Predictive Media Training

We deliver customized media training for every industry.


You’ve landed a coveted interview – but do you know what to do? If you’re not used to talking with the media, your nervousness could lead to a missed opportunity for great exposure.

media-trainingWe know what reporters will ask, and can teach you how to control the message. We have more than four decades of experience with the media, from inside and the sidelines. That’s valuable behind-the-scenes knowledge to help you stay on point and speak comfortably.

“In today’s world of 24/7 news, an interview can mean anything from spontaneous via smartphone to planned, such as a news conference or a presentation with Q&A. We prepare you for what to expect and provide practical guidance for communicating confidently, on camera and off.”
– Joanna Huss

The key to mastering an interview is … practice. Our half-day or full-day workshops utilize mock interviews and other methods to emphasize real-life experiences so that you are poised and engaging when the opportunity for earned media arises. We coach executives, company spokespeople, teams and individuals to converse with reporters and avoid “gotcha” journalism. Learn to set the tone, stay on track, and emphasize what’s important – your message!

For our corporate clients, Huss Associate Rob Swadosh tailors his Socratic approach to media and presentation training for each client.

“From media practice to aid product brand building, reputation and leadership influence, or dealing with activist investors, it’s paramount to customize every training to the specific needs a client will be most likely to face.”
– Rob Swadosh

Our Predictive Media Process

The first step it to examine a client’s conceptions (and identify misperceptions), attitudes and opinions about the company or issue at hand in the context of realistic media training exercises. Then, we perform extensive media research that looks at how similar industry associates respond in a client’s most likely media situations, benchmarked against both positive and negative outcomes.

We’ll get right to the point in learning:

  • Pending communications issues and opportunities
  • How media interviews and presentations might influence key audiences
  • Techniques to effectively and persuasively present nonprofit and corporate messages
  • Specific key messages to communicate in an interview or presentation

Next we test the strength and absorption of these messages by:

  • Conducting intensive simulated interviews in front of a camera with faux reporters
  • Practice, practice, practice – with realistic situations under realistic time constraints
  • Reviewing performance and coaching, not lecturing, on how to best stay on track with your message

Finally, we assess the simulations for effectiveness; our critiques focus on:

  • The viability of the message and tips for improving message delivery
  • The participant’s performance as a messenger and improvement strategies and exercises
  • We remain involved after the media training to work with clients on top exercises they can perform in order to improve on their highest “negative” areas