Media training is important for any individual or organization that interacts with the media on a regular basis, such as executives, spokespeople, and public figures. You, likely understand the importance of effective communication when you're talking to customers, investors, or employees, but what about media interviews, sitting on that group panel or even making a pitch among colleagues in the conference room? Are you prepared to speak about your business in the best possible light? Do you know how to keep people engaged and listening? This is where media training comes in.

Here are five reasons why media training is essential for your business and yourself:

1. Enhance Your Communication Skills

Media training can help you refine your communication skills and become a more effective speaker. You'll learn how to speak clearly and concisely, stay on message, brand and company positioning, plus what I call, "the art of the pivot."

2. Improve Your Message

Media training can help you develop a clear and consistent message that reflects your business's values and goals. You'll learn how to tailor your message to your audience, use effective storytelling techniques, and communicate complex ideas in a simple, engaging, and accessible way. The intended outcome is for you to feel more confident and prepared for media interviews.

3. Stand Out from the Competition

Media training can help you stand out from the competition by strategizing ways to uniquely position and differentiate yourself from competitors.

4. Stay On Point

An interview, pitch or presentation is far different than talking with friends. When catching up with friends, you may start on one topic and the conversation may end up somewhere wholly different than planned, but hey, nobody's watching the clock. It's a different scenario when the timing is tight and your crowd is unfamiliar. Media training can give you guidance on how to keep your answers short and to the point and help you avoid jargon, rambling, and going off on tangents.

5. Prepare for Crisis Situations

No one wants to think about a crisis situation, but you should be prepared. Media training can help prepare you for difficult interviews. You'll learn how to handle tough questions, stay on message, and communicate effectively in high-pressure situations.

If you're going to be on camera and feel anxious here's how to calm performance jitters and advice to appear professional on camera.

Alison Deyette is a TV host, brand spokesperson, and media training/on-camera coach. She has helped CEOs, executives, on-air personalities, athletes, experts and a long list of Fortune 500 companies develop and express their messaging and content for television, web series, social media, corporate video, public speaking, and presentations. As your media trainer and on-camera coach, she’ll help to transform you into a powerful, confident, and focused speaker or personality. She is the regular lifestyle expert for The Kelly Clarkson Show, KTLA Los Angeles, Inside Edition, Extra, Access Hollywood, Today and regularly works with brands on HSN, QVC and other networks.