Few moments illustrate the importance of media training more vividly than Prince Andrew’s car crash 2019 BBC interview.
Intended to clear his name, the sit-down with Newsnight instead became a case study in how unprepared messaging and poor delivery can irreparably damage a reputation. Every pause, every phrase, every misplaced attempt at reassurance became the headline.
As his bombshell performance yet again makes headlines for all the wrong reasons, the lesson for anyone who engages with journalists couldn’t be clearer. Media appearances demand intensive preparation, discipline and a strong understanding of how journalists work. Some people are naturally very confident and capable in front of a camera in difficult situations. The truth is that most of us are not.
The value of preparation
That said, media training isn’t about turning people into slick spokespeople. It’s about helping them communicate clearly, concisely and confidently – particularly under pressure. The vast majority of journalists aren’t out to trip people up; they have a job to do, just like the rest of us. And their job is to find interviewees who provide clarity and insight that help audiences make sense of complex issues.
The best interviewees understand this dynamic. They know what their key messages are, how to express them in human terms, and how to stay focused even when questions stray off-course.
When a spokesperson hasn’t had this preparation, interviews can quickly unravel. What feels conversational in the moment can sound defensive or inconsistent when replayed. Training builds awareness of tone, pace, body language and message discipline – all essential to building trust with an audience.
When it matters most
Media engagement plays a pivotal role in a wide range of business scenarios – and they’re not necessarily crisis situations. Launching new products or services, distilling reports or analysis into usable information, and simply providing balance are all examples of when putting forward spokespeople can have positive impact. On the other hand, if a serious incident occurs, a human face will reassure stakeholders and demonstrate accountability when it matters most.
A win-win for business
Engaging with the media should be seen as an opportunity, not a risk. Well-executed interviews can strengthen a company’s reputation, boost brand awareness and establish its people as credible experts in their field. By offering clear, well-informed commentary, businesses help shape the narrative around their industry while showing leadership and openness. Over the long-term, sharing valuable insight builds a level of trust and authority which can’t be achieved through advertising alone.
Making media work for you
As Prince Andrew has shown, if you or your organisation becomes the centre of a story the media spotlight will find you, whether you want to be in it or not. The question is whether you’ll be ready when it does. Incorporating media training into your communications strategy isn’t a nice-to-do when the time is right; it’s an essential safeguard and can provide businesses with a strategic advantage over competitors – because if you aren’t out there explaining your sector or telling people about what you do, another business will take your place.
In today’s fast-moving media landscape, preparing appropriately is the difference between being quoted, and being remembered for all the wrong reasons.
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