Navigating today's complex media world

William Sposato Media Training/Consulting
Consulting ServicesAbout Me

Media training is vital for anyone in the public eye, whether you are a corporate executive, academic, or policy analyst.

Media Training For Executives and Opinion Leaders

Media training is vital for anyone in the public eye, whether you are a corporate executive, academic or policy analyst. Having your voice heard is increasingly difficult in the unforgiving world of social media, where you need clear and compelling statements.

My training approach

My approach to training is to combine the basics of good story telling with an honest appraisal of what your audience will find credible and sincere, not just PR speak or canned talking points. This is drawn from extensive experience not only in communications but more than 25 years in the news media in a career that encompassed North America, Europe and Asia.

A good set of media messages is in reality no different than a one-hour speech. Both need to be compelling and be able to resonate with your target audience.

Frequently Asked Questions

How do I avoid the pitfalls that often occur in talking to the media?

The first step is to see interviews as an opportunity to get your views across, not an ordeal in which you just want to avoid negatives. Reporters need to create the most interesting story possible. Understanding this can help ensure that both of you meet your goals.

I have already done media training. Why do I need it again?

Learning to deal with the media is not a “certification process.” Think of it more like learning golf or tennis; it is a process of continual improvement. In addition, analyzing the way you communicate also helps to validate the underlying principles. If an idea cannot be persuasively communicated, you may need to reconsider the entire strategy.

how can I go beyond just communicating and become more persuasive?

This is the most difficult aspect of any type of communication, whether a media interview, an internal presentation or a casual conversation with an associate. It requires that you are truly committed to what you are saying and that you have worked hard to make it simple. Success is when you can speak from the viewpoint of your audience, not your own.

How long do the sessions last?

Training should be as short as possible for maximum impact. All-day sessions are seldom useful since fatigue sets in and attentions wander to pressing issues. For one person, 60-90 minutes provides for a challenging session with the chance for visible progress. Up to three hours is recommended for three trainees, the maximum number for any one session. People learn by doing, not watching.