Media Training: Speak Smart or Fall Flat
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When crises strike, the spokesperson becomes the face of a company’s redemption — or its downfall. A poorly handled interview can escalate outrage, while a polished performance can calm the storm. Media training ensures the latter, equipping spokespeople to navigate hostile questions and public scrutiny. Let’s explore how this plays out with fresh examples and actionable techniques.
Flops and faux pas: when media training fails
Tesla’s autopilot controversy (2021) After multiple crashes involving Tesla’s Autopilot feature, the company’s spokesperson gave evasive answers like, “We are continuously improving our software.” The lack of empathy and direct acknowledgment of the victims’ concerns fueled public anger, showing how rehearsed responses can backfire if they lack authenticity.
Peloton’s Holiday Ad Debacle (2019) In 2019, Peloton faced backlash over a holiday ad perceived as promoting gender stereotypes and body image issues. Instead of addressing concerns empathetically, the company's defensive response intensified criticism, painting it as tone-deaf. A media-trained approach could have reframed the narrative by focusing on Peloton’s intent to celebrate wellness and empowerment.
Mastering the media: key techniques for spokespeople
Message mapping : boil down your company’s response to three clear points:
What happened.
What you’re doing to fix it.
What you’re doing to prevent it in the future.This approach keeps the spokesperson on track, ensuring clarity and consistency.
Bridging techniques : if a reporter tries to bait you into saying something controversial, use bridging phrases to steer the conversation. For example:
"That's an important point, but what’s critical here is..."
"What we really want to emphasize is..."
Role-playing under pressure : simulated interviews with increasingly aggressive questioning prepare spokespeople for real-world hostility. Practicing how to remain calm under fire is invaluable, especially when facing live media.
The power of empathy : audiences resonate with sincerity. Begin with a heartfelt acknowledgment of the issue:
“We deeply regret any harm caused…”Pair it with actionable steps, demonstrating accountability.
Conclusion
Media training isn’t about dodging accountability — it’s about delivering it with precision, empathy, and strategy. Companies that invest in these techniques can turn even the harshest headlines into stepping stones for trust and transparency. Because in the end, the spokesperson isn’t just representing a company — they’re restoring its credibility, one word at a time.