How to know if media training is right for your executive team (and where to start)

With the right preparation, media engagement becomes less of a risk and more of a strategic advantage, writes Theresa Miller.

The media can make or break your organisation’s reputation overnight. As Warren Buffett famously said, “It takes 20 years to build a reputation and five minutes to ruin it.”

With that in mind, it’s no surprise many organisations shy away from media exposure. But in doing so, they often miss valuable opportunities to share positive stories, build credibility, and position themselves as industry thought leaders.

Organisations that understand how journalists think – what makes a story newsworthy, what grabs attention, and what’s relevant to the audience – are far better placed to use the media to their advantage. They can amplify their message, strengthen their reputation, and maintain control of the narrative. And when a crisis inevitably hits, a media-savvy executive team can be the difference between reputational damage and a swift recovery.

Signs your executive team needs media training

There are some clear red flags that suggest your team would benefit from media skills training:

• A journalist calls for comment, but no one is willing or confident enough to step forward – so the opportunity goes to a competitor.
• A media release is issued, but only the CEO is trained, and they are unavailable to speak.
• A spokesperson gives an interview that is overly technical, long-winded, and lacking real-life examples and statistics – and is consequently cut from the final story.
• A crisis hits – a cyber attack, a workplace accident, allegations of bullying or harassment – and the organisation struggles to respond clearly and transparently under pressure.

The skills needed to handle media interviews – crafting clear messages, speaking in plain English, and staying on track despite tricky questioning – are equally valuable in boardrooms, client meetings, and investor pitches.

Why engage with the media at all?

Despite the risks, the upside of effective media engagement is significant. A well-handled interview can help you:

• Raise your organisation’s visibility and profile.
• Celebrate achievements and showcase your team.
• Inform and educate stakeholders.
• Attract funding, clients, and talent.
• Influence policymakers.
• Debunk myths and misinformation.
• Position your organisation as a thought leader.
• Inspire the next generation to join your industry.

But success depends on preparation. Without the right skills, even experienced leaders can lose control of an interview or miss the opportunity to land key messages and get cut through. Remember the former CEO of Woolworths who walked out of an ABC-TV interview on price-fixing? That disastrous interview cost him his job. But preparation, remaining calm and pivoting back to key messages could have saved the interview from going off the rails.

Why the right trainer matters

While PR and communications teams play a critical role in managing media relationships, they are not always best placed to deliver media training. Many have not worked as journalists or news producers and may not fully understand newsroom pressures, deadlines, or the types of questions reporters are likely to ask.

When choosing a media trainer, look for:

1. Journalistic experience – ideally across TV, radio, and print.
2. Strong facilitation skills – with the ability to give constructive, confidence-building feedback.
3. Direct access to the trainer – not just an intermediary or account manager.
4. Tailored workshops – customised to your organisation, industry, and current challenges.
5. Both proactive and crisis media training options.
6. On-camera practice – with professional recording and playback.
7. Detailed individual post-workshop feedback reports.
8. Pre-workshop research by the trainer to craft relevant questions.
9. Flexibility – in format, budget, and delivery.
10. A personable approach – engaging, supportive, and practical.

Too often, poorly delivered training or cookie-cutter workshops can do more harm than good. Executives who feel intimidated or embarrassed in mock interviews in front of their peers may vow to avoid media opportunities altogether.

Staying in control of the narrative

Being media-savvy puts your spokesperson in the driver’s seat. It allows them to stay focused, respond with clarity, and avoid being led off track – even in challenging or high-pressure interviews.

With the right preparation, media engagement becomes less of a risk and more of a strategic advantage.

Handled well, it’s an opportunity to inform, influence and lead.

Handled poorly, it can escalate quickly into a reputational crisis.

The difference is the right media training.

Theresa Miller is a journalist, media trainer, lecturer, and author.

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