Media Training

Getting your story across, on any platform.

Four things, one goal.

Before you're in the room.

1 · The invite

Once the interview is confirmed, we share the calendar invite outlining the format: Google Meet, Zoom or in person.

2 · The briefing document

In advance, we provide a media briefing covering logistics, the purpose of the interview, a bio of the journalist with relevant articles or clips, possible questions and key messaging.

3 · The mock interview

Where necessary, we schedule a short mock interview to run through the messaging together.

An opportunity to engage.

Broadcast: TV, radio and podcasts.

• TV: short soundbytes, live or pre-recorded. Always behave as if it's live.
• Radio: news programmes use shorter interviews than magazine-style shows. Expect a webcam in the studio.
• Podcast: more relaxed, more time; longer formats of 30 to 45 minutes.
• Formats: in-studio (formal), on location, or "down the line" (remote, speaking to a camera or mic).

Live

One and done. Not edited, not scripted.

Pre-recorded

Edited, and you can ask to start again.

Print and digital.

• Longer, more in-depth interviews focusing on a news announcement, the background of the company or a feature profile.
• Print journalists need quotes. Give them lines worth printing.
• Formats: in person, over the phone, or virtually via Zoom, Teams or Meet.

Virtual interviews: make sure your lighting is good and your sound is clear, and look at the camera, not at the interviewer.

Four things to remember.

• This is an opportunity to tell your story. So take it.
• The 3 Ps: Practise. Prepare. Perform.
• The interviewer is not your audience. Visualise one person who is, and talk to them.
• Assume everything is on the record.

Try to...

• Smile, make eye contact and pause before answering.
• Get to the point. Clarity beats detail. Use short sentences in simple, everyday language. The listener hears it once.
• Start with your most important point. You may not get a second chance.
• Avoid jargon, acronyms and policy speak.
• If you need a technical term, be ready to explain it, briefly.

Avoid...

• Don't thank them for having you on the programme. You're eating into your own time.
• Don't mention anything the company has not announced: future fundraises, acquisitions, investments or sensitive internal matters.
• Don't mention competitors by name.
• Don't discuss anything controversial that could harm you or your reputation.
• Don't be baited by a negatively framed question, and don't repeat the negative phrase.

Say it with confidence.

Bridging statements.

A bridging statement steers the conversation back to what you'd like to talk about.

...it's the way that you say it.

Bridging is obvious, so it needs to be done well.

• Answer the question. Be honest, give a brief answer, then bridge.
• If you can't talk about something for commercial reasons, say exactly that. Authenticity matters more than perfection.

Don't know the answer? Take your time.

Let the opportunity drive your content, not the other way around.

• Research the journalist, the outlet and the opportunity.
• Be tactful: if the interview relates to job losses, it's not the time to gloat about profits.
• Touch on your key messages, but an interview is not always a sales pitch. Be a thought leader when called for and a salesperson when needed.
• Let the journalist know why you're the expert, without coming across as braggadocious.
• Offer to stay in touch: follow the journalist on LinkedIn and X.

Look the part, on camera.

What to wear

Plain colours and simple textures read clearly on camera.

• Check your background.
• Sit up straight.
• Make eye contact.
• Be aware of your movements.
• Compliment your speech with the occasional gesture.

What not to wear

Busy patterns strobe and distract on screen.

Bring yourself.

• Greet the reporter. Show interest, but don't pander.
• Speak clearly, slowly, and pause for emphasis when required.
• Tell your story in a way that relates to the reader or listener. Tailor the detail to a trade or mainstream publication.
• Remember: the journalist may not always be your target audience.
• Be yourself. This is your business. Personal anecdotes make you a more memorable interviewee, and don't be afraid to show your enthusiasm.