In these days of fake news and presidential tweets, do you still need to be trained to meet the media? Or is ‘mainstream media’ too dead to bother with? My view is that social media posts are still not ‘news’ on their own. Think of Donald Trump’s tweets. If he just tweeted, no one would know they were a big deal. But the fact that each tweet is reported by newspapers, radio and TV gives it the seal of approval.

But if you’re not a president and you still want your important message to have real impact, tweeting alone will get you nowhere. You have to come up with something that journalists will accept as a story. And be able to hold your own when a journalist interviews you about it. So, as I explain in this video, ‘old-fashioned’ media training is very much alive.