverage is concentrated, including the news coverage of an incident or accident involving the organization. The objectives of media training are to respond appropriately to the media and to effectively communicate a positive image and message, and also to keep a negative image to the absolute minimum.
