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Media Training in a Changing Media World

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Whether you’re proactively preparing for a major announcement or are engaged in crisis communications planning, media training is an essential discipline.

Not long ago, media training meant preparing for a print interview or practicing for a sit-down with a television reporter. Today’s media world is very different, and media training has evolved to keep pace. Let’s recap media training basics and then look at what has changed in the current PR environment.

The basics: media training essentials

The fundamentals of the practice remain true; understanding them will help you prepare your team for any issue, proactive or reactive.

1. Core messaging and preparation

  • Focus on three to five key messages and repeat them consistently. This structure of key points makes your message memorable to you and your interviewer.
  • Use flagging (“I’m glad you mention that…”) and bridging techniques (“What’s important to remember is…”) to always return to your core messages.
  • Anticipate difficult questions and prepare clear responses.

2. Delivery and style

  • Keep statements short and easy to quote; don’t ramble. Avoid fillers like “um.”
  • Be calm and confident in your tone and body language.
  • Lead with authenticity. Facts matter, but human connection matters more.

3. Handling media dynamics

  • Remember: “off the record” doesn’t guarantee it won’t end up “on the record.”
  • Control the pace; pause, reframe, or redirect as needed.
  • Correct inaccuracies without being combative.

4. Times of crisis and high-pressure situations

  • Acknowledge any human impacts first, then explain the actions taken.
  • Be transparent about what’s known and what’s not.
  • Never repeat a negative stated by your interviewer (negative affirmation).

5. Regular training

  • Brush up on skills and messages before you need them.
  • Record and replay mock interviews for feedback.
  • Role-play friendly and adversarial scenarios.
  • Debrief after real-world media interviews to reinforce learning.

It’s extremely helpful to engage a media-savvy communications firm to help train your team. An external partner will find it easier to press your organization’s leadership on sensitive issues during training.

How the game has changed

The current fragmented media landscape means a leader responding to a situation or making a proactive announcement might need to give a 15-second clip for TV, record a long-form video for your website, and jump into a live-stream Q&A. Training now emphasizes adjusting tone, depth, and delivery for each format. 

Remote interviews, video calls, and visual-first platforms now dominate. Training should include camera angle, lighting, and body language, and the rehearsal and mastery of concise, compelling sound bites that will resonate in video.

Speed matters

With news breaking instantly, journalists expect rapid responses. Training must equip executives with concise “holding statements” to acknowledge what’s known while facts are still developing. Further, with limited resources available in newsrooms, many reporters are generalists and sometimes require foundational information on a given topic. That places a greater burden on the interviewee to provide background information in addition to the key messages.

Also, given the speed and impact of social media, anything said in an interview may be clipped, reframed, or shared repeatedly online. Leaders must be coached to communicate in ways that hold up under a viral spotlight. 

The role of AI

The growing prevalence of artificial intelligence is playing an significant role in media relations. On one hand, we must be hypervigilant about — and ready to combat — erroneous and/or biased information that may misguide the public narrative (and possibly the media) about a given situation. On the other hand, we can leverage AI tools to help us better prepare for interviews by conducting in-depth research into previous media coverage, reporter tendencies, and even to help anticipate questions from the media. 

Transparency

Last, but certainly not least, public trust in institutions and business has eroded. Audiences are highly attuned to sniff out any lack of transparency. Authenticity is crucial and media training must now focus on establishing empathy and honest, human connection all while communicating sincerity and authority.

Be prepared

In summary, executives can no longer rely on rehearsed talking points for a single media outlet. They must now be agile across formats, visually aware, and deeply authentic.

The media has changed. Expectations have changed. But the core principles of clarity, consistency, and credibility still define excellent communication. Talk to us to see how we can help you and your team to become more media savvy, build trust, and strengthen your organization’s voice in a noisy, fast-moving world.

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