The media training workshop might last one day.

The preparation often takes me a month.

That’s because I don’t believe media training should feel generic.

Before I ever walk into the room, I’m studying the organization.

I’m looking for past interviews, print stories, podcasts, radio segments and video. I’m paying attention to the questions reporters have already asked, the language the organization naturally uses, the issues they’re most likely to be asked about, and the places where their messaging could get muddy under pressure.

Whenever I can, I use their actual language and real-world situations in the training itself.

Their mission.
Their programs.
Their audiences.
Their likely media questions.

Because it’s one thing to learn the concept of a Main Message.

It’s another to build one around something you might genuinely be asked about next week.

That’s where the training starts to become useful.

Participants learn how to craft clear Main Messages, support them with stories, statistics and sound ...