As a media trainer at my own firm, Jeanette Fors-Andrée AB, I build strong, confident spokespeople who – with the right tools – can own their agenda and deliver their messages and arguments in a media climate that is tougher than ever. I train spokespeople both proactively and in live situations ahead of critical interviews. As a media trainer, I continuously support companies and other organisations during media scrutiny, with the goal of quickly identifying the threat and limiting the damage – and preventing crises and negative coverage from escalating into full-blown scandals and media firestorms. With solid hands-on experience ranging from investigative journalism programmes to complex operational crises, I help my clients transform from interview victims into interview subjects, and take control of their own story.
I work across a broad client base – from a quarter of the companies on the OMX S30 (the thirty largest companies on the Stockholm Stock Exchange) to early-stage tech start-ups. My clients include global brands, listed companies and senior business executives, as well as growth companies, non-profit organisations, trade associations, public sector bodies and public figures.
Media scrutiny and the fear of journalists tend to bring out the worst in us. My job is to bring out the best. In my work I hold to principles that matter to me: I do not judge. I believe that every organisation and public figure – including those who have made mistakes – has the right to a media trainer, just as everyone has the right to a defence lawyer.
On-camera media training
More often than not, it is the element of surprise – the shock of being suddenly put on the spot – that produces the worst reactions. I identify the journalist’s likely angle. I ask the hardest possible questions, identify the strongest possible answers, and find ways to express your key messages and arguments. I build confident, compelling spokespeople who can talk about their organisation, or respond to a developing situation, in a way that is clear and credible.
I have trained some of the most prominent spokespeople in Swedish business. In my previous role as a crisis and media adviser at one of the Confederation of Swedish Enterprise’s trade associations, I trained business leaders, decision-makers and trade association representatives to sharpen their messages – and, in the most demanding situations, to make their strongest arguments and explain the facts in their own words. Whether that means a press conference you need to call, a specific situation you must comment on, an investigative journalism programme knocking on your door, or an interview with a major financial or national newspaper.
My ambition is always the same: you should be able to deliver your best messages and arguments, and in the most difficult situations identify the threat and limit the damage. That is only achieved through well-considered strategies and rigorous media training.
One of the biggest mistakes you can make is to blame the media, or walk into an interview determined not to answer the most critical questions. The parrot method. It is not something I ever teach, because you will not escape the core question no matter how polished your media handling is. On the contrary – you need to deepen your understanding of media logic and media dramaturgy. Partly to successfully counter the journalist’s angles and methods. Partly to answer the trickiest questions with your key messages at the forefront. That, amongst other things, is how you transform from an interview victim into an interview subject.
My media trainings takes place on camera:
- Live-situation media training to stress-test and sharpen messages and arguments
- Proactive media training to build confident spokespeople
Confidentiality, discretion and references
My work is strictly confidential. I work with organisations in highly sensitive and complex situations, and with business leaders and senior executives in exposed positions. Confidentiality and discretion are the backbone of my practice. I never discuss my clients – it is for them to decide whether they wish to speak about me. I therefore do not publish case studies involving my own work. However, some clients have chosen to provide references openly.
Those references are available here (only in Swedish).
Contact
I’m open to assignments across Europe, in English and Swedish, by video call or on site wherever the situation calls for it. I’m based in Stockholm, and primarily work in Sweden and the Nordics.
Jeanette Fors-Andrée AB
Phone: +46 708-93 50 07
Email: jeanette@forsandree.se
Web: Company presentation (in Swedish)
Copyright
Website copyright © 2009-2026: Jeanette Fors-Andrée
