A media interview is not a conversation – it is a presentation. Yet this is often ignored by even the most accomplished business leaders. Instead, when called upon to act as the spokesperson for an organisation, many people fail to prepare adequately. They do not have a clear objective of what they want to get out of the interview, nor do they anticipate the likely questions so that they can exert influence over the dialogue.
Sapience Communications trains leaders and spokespeople in how to master the art of the media interview. Through working with you to agree your messaging, and teaching you the techniques that allow you to grow in confidence and competence, we can better prepare you for even the most forensic media grilling.
Sapience Communications team members – many of whom have worked as journalists themselves – have decades of experience in training, coaching and preparing corporate leaders in how to handle media interviews, press conferences and other set-piece public speaking engagements (including appearing before Parliamentary committees). We have worked with clients at all levels within an organisation, from nervous new recruits to strong-minded members of the C-suite.
We tailor our training to not only the organisation and individual concerned, but also to the brand, reputation and messaging that needs to be protected and conveyed.
We also never lose sight (nor let our clients lose sight) of the different audiences who need to be engaged with via a media interview. Our approach is to ensure that messaging and delivery is finetuned to resonate with the people who are reading, listening to or watching your media interview, not simply the journalist conducting it.
The Sapience team will put you through your paces and building your confidence in all the different types of media interviews you might face – be that by telephone, on radio, “down-the-line” for television, or in a TV studio setting,
About Media Training
What is media training?
Media Training is about being as prepared as possible for a media interview so that you are able to convey the messages that you need to convey, even in the face of unexpected or hostile questioning.
Effective media training involves realistic simulations of the type of interviews that you are likely to face. But it is not about scaring you. Instead, a good media training agency should demystify all aspects of the different formats of media interviews, and build your confidence to welcome them in the future.
Media training is also rooted in messaging. Even the most polished performer will fail to connect with the audience if they deliver the wrong message. That’s why our media trainers evaluate your messaging and advise on improvements, as well as teaching you how to reframe your remarks to suit the specific audience of each and every interview.
Media training activities
As media training experts, Sapience delivers either a full or a half day training session beginning with a theoretical overview of how to approach interactions with the media, before going on to simulated interviews.
We typically train our clients in groups no larger than three people, so that you get one-on-coaching and the time and space to ask for and receive individual feedback. Our training sessions involve the playback of recorded interviews, which are analysed and critiqued constructively, with you being provided with the recordings for you to take home and keep.
Our aim is to make you ready, willing and able to take part in a real media interview as soon as your training is complete.
Below we outline some of our most common services provided to clients as part of our media training.
Media training services
Most common media training services
- Messaging review and refresh
- Advice on body language and posture
- Understanding what the media wants
- How to handle a telephone interview
- How to conduct a print media interview
- How to succeed at broadcast interviews (in all formats)
- Refresher media training shortly before a big set piece interview
- How to handle being door-stepped by the media
We are media training specialists, having prepared spokespeople for organisations of all sizes, across all industries (both public and private sector), empowering them to get the most out of interviews.
We price transparently based on the number of participants in a media training session, over either a full day or half day.
They are complimentary. Many of the techniques you learn in media training are applicable when delivering presentations. But simply being good at presentations does not adequately prepare for you for the full range of scenarios that can emerge in a media interview.
The same way you get to Carnegie Hall – practice. Even the best media performers will have anticipated the questions they are likely to be asked, learnt their key messages and rehearsed the interview in advance.
Perhaps unfairly, a very good media interview often does not attract the amount of attention that a bad interview does. People remember bad interviews, but they could very often have been avoided with adequate preparation.
Any individual that may be called upon to take part in a media interview.
A bad media interview can undermine the confidence of investors, regulators, customers and a whole host of other stakeholders.
We’d love to hear from you. You can get in touch with us to discuss your corporate PR needs using this form and we’ll get back to you as soon as feasible.