Making Your Point: Practical Media Training
Effective media training starts before the first interview.
Getting your point across does not mean you have to be a perfect media spokesperson. In fact, there is no such thing. Even the most experienced executives can be challenged by unexpected questions, unfamiliar media formats, or a reporter whose priorities differ from theirs, which is often the case.
For many leaders, engaging with journalists can be intimidating, and understandably so. Reporters have deadlines to meet, stories to tell, and specific audiences to serve, but so do you. Successful media engagement means understanding that your priorities and the reporters are likely different, and then navigating effectively between the two.
To make this process more accessible and, dare we say, enjoyable, effective media training is a good first step. For some, that means a refresher before an important interview. For others, it’s a more comprehensive process involving message development, simulated interviews, recorded practice, and constructive (and sometimes tough) feedback. Every situation is unique and requires tailored preparation.
Great media engagement isn’t simply about delivering a polished answer. It’s built on the same principles that underpin effective communications: thoughtful strategy, clear and compelling messaging, a deep understanding of your audiences, and the ability to make complex issues simple and relevant.
When those foundations are strong, media training helps turn preparation into confidence, which ultimately allows you to achieve your objectives. Here are our top tips for getting ready to engage with the media:
Messaging is job one: Before you even think about media relations, invest the time to develop powerful, simple, and aligned messages.
Know your audience: A reporter is developing a story for the specific audience of their publication or platform, not necessarily the general public. Whether you’re speaking with a national business publication, a local television station, an industry trade outlet, or a digital platform, tailor your approach to what will resonate with that audience while staying true to your core message.
Learn to pivot: Not every question will lead naturally to the messages you want to communicate. Knowing how to acknowledge a question, respond appropriately, and bridge back to your core messages is an essential skill, and one that benefits from practice.
Follow the no-BS rule: Never speak about a topic you aren’t sure of or informed about just to try to answer a question. It’s perfectly fine to say that it isn’t your area of expertise and that you’ll check with colleagues and get back to the reporter.
There’s no universal formula for successful media engagement, which is why our approach to training is tailored to each client’s experience and objectives. But one principle is constant: preparation matters. Whether you’re stepping in front of a camera for the first time or the hundredth, the strongest spokespeople never stop refining their craft.