You do not need to arrive at a media training course with perfect answers. You will get more from the session if you bring a clear idea of your role, the interviews you might face and the situations in which you would like more practice.
A little preparation gives the trainer useful material to work with. It also helps you recognise progress during the day, whether that means explaining a complex subject more simply or answering a challenging question without losing your main point.
Identify one or two practical goals
Start with a specific task rather than a broad ambition such as becoming a better communicator. You might want to explain your organisation’s work in a short radio interview, respond more clearly when interrupted or discuss an emerging issue without speculating.
Think about what currently gets in the way. Do you give too much background before answering? Do unfamiliar questions make you rush? Are you comfortable speaking to colleagues but unsure how much knowledge a general audience will have?
Write down your priorities and share them before the session where possible. A media training course can then address the situations that matter to you rather than relying on a generic list of techniques.
Bring accurate material you can use
Choose a small selection of useful background information. This might include an approved announcement, a short explanation of your role, a recent interview or a set of figures you regularly need to discuss.
Check that the material is current and that you understand the detail behind it. If you plan to quote a statistic, know what it measures, which period it covers and whether it needs qualification. Training is more useful when you practise with information you could genuinely use.
Avoid bringing confidential documents without checking how they should be handled. A clearly labelled fictional brief can be a better option when the real subject is sensitive.
Think about the audience and the difficult questions
Consider who might hear or read your next interview. Customers, employees, local residents and specialist readers may need different explanations of the same subject.
List the questions you would welcome and the questions you would find uncomfortable. Include reasonable challenges about the evidence, the impact of a decision or a gap in your knowledge. The purpose is to prepare an honest response, not to find a way to avoid scrutiny.
For example, if you are announcing a new service, practise explaining who it is for and what it offers. Also consider how you would answer a question about its limitations or what happens when something goes wrong.
Use this checklist before the day
- Confirm the location or joining instructions, timing and interview formats.
- Send the trainer your goals and any agreed background material.
- Check key facts and flag information you cannot discuss.
- Bring examples of questions or interviews you want to work on.
- Ask about accessibility requirements and any adjustments that would help you participate.
- Clarify recording, feedback and confidentiality arrangements.
If you are organising the session for other people, our guide to briefing your media training provider covers the wider planning process. As a participant, concentrate on the information and practice that will help you do your own role.
Practise naturally rather than memorising a script
It is useful to think through your main points before training. It is less useful to learn a complete answer and try to deliver it regardless of the question.
During an exercise, listen to the actual question and answer it. Then add the explanation or evidence the audience needs. If you do not know something, say so and practise explaining what you can confirm.
Allow the trainer to challenge your approach. A rehearsal is an opportunity to discover which phrases sound unclear, which answers need more substance and where a pause would help. You do not need to defend every first attempt.
Make feedback specific and usable
When reviewing an interview, look for a small number of changes you can make in the next attempt. Watching a recording can feel unfamiliar, so focus on whether a listener could understand the answer rather than every detail of your appearance.
Useful questions include: did I answer early enough, explain the unfamiliar term and give a relevant example? Ask the trainer to show you where an answer lost focus or where a stronger explanation would have helped.
Try the same question again after feedback. Comparing two attempts often makes the effect of a simple change much easier to recognise.
Leave with a clear next step
At the end of the course, record the two or three points you most need to remember. Agree with your communications team how you will prepare for a real interview and where you should seek approval or support.
Completing training does not mean every interview opportunity is automatically appropriate. A local radio appearance can still involve difficult questions and a substantial audience, so assess each invitation on its own terms.
For the longer-term practice plan, read our article on embedding media training skills back in the office. To discuss preparation for your next session, speak to Hawkeye Media.