By Jessica Forres, Executive Vice President of Top of Mind Public Relations
Why Media Training Matters for Executives and Spokespeople
Media interviews are no longer reserved for Fortune 500 CEOs. Today, founders, nonprofit leaders, real estate developers, attorneys, and subject-matter experts are often called to represent their organizations in high-visibility moments.
Without preparation, it’s easy to freeze, ramble, or miss your talking points, all of which can impact your credibility and brand reputation.
Media training for professionals builds confidence, sharpens your message, and helps you navigate tough interviews while projecting calm and authority.
Top benefits of professional media coaching:
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- Stay composed under pressure and avoid common mistakes.
- Deliver clear, quotable soundbites that resonate with journalists.
- Maintain control of the narrative during challenging interviews.
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- Project credibility and warmth on camera, radio, or podcasts.
Know Your Audience and the Platform
Every interview has two audiences: the reporter and the end viewer. Tailor your tone and message to both.
Actionable media interview tip:
– Before the interview, ask yourself:
- Who is the target audience: investors, policymakers, consumers, or the general public?
- What platform is it: live TV, podcast, social media clip, or print Q&A?
- How does the interviewer typically engage guests: adversarial, friendly, analytical?
Craft Your Core Messages
Media preparation for executives isn’t about memorizing scripts. Instead, it is about knowing your two or three non-negotiable key messages.
Actionable Tip:
- Write down your top three points.
- Craft short, memorable soundbites for each.
- Prepare one statistic or story that supports each message.
- Practice “bridging” back to your key points when the reporter drifts off-topic.
Think of your soundbites as your “headlines in waiting.”
Master the Bridge Technique
When a question catches you off guard, don’t panic; instead, bridge back to your message.
Actionable Tip:
– Practice transition phrases like:
- “That’s a great question … what’s really important here is…”
- “While I can’t comment on that directly, what I can share is…”
- “Let me put that in perspective…”
This keeps the conversation focused and positions you as composed and confident.
Perfect Your On-Camera Body Language
What you say is only half the story … how you say it matters just as much.
Actionable media appearance tips:
- Keep shoulders open and posture strong. Confidence reads through the lens.
- Make natural eye contact with the interviewer, not the camera (unless live).
- Slow your speech slightly. It helps you sound more deliberate and in control.
- Avoid fidgeting or defensive gestures like crossed arms.
If you’re doing remote interviews, test your background, lighting, and framing ahead of time because polished visuals build credibility.
Prepare for Tough or Negative Questions
Even the best interviews can include uncomfortable moments. The secret is preparation, not avoidance.
Actionable Tip: List five challenging or controversial questions you might face. Write out calm, factual responses that steer the conversation toward your message.
- If you don’t know the answer, say: “I don’t have all the details right now, but here’s what I can tell you…”
Tell Stories That Stick
Facts inform. Stories inspire. Reporters and audiences remember emotional, human moments far more than data dumps.
Actionable Tip: Think of one or two short stories that demonstrate your key messages. Keep them under 30 seconds and focused on outcomes or transformation.
Stay On Record and On Message
In the age of smartphones, assume everything is on the record.
Actionable Tip:
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- Always confirm whether the interview is live, recorded, or background.
- Keep your responses concise and professional.
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- Avoid jargon or industry lingo because clarity builds connection.
Review and Refine After Each Interview
The most effective spokespeople are lifelong learners.
Actionable Tip:
- Watch or read your interview once published.
- Note what worked and what you’d change.
- Update your key messages for next time.
Ask a colleague or PR professional for feedback. Fresh eyes can catch things you missed.
Final Takeaway
Media training isn’t about perfection, it’s about preparation. When you plan your key messages, refine your body language, and practice bridging techniques, you turn interviews into opportunities for influence, not anxiety.
Whether you’re a CEO, nonprofit director, or communications professional, a strong media presence builds trust, authority, and long-term credibility, both online and off.
About the Author
Jessica Forres is Executive Vice President of Top of Mind Public Relations, where she leads the Law and Advocacy Practices and oversees the agency’s Traditional Media team. With a decade at the firm, she brings deep expertise in strategic media relations, thought leadership positioning, and issue-driven advocacy campaigns.
Jessica has guided communications strategies for national nonprofits, international coalitions, and leading law firms, securing high-impact coverage across top outlets while shaping narratives on complex policy, legal, and social issues. Known for her ability to bridge traditional journalism instincts with modern PR strategies, she helps clients elevate their voices, influence public discourse, and build lasting visibility in an evolving media landscape.
