In all the years we’ve performed media training for clients, we’ve seen just about everything. From the supposedly calm and cool CEO and CTO who couldn’t even answer the most basic questions with the camera rolling, to the marketing manager who felt compelled to rehash an old controversy – without even being asked!
Another thing we’ve experienced – twice in the past month – is the CEO who “gets it” and only needs some light fine-tuning. Any attempts to script or mess with a natural can be dangerous, so when we recognize we’re “training” someone of this caliber, we immediately shift to a different approach so the media training session doesn’t un-do a good thing.
If you are thinking of media training for your CEO or spokesperson, keep this in mind, and be prepared to shift the agenda accordingly.