Media training: failure to prepare = preparing to fail 

Media training tip 101 is never say anything in front of a live microphone or camera that you would not want to be broadcast. Who could forget the boss of Sainsbury’s, Mike Coupe, singing “We’re in the money” as he was waiting to be interviewed by ITV news on the planned merger with Asda.  

Media training was generally thought of as the preserve of CEOs and company spokespeople but since the pandemic and the rise of working from home we’ve all had to get used to seeing ourselves on camera. Some of us have thrived in this environment but others have found it more challenging. This is where we could all do with some training – because media training should not just be about how to communicate with the media but how to communicate more clearly and confidently whether taking part in a panel discussion, presenting in front of a crowd, or simply making sure you present the best version of yourself on calls – whether with clients or internally.  

By preparing in advance for an interview you can ensure you showcase your company in the most positive way. It can also help you build lasting relationships with journalists if you are prepared and give a good, concise interview.  

Media training used to be about trying to block tough questions and giving a certain company line. Things have moved on and media training should really be about ensuring you come across well, as an authority on the issue you are speaking on and a trusted spokesperson.  

So, although media training can be helpful in avoiding some of the pitfalls which can happen during live interviews, it can also help make you more confident and a better communicator in everyday work situations.  

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Louise Stewart

Strategic Counsel

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