• What is Media Training?

Media training prepares clients to be interviewed on TV.  It often takes place in a TV studio so that the client gets used to the paraphernalia and the conventions of broadcasting.   The trainers tend to be seasoned communication consultants with a background in TV news. They can therefore conduct realistic role play interviews and help suggest good answers.

For more formal and in-depth help with formulating the answers to tricky or complex media questions, see our related service MESSAGE DEVELOPMENT.

  • Who should be Media Trained?

Anyone in your organisation who makes media appearances or hopes to do so, or whose job would benefit from a better understanding of the media. It might be the CEO, the Director of Communications, Marketing or HR, or anyone else who has media relations within their remit.

  • Why do people get Media Trained?

When people see, hear or read something you’ve said, they make judgments. You’re not just you any more, you are the representative of your organisation or point of view. If you get it right, it can generate priceless goodwill and free publicity. If you get it wrong, it can severely damage your reputation, or even, as in a few famous cases, destroy your organisation.

  • How do people get it wrong?

It’s possible to misjudge all kind of things when you talk to the media. What you say, the tone of voice in which you say it, the language you use, your degree of formality or informality, what you wear, how you hold yourself and a whole lot more. Media encounters can also be very scary. So just getting used to the environment and the conventions helps.

  • Is Media Training just for TV?

Media training covers all of the media – newspapers, radio, bloggers and social media as well as TV – and can focus on the medium or specific programme that’s most relevant to you.

In addition, recent advances have created a need for two new workshops which we are proud to announce – PRESENTING TO CAMERA and SOCIAL MEDIA FOR STAKEHOLDERS (see below).

  • What does the training consist of?

The sessions vary in length and scale from a one-hour individual tutorial to a five-day group workshop in a broadcast TV studio, with many variations in between. We start with a session on what news is and what journalists and presenters want. Then we analyse your messages and stories, you get some preparation time, and we undertake very realistic TV, radio or newspaper interviews. These are played back and analysed with constructive feedback, and repeated as often as time allows or until you are a confident and articulate interviewee.


Video can bring a subject to life and get your message out with incredible speed. And in this age of very cheap technology, every website is a potential media hub and you can make your own videos.

For many purposes this is fine, but when a CEO decides to film a piece talking to camera, with or without autocue, s/he should consider one of our coaching or training sessions.

If you are trying to win over a workforce, customers, suppliers or other stakeholders to a sensitive change, you don’t want to come across as insincere, robotic or smug, or commit any of the other audience-alienating behaviours errors to which inexperienced presenters are prone. We can train you to present to camera in a confident, professional way, in a style that’s appropriate for the audience you’re addressing.


The vast majority of your staff, customers and suppliers will have mobile phones. Many of them will be inveterate tweeters and SMSers. So it’s not realistic to ban them from using social media at work. It will only get you branded as high-handed or dictatorial, and they’ll do it anyway. The clever approach is to get your stakeholders onside as brand ambassadors.

In a fun, interactive way, a Social Media for Stakeholders workshop will show the power of social media for good or ill. We will emphasise that nowadays what seems like a bit of innocent fun or mischief, or indeed a private conversation between colleagues, can get very very public indeed. In fact it has the potential to cause serious harm to the organisation. And as far as the law is concerned, a libellous comment posted as a joke on Facebook or Twitter is just as libellous as if it had appeared on the front page of The Sun.

Conversely, there are some great stories in every organisation that deserve to be shared. Near-disasters where quick thinking saved the day. Acts of kindness where someone went the extra mile to help a colleague or customer. Examples of the organisation’s values in action. These are the kind of thing that make people proud to belong to a group. Social Media for Stakeholders begins the storytelling process that makes this happen.


Free services:

Advice by Skype or phone on any communication topic. No obligation, no pressure.


  • unlisted YouTube videos
  • audio podcasts
  • ‘Top Tips’ checklists
  • whitepapers

All items available in English, French, German and Spanish.


  • how to become newsworthy
  • making your CEO a thought leader
  • crisis communication
  • presenting without fear
  • using video in business


Paid services:

Set at a BBC or other TV studio with an experienced professional tutor and crew. The ideal media learning experience.

Group size: 1-10 delegates
Duration: 1/2 day to 5 days


For when there are constraints on time or budget. Any time of day, including before or after normal office hours.

Group size: 1-6 delegates
Duration: 2 hours


Personal tuition for important interviews. Live or via Skype or other phone. Transcript and model answers included.

Individual tuition
Duration: 1 hour


Open-ended coaching or consultancy for any communications purpose, bookable by the hour. Live, Skype or phone.

Individual coaching/consultancy
Duration: Min 1 hour, no max


For those who want to learn, practise and consolidate. Programmes of four weekly tutorials with homework.

Individual coaching
Duration: 4 x 1 hour


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Tony Coll Media Training offers media and communication services of all kinds, ranging from an hour’s Skype tutorial to full consultancy, writing of scripts, speeches and copy, and customised radio and TV studio courses. Whether you have a specific media or communication problem or just want to learn more about media and communication techniques, we’re bound to have a solution to suit your needs and your budget. Give us a call for an informal chat.”][/tagline_box]