Media training is like milled corn to a rodent, one time at the trough is never enough…or something like that.

The art and science of media training is the healthy respect that comes from knowing that the mic is always hot and that the reporter (or blogger) is not your long-lost buddy from college. It’s about understanding the 24-hour news cycle and knowing how you fit into it. And the focus is on getting as much value out of the media confab as possible.

Of course it’s not something that only applies to the upper management types at IBM (although I’m sure it does apply). Media training is a skill set that benefits every member of the management team, even those who don’t routinely talk to the media. It’s better for everyone in the management group – not just those select spokespersons – to understand how the media works and the proper techniques to employ in working with them. In addition, media skills carry over to other elements of business communication, including presentations and working with employee groups.

Media training isn’t something that can be mastered in one session. It’s an art that takes practice and repetition to become comfortable and smooth in front of the camera or mic. But there’s an expiration date on any media training session. At some point human nature takes over again and all that bridging and flagging on MSNBC goes for naught. And there’s no value in letting that happen.