By Vicki Bendure This article is a part of the January/February 2018, Volume 30, Number 1, Audiology Today issue. As public relations professionals, we are often asked by company owners, presidents, and CEOs about media training. There are several typical questions that often arise. I’ve done media interviews, so why do I need media training? I have no intention of ever doing media interviews (leave that to someone else in the company), so why would I need media training? I’ve done the training. I know it’s valuable and I’d like a refresher and can you also train everyone else in our office? No matter who you are, if you speak to anyone—groups, individuals, and/or the media, training will help you. It’s a valuable business tool in learning the art of the sound bite and how to get your point across as succinctly and effectively as possible. It will train you to “cut to the chase” when you’re speaking with other employees, colleagues, or the media. This content is an exclusive benefit for American Academy of Audiology members. If you're a member, log in and you'll get immediate access. Member Login If you're not yet a member, you'll be interested to know that joining not only gives you access to top-notch resources like this one, but also invitations to member-only events, inclusion in the member directory, participation in professional forums, and access to patient resources, tools, and continuing education. Join today!