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Abstract
In an environment where digital communication is a strategic pillar, media training is fundamental to enhancing and improving communication effectiveness. This type of professional training and coaching reinforces critical competencies and skills such as speaking ability, control of body language, and preparation for interviews —essential elements in interaction with the media?. This study explores strategies to mitigate these risks and understand how to develop advanced skills and competencies in spokespersons through media training programs, aiming to optimize their capacity to communicate effectively. This research aims to analyze how media training impacts digital communication and its influence on the corporate reputation of public companies in Cuenca, Ecuador. The methodology adopted a mixed research approach, and documentation and case studies of organizations or campaigns that applied media training in specific situations were analyzed. The results confirmed that media training is a key resource for entering digital communication, optimizing message clarity, and strengthening spokespersons' ability to face communication challenges in digital environments.
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