What Does Media Training Involve?

Every interview is a chance to shape how your organisation is perceived, so making sure your spokespeople have all the right foundations in place for success is essential. But what does media training involve? 

Why Media Training Matters

Broadcasters are always looking for authentic voices with expert knowledge to comment on the biggest stories of the day. However, expertise alone doesn’t guarantee a successful interview. A great spokesperson must be able to take a complex subject and explain it in a way that is clear, engaging, and accessible for a broad audience. Media training ensures that spokespeople have both the confidence and the communication techniques needed to deliver their messages effectively.

From preparing for live radio to appearing on television, every interview presents unique challenges. Without preparation, even experienced leaders risk being caught off guard by tough questions or awkward pauses. Understanding how to conduct yourself on air isn’t something we should expect to come naturally for even the most self-assured person – it’s a highly specific skillset that everyone needs guidance to excel at. 

This is where media training comes in. It equips spokespeople with the tools to stay calm, on message, and maximise every media opportunity.

Tailored Media Training to Suit Your Needs

Every organisation has its own priorities and communications style. That’s why our media training sessions are bespoke, designed around the needs of your spokespeople and the challenges they’re likely to face. Courses can be delivered as half-day or full-day sessions, either face-to-face in London, at your office, or remotely. For added flexibility, half-day courses can also be split into two shorter sessions.

Beyond one-off sessions, our consultants also provide ongoing support. We work with spokespeople before each media appearance to ensure they are prepared for both the subject matter and the interview format.

What’s Covered in Media Training

A comprehensive media training programme covers both the theory and practice of successful broadcast communication. Core elements include:

Understanding the Media Landscape

Spokespeople gain insight into how different broadcast outlets operate, from TV news to radio talk shows. They learn about presenter styles, the types of stories different programmes prefer, and common pitfalls to avoid.

Message Development

Training helps participants refine their key messages, ensuring clarity and consistency. Techniques are shared on how to weave brand or organisational narratives naturally into interviews without sounding overly promotional.

Handling Tough Questions

Media interviews can be unpredictable, especially when dealing with sensitive or controversial topics. Our trainers provide practical strategies for dealing with difficult lines of questioning, helping spokespeople remain composed under pressure.

Practical Interview Experience

Role-playing is at the heart of effective training. Participants take part in recorded TV and radio interviews, which are then played back for analysis and constructive feedback. This practice not only builds confidence but also helps individuals identify areas for improvement.

Remote Interview Skills

With remote appearances now commonplace, spokespeople must also be comfortable appearing via Zoom, FaceTime, or other platforms. Training includes guidance on framing, lighting and sound to ensure a professional appearance on screen.

Crisis Communication

In times of organisational challenge, a spokesperson’s performance can significantly impact public trust. Training sessions explore how to manage crisis scenarios, maintain control of the narrative, and project reassurance and authority.

Studio Familiarisation

For those likely to appear in studio settings, mock interviews in a simulated studio environment (complete with lights, cameras, and recording equipment) allow participants to rehearse in realistic conditions.

Our Experienced Media Trainers

At Broadcast Revolution, our media trainers are seasoned professionals with decades of broadcast journalism experience:

Mike Young, Head of News

With 25 years at the BBC and a decade of media training experience, Mike has worked with organisations including the University of Bath, National Trust, EDF Energy, and Network Rail. He specialises in crisis management, concise messaging, and adapting to different interview formats.

Ashleigh Carroll, Head of Newsroom

With 13 years at Global Radio, Ashleigh has reported on major world events including royal weddings and the Grenfell disaster. She is highly skilled in preparing spokespeople with different personalities and communication styles to feel confident and authentic in front of the microphone or camera.

Their combined experience ensures that training participants receive not just practical skills, but also insider insight into the workings of broadcast media.

Building Confidence and Authenticity

One of the most important goals of media training is to empower spokespeople to be authentic. Over-rehearsed or overly promotional interviews can alienate audiences. Training helps leaders feel comfortable enough to speak naturally, while still delivering clear and consistent messages.

Simple techniques, such as preparing concise notes on a post-it for quick prompts or remembering that only one brand mention is usually appropriate per interview, help keep the performance conversational and credible. The result is a spokesperson who connects with audiences while still advancing organisational goals.

The Benefits of Media Training for Organisations

Investing in media training pays off far beyond the immediate interview. Trained spokespeople become more confident communicators in all areas of public speaking, from conferences and stakeholder meetings to internal events. By mastering key techniques, they not only represent the organisation more effectively but also build personal credibility as trusted voices in their field.

Ultimately, effective media training ensures that both your spokespeople and your brand are seen in the best possible light: calm, credible, and compelling in every appearance.