Best Media Training Tips for Entrepreneurs (2024)

In late 2003, presidential candidate Howard Dean was a leading contender for the Democratic nomination, enjoying grassroots and left-wing support for his opposition to the Iraq War. And then the former governor of Vermont let out a high-pitched scream in a campaign speech. The “Dean Scream” aired 633 times over the next four days and the Dean campaign collapsed shortly thereafter. Analysts are hesitant to claim causality, but it’s never a good thing when your media blunder has its own Wikipedia page.

Media coverage can change and destroy politicians, and it can do the same for companies. Luckily, you can use media training to maximize the positive impact of press attention and reduce the likelihood of negative coverage – and a little expert advice can help you get it right. Read on for nine tried-and-true tips from Sophia Aitmoussa, public relations director at LaRue PR.

What is media training?

Media training is the process of teaching people in the public eye the best practices for communicating with members of the press. It can help business owners and executives improve their messaging, appearance, tone and non-verbal communication techniques. Media training is standard practice before making prepared statements, participating in interviews in print or broadcast media, and speaking at press conferences.

Why is media training important in business?

Media training helps you promote positive media coverage, which can improve your brand’s credibility, brand awareness and sales. It can also enable you to avoid PR crises: Knowing how to interact effectively with the press will minimize the chances that a miscommunication will damage you and your company’s reputation. If you’re already facing a PR crisis, media training can help you take back control of the media narratives surrounding your company.

“Media training is always a good idea,” says Sophia. “It allows the interviewee to prepare and polish without sounding too rehearsed.” She adds that media training can help novice communicators build confidence and avoid the pitfalls of saying too little or too much.

9 tips for successful media training

1. Find out more about the outlet and the reporter
2. Distill your message
3. Ask questions in advance
4. Practice in front of the camera
5. Dress to impress
6. Conduct mock interviews
7. Stay up to date
8. Read your audience
9. Get expert advice

Speaking to the press can be nerve-wracking, but good media training can help you feel (and appear) confident while having positive conversations about your brand in public. Take a look at these nine practical tips to help you plan your next media engagement:

1. Research the outlet and reporter

For Sophia, the first step in interview preparation should be to research the journalist you are speaking to and the publication or channel they work for. She suggests looking into the author or producer and the general tenor of the content they create. You can use the reporter’s previously published content to predict questions and story angles to formulate answers in advance.

“Media training is all about preparation, so it means looking at the brand, the founder and the story from all angles,” says Sophia. “Often this can proactively uncover potential PR issues or hurdles and enable strategy development.”

Knowing a publication’s target group and its political or ideological orientation can also help you prepare your messages. For example, the CEO of a wool brand that promotes the ethical treatment of animals might review a reporter and his editor’s previous coverage of the wool industry and animal welfare to anticipate potential criticism.

2. Distill your message

Before a media interview or speaking engagement, determine the message you want to communicate about your company and develop four to five key messages that support or reinforce that message.

“For a newcomer speaking to the press for the first time, this is a chance to establish clear messages and identify the most salient or important talking points,” says Sophia.

For example, let’s say you run an e-commerce clothing company and your main message is, “Our company is committed to environmental and social well-being.” Topics of conversation might include your company’s community giving programs, sustainable and ethical fabrics that you use for your clothing and the living wages you pay your manufacturing workers.

Write down your talking points and keep them short. For example, a program-related discussion point might say, “Last year, our partnership programs donated more than $50,000 to local nonprofits across the country.” Short talking points are easier to remember and help you focus your interviewer on the most important information. Be prepared to provide more detail if necessary, but don’t give too much information.

3. Request questions in advance

“Ask questions in advance,” says Sophia. “Sometimes the media doesn’t want to share things in advance, but it doesn’t hurt to ask.” If the outlet shares questions, use your talking points to outline the answers. The reporter might mix things up during the interview, but focusing on the points you want to communicate can help you deal with any surprises.

4. Practice in front of the camera

When preparing for on-camera interviews, practice by recording yourself speaking. Watch the footage and pay attention not only to your words, but also to your body language and facial expressions. In general, you want to maintain good posture, make eye contact with the interviewer, and smile or nod as you listen. If a television crew comes to your workplace, choose a professional, tidy background and test different options on site.

Remember, your goal is to project a confident, authentic presence. Use recordings to identify problems in advance, such as: E.g. the tendency to frown when listening or a disturbing blouse pattern. But don’t pick apart every detail of your performance: the easiest way to appear authentic is to be authentic.

5. Dress to impress

Choose comfortable clothing that allows you to sit, stand, and walk comfortably, and make sure your clothing fits the occasion and reflects your brand personality. Avoid busy patterns, wobbly heels, and skirts or dresses that tend to ride up.

6. Conduct mock interviews

Reciting prepared talking points in front of a mirror isn’t quite the same as answering a human interviewer. Ask a colleague or friend to do a mock interview and treat the practice like the real deal. Allow your interviewer to surprise you with a few tough questions, and practice staying calm and getting back on track if you stumble or misphrase.

7. Stay informed

Don’t let the interviewer steer you away from the topic. Your goal is to stick to your core points. Remember that every question is an opportunity to share your key message. When faced with an unexpected question, focus on what you want to communicate. Before the interview, you can practice starting your conversations on different topics.

8. Read your audience

Pay attention to the body language of the person you are talking to. If you feel confused, stop and repeat your point using different words. You can also ask your listener, “What are your questions right now?” and use the opportunity to clarify or add context to previous points.

9. Seek expert advice

“If there is potential for negative coverage or crisis PR, consider engaging an expert to assist,” says Sophia. Media professionals have knowledge of the media landscape and experience navigating difficult news cycles. They can recommend response strategies tailored to your specific situation and can help you secure and prepare for further interviews if necessary.