What media training is
Media training prepares spokespeople to give interviews that are clear, accurate and on message. It covers how journalists work, what they are looking for, how to prepare, and how to handle difficult or unexpected questions without appearing evasive.
Our sessions are run by people who have worked as journalists, so they understand what makes a good interviewee from the other side of the notebook.
What is included
- How the media works. What different outlets need, how stories are put together and what happens to your words after the interview.
- Key messages. Developing the points you want every interview to land, and practising how to bring them in naturally.
- Practice interviews. Realistic mock interviews for print, online, broadcast and podcast formats, with detailed feedback.
- Difficult questions. Techniques for handling hostile, off-topic or speculative questions calmly and honestly.
- Crisis interviews. Preparation for speaking to the media when the business is under pressure.
- Refresher sessions. Focused preparation before a major announcement or high-profile interview.
Why it matters
An interview is one of the most valuable opportunities a business gets, and one of the easiest to waste. Untrained spokespeople tend to use jargon, give long answers that bury the point, or say something they did not mean to. A trained spokesperson gives quotable answers, stays on message and builds a relationship with the journalist that leads to more coverage.
Good interviews also create a lasting record. Quotes and commentary from your leaders are exactly the kind of credible third-party content that search engines and AI assistants draw on when describing your business.
Who it is for
We train chief executives, founders, senior leaders and subject-matter experts, from first-time spokespeople to experienced executives preparing for a specific interview. Sessions can be one-to-one or for small groups, and are tailored to your sector and the outlets you are most likely to speak to.
