FAQ: Media training

Media training is about identifying and articulating your most important messages and arguments, and finding ways to express them clearly. It’s also about understanding media logic and the drama of the media, so you can act with confidence in an interview.

An external media trainer brings an outside perspective: pinpointing the journalist’s likely angle, asking the hardest questions, and training you to answer the trickiest lines of questioning while keeping your key messages in focus.

The goal is to build confident, steady spokespeople who can talk about their work clearly and credibly — and who can meet scrutiny or criticism with the best possible result.

You practise handling critical questions, stress-testing and sharpening your messages and arguments, and answering so that the core issues are met — without losing control of your own narrative. You practise owning your agenda, setting boundaries, and setting your own terms in a media climate that’s tougher than ever.

Yes. Media training is done on camera, precisely to mirror the pressure and the drama of a real interview.

In a live situation, the focus is on quickly stress-testing and sharpening your messages and arguments ahead of a specific interview or piece of scrutiny. Preventive media training builds steadier spokespeople for the long term, before anything happens.

Yes. Media training is valuable support ahead of critical interviews and during journalistic investigations — including experience of programmes like Uppdrag Granskning, Sweden’s leading investigative TV show.

Spokespeople and leaders in everything from large listed companies to smaller tech firms, growth companies, idea-driven organisations, industry associations, public-sector bodies, and public figures.

Media training is sometimes also called media coaching, spokesperson training, message training, or interview training. Whatever you call it, it comes down to the same thing: becoming more confident in interviews and able to answer clearly even when the questions are critical.

It depends on the need. Sometimes a couple of hours is enough to sharpen your messages and practise the hardest questions; sometimes a half-day or full day, or several sessions, is needed to build confidence over time.