10 tips on media training

A skilled media trainer gives the spokesperson confidence and practical tools to handle interviews in a way that builds trust. By developing internal expertise, it becomes easier to train frequently and regularly, ideally before every media contact, without relying on external consultants.

1. Help the spokesperson succeed

Focus on what works and provide individually tailored feedback and practical tools for answering interview questions. We learn more from succeeding than from making mistakes.

2. Reinforce the positive

Aim to give significantly more praise than constructive criticism. Be as specific as possible about what the spokesperson did well and show that you mean it.

3. Practice one thing at a time

Alternate short theory sessions with interview practice so that the spokesperson can quickly put new knowledge into practice. This makes the training clearer and the feedback more concrete.

4. Replace criticism with instructions

Frame your feedback as a clear instruction rather than as criticism or fault-finding. For example, say “maintain eye contact with me” rather than “you keep looking away”.

5. Talk about openness

Help the spokesperson understand and respect the role of the media. With an open approach to journalists, the interview becomes an opportunity to communicate your key messages.

6. Prepare messages together

Teach the spokesperson to formulate engaging messages rooted in the change you want to see in society. Practising a method is more effective than rehearsing prepared answers.

7. Use simple questions

Ask straightforward questions, for example about what the spokesperson does and why it matters. Simple questions are often the hardest to answer briefly and clearly.

8. Ask genuinely tough questions

Practise critical interviews and listen actively so you can ask challenging follow-up questions. To handle the most demanding interviews, the spokesperson needs realistic training.

9. Remember body language

Help the spokesperson find a tone of voice, pace and body language that contribute to clarity and engagement. Encourage them to exaggerate during practice to explore new expressions that can later be moderated.

10. Train frequently

Practise before every interview and arrange structured media training sessions a couple of times per year. Even an experienced spokesperson needs regular practice to continue developing.