Even the Pros Media Train: Here’s How They Do It

When White House Press Secretary Jen Psaki was profiled in The New York Times recently, she shared how media training played a spotlight role in the days and weeks leading up to her January 2021 start date for perhaps one of the most watched jobs in America. She described the days-long rehearsals where, via Zoom, former Democratic press aides impersonated reporters, drilling Psaki through a series of practice briefings. A former press aide to President Obama, Eric Schultz even told the publication, “I was the one who tried to be like the biggest jerk… You want to get pushed the most and see what happens.”

So how do pros who are accustomed to cameras in their faces media train? Well, it’s the same techniques we use in coaching our attorney and C-level clients. Here’s a broad look at the process.

Set the Objectives

Any effective session requires the trainee and their communications counsel to set specific goals. Perhaps in a general media training overview, the objective is simply to become more acquainted with the expectations of what interviews can – and can’t – achieve. In sessions before a scheduled interview, the goal might be to develop message points to deliver to that reporter and outlet. We might also explain what you can and can’t ask of a reporter in advance of the conversation, or practice bridging responses that you can rely on if the interviewer pursues issues you’d like to avoid.

Build Your Confidence

My colleague Megan Paquin, who leads our Poston Crisis & Litigation PR team, says, “Self-esteem is like any other muscle. You have to flex it often so that it’s in shape when you need it.” To that end, we sometimes start our media training sessions by asking each participant, “Tell us one thing you love about yourself.” It starts awkwardly, as sometimes people think we are trying to trick them into a media training exercise, but the reality is that we want them to simply feel comfortable and confident at the onset!

Start any media training exercise by reviewing what expertise, knowledge and authority you bring to the table. Reinforce your decision to participate in media interviews by reminding yourself that the information you will be providing the reporter will help build a productive story. Believing in yourself is the basis to be an effective media source. If you need a little inspiration, check out this little girl on YouTube who gives herself a pep talk every morning in the mirror.

Run the Drills

Great media training will include interview simulations. Unless we are preparing for a specific interview, our team will craft at least three situations that we believe are relevant to your organization. One or two will be crisis-oriented – a reporter shows up at your law firm office seeking response to allegations of financial misconduct – and another will be what might at first glance pass as a softball interview – your local business journal wants to do an executive profile on you as your company’s leader. (Trust me, the latter is often tougher than the former!)

A good media trainer will play the role of interviewer – perhaps even in the vein of Jen Psaki’s colleague imitating the “biggest jerk” reporter mindset – and will tailor each question to your response of the previous answer. In other words, if you take us down a rabbit hole, we will go with you. If you leave the door wide open for vulnerabilities, we will let you walk through. Better to experience this with trusted professionals rather than a real reporter.

CEOs often tell us that media training is like going to the dentist. No one REALLY wants to go, but it’s part of your overall health and hygiene. The simulation isn’t enjoyable, but it’s a necessary part of building on your leadership and communications skills.

Review Performance

And lastly, effective media training is only as good as the feedback you received from your trusted team. We aim to be honest – gently! – when it comes to pointing out areas for improvement, and we also celebrate your successes with you. If you demonstrate passion for your organization or cause, or learn to communicate your leadership platform more clearly, we want to use that as a strong foundation for improving other elements of the simulation. Count on your communications team to provide confidential and productive feedback and look to them to make recommendations to constantly improve your media performance.

Interested in media training for yourself or your organization? Contact our team today.