11 questions to ask when choosing a media trainer

Here are 11 things you should look for when shopping for a media trainer.

1. Does the firm “look” professional? This is a pretty basic requirement. If the company you’re considering doesn’t have a professional-looking website, you should be concerned. Are there good trainers with lousy websites? Probably. But the firms I respect most have the refined look they should.

2. Do they have high-quality references? You’ve probably heard the expression that the best marketing is a happy client. I can think of a dozen firms that all have top-notch client references on their websites, and that’s good news for you. But don’t stop there. Call or email three of their clients. If the trainer is unwilling or unable to provide three quality references, move on.

3. Who will be doing the training? Larger companies don’t always send the firm’s principal to do your training. That’s not necessarily a problem. You should find out who’s doing the training and how often they train; get specific references on both the trainer and the firm.