When people first enquire about Media Training, they often start with the same concerns: Will this really help me? Do I have to be “media friendly” already? What happens if I freeze? The same is true for Crisis Media Training, where the stakes feel even higher and the fear of saying the wrong thing can be paralysing.
To help you understand what to expect – and whether it is right for you or your organisation – here are answers to the ten questions we are asked most often.
- What exactly is Media Training?
Media Training is structured coaching that helps you communicate clearly, confidently and credibly when dealing with journalists, broadcasters and digital channels.
A good course covers:
- How to shape clear messages
- Techniques for answering difficult questions without sounding evasive
- Body language, voice and presence on camera
- Handling live interviews, pre-records and remote platforms such as Zoom
It is not about teaching you to “spin” or lie; it is about helping you explain your story in a way that makes sense to the audience and stands up under scrutiny.
- How is Crisis Media Training different?
Crisis Media Training focuses specifically on high-pressure situations: incidents, investigations, scandals, major failures or tragedies that put your organisation on the front pages.
It prepares you to:
- Respond quickly when facts are still emerging
- Balance legal, operational and reputational considerations
- Show empathy without admitting fault where it would be inappropriate
- Avoid speculation and unhelpful language that can inflame the situation
The scenarios are tougher, the questioning more hostile, and the emphasis is on staying calm and consistent when you know every word may be replayed for months or years.
- Who should receive Media Training?
Many people assume Media Training is only for CEOs and high-profile politicians. In reality, a wide range of people benefit, including:
- Senior leaders and board members
- Specialist experts likely to be quoted on technical issues
- Communications and PR leads
- Spokespeople for charities, public bodies and membership organisations
- Operational managers who may front local or industry media
If your name or role is likely to appear in a press release, on a website or in a crisis plan, you are a candidate. Crisis Media Training is usually reserved for a smaller group: the people most likely to face cameras in difficult circumstances.
- Do I need previous media experience?
No. Many of the most productive sessions are with people who have never done an interview before or who have had a bad experience and want to put it right.
Training meets you where you are. If you are a complete beginner, the focus will be on:
- Understanding how interviews work
- Building basic confidence and message discipline
- Practising simple formats (such as short radio calls or quotes for press)
If you are already experienced, the coaching will be more advanced – challenging formats, hostile questions, cross-examination and crisis scenarios.
- What actually happens in a Media Training session?
Most sessions combine three elements:
- Input – Short, practical explanations of how journalists think, what different interview formats demand, and what audiences expect.
- Practice – Recorded mock interviews (face-to-face, remote or doorstep-style), tailored to your sector and specific risks.
- Feedback – Constructive review of your performance: what worked, what could be sharper, and concrete ways to improve.
You will spend more time practising than listening. The aim is to leave with muscle memory, not just notes. In Crisis Media Training, the day typically builds towards a realistic scenario where you experience the pace and pressure of a genuine crisis.
- Will I be made to feel uncomfortable or humiliated?
No – or at least, you should not be. Good Media Training stretches you but does not humiliate you. The goal is to create a safe environment where you can make mistakes in private and learn from them before you are in front of a real camera.
The questioning will be robust, especially in Crisis Media Training, but the tone remains professional and supportive. Any recordings are used for training purposes only and handled confidentially. The aim is to build confidence, not destroy it.
- How is training tailored to my organisation?
Effective Media Training is never “off the shelf”. Before any session, a good provider will:
- Ask about your organisation, sector and audiences
- Review recent coverage (positive and negative)
- Identify likely issues, crises and red flags
The practice interviews will then be built around realistic scenarios: a new product launch, performance figures, a difficult policy, a serious incident, or a reputational threat. That way, every question feels relevant, and you leave with messages and techniques you can genuinely use.
For Crisis Media Training, the tailoring goes even further, often drawing on your existing crisis plans, risk registers and internal processes.
- How often should Media Training be refreshed?
Skills fade if you do not use them. As a rule of thumb:
- Key spokespeople should refresh their Media Training every 18–24 months
- Anyone in a designated crisis role should revisit Crisis Media Training at least once a year
- After major organisational changes or incidents, it is worth running a top-up session
Short “refresher” workshops or one-to-one coaching can be very effective. They allow you to practise new formats (for example, Zoom interviews or social media clips) and update your approach as the media landscape changes.
- Can Media Training stop a negative story?
No training can magically make a difficult story disappear. What Media Training and Crisis Media Training can do is help you:
- Avoid making the story worse through poor phrasing, speculation or visible panic
- Correct inaccuracies calmly and clearly
- Show that you are taking concerns seriously and acting responsibly
- Maintain trust with key audiences, even if the headlines are temporarily hostile
Sometimes the right media strategy is to front up and answer questions; other times it is to keep statements tight and written. Training gives you the tools to execute whichever strategy you choose with discipline and control.
- What are the tangible benefits for my organisation?
Organisations that invest in Media Training typically see:
- More confident spokespeople who are willing to engage with media rather than hide from it
- Clearer, more consistent messages across interviews, press releases and online channels
- Better preparation for crises, reducing the risk of reputational damage
- Stronger relationships with journalists who recognise professionalism and honesty
Internally, it can also shift culture. When leaders are trained to communicate clearly under pressure, it encourages better everyday communication with staff, customers and stakeholders.
Media Training and Crisis Media Training are no longer optional extras for organisations that operate in the public eye. In a world where any comment can be clipped, shared and analysed within minutes, preparation is essential. The good news is that these skills can be learned, practised and improved. With the right training, you do not need to fear the microphone or the camera – you can use them to tell your story on your terms, even on the toughest days.