Media Training

Tactical delivery of messages to the media is a vital skill. The best strategy can be sunk by a clumsy answer to a question. Worthy intentions can be ruined by an interview that makes you wince.


Getting your message right on radio and TV is a highly specialised area of communications

And a vital one – even in the era of social media, more people say they get their news from traditional broadcasters: 67% of UK adults use TV as a source of news, compared with 41% using the internet or apps (Ofcom 2015). But few PR consultancies or in-house teams have personal, direct experience of radio or TV newsrooms. And many specialist media training outfits are staffed by ex-broadcasters with scant knowledge, interest or understanding of business.

Every session is bespoke. Every session is as real as possible.

Real stories, real cameras, real questions. Soundbites, studios, down-the-line interviews, press conferences, radio debates, hostile questions. Your answer to their question. Not only your message, but what can get in the way of your message. Theory, practice, role play, feedback, key messages, rebuttal. All are mixed to tailor-make the right scenario for your business. One that you will be able to use in the real world. Expect it to be hard work, stretching and demanding. Expect it to get personal. Being quizzed by a former national newscaster with a reputation for tough interviews is about as real as it gets.


How many people?

The ideal way to hone your performance is one on one. It’s by far the best route to give frank, honest, feedback. Training can also work well with two or three participants, providing they are all at a similar level in the business and comfortable being critiqued in front of their colleagues. Cramming half a dozen potential spokespeople into a training session is a false economy. And do you really need that many people speaking for your organisation anyway?


How long?

Sessions can last from two hours to a whole day. For a general introduction, a morning or afternoon is about right. Full day scenarios of ‘breaking news’ are designed to develop teamwork between top executives and their press team. To deal with a specific issue the right amount of time will depend on what’s got to be said, how it’s got to be said, and how much time the person saying it has in their diary. And after the training session, you can talk through a specific interview at any time.