In a
world where everyone is terrified of saying the wrong thing, are
we accidentally teaching people to stop saying anything worth
hearing?
After years
of writing media statements across industries, I've become fluent in 'media
speak'—polished, measured, and safe. So safe that it becomes forgettable. Media
training should help people communicate with confidence and manage risk, but
the line between preparation and perfection has blurred.
We've all
seen recent examples of how quickly a public appearance
can unravel. Prime Minister Anthony Albanese found himself
apologising after comments made during a podcast game sparked
backlash and Blake Lively's promotional interviews for It
Ends With Us were criticised for appearing
disconnected from the film's serious themes.
These
examples don't necessarily suggest people need more
media training. Instead, they raise another question: has the
fear of getting it right made it harder to
genuinely connect with audiences?
Today, Everyone
Is a spokesperson
Before the
internet, social media and AI, media training was largely
reserved for politicians, celebrities and chief executives.
With the
nearest lens often no more than a few metres away, whether we like it or not,
we're all spokespeople and every interview can be clipped for TikTok, Instagram
Reels, LinkedIn and X within minutes.
Social media
has placed increasing pressure on people to communicate in neat,
shareable soundbites. Yet the popularity of podcasts
suggests audiences want the opposite. Long-form conversations
continue to thrive because people want to hear ideas and topics explored in
real time and in all their nuanced glory. Soundbites may travel quickly,
but authenticity travels further and holds attention.
Perfect Is
the enemy
Ironically,
trying too hard to avoid criticism or be perfect can
make someone appear less trustworthy. Audiences increasingly
value empathy and humanity over perfectly rehearsed responses.
Preparation matters, but people still want to hear the
person behind the message.
Teaching
techniques like key messages and bridging is part of the job, but being in
control doesn't mean sounding robotic, and preparation shouldn't feel
rehearsed.
That's where
good media training comes in. It’s not about
memorising scripts or avoiding every difficult question. It's about
giving people the confidence to communicate clearly while still
sounding like themselves. The best media-trained spokespeople
rarely sound media trained at all.
The most
effective spokespeople answer difficult questions without
becoming defensive, acknowledge uncertainty without losing
credibility and speak with genuine passion rather than relying
on corporate jargon. Because people don't connect with
organisations or governments. They connect with people.
Storytelling
Over Scripts
Modern media
training isn't about teaching people to stick rigidly to
talking points. It's about giving them the confidence
to communicate clearly, strategically and with sincerity.
One of
the biggest lessons we emphasise in our media training at
MediaCast is the power of storytelling. Facts, figures and
key messages matter, but they're rarely what
audiences remember. Stories create emotional connection.
They make complex ideas relatable. They make experts sound
human.
The same
applies to language. One of our simplest, most effective exercises is asking
experts to explain what they do without industry jargon.
Whether
you're launching a product, explaining a policy change, advocating
for funding or responding during a crisis, people remember how
you made them feel long after they've forgotten the
statistics you quoted.
Ultimately,
that's what great media training should be about or teaching
people to avoid mistakes. Not turning leaders into corporate
robots.
In our
effort to protect reputations, perhaps we've over-corrected.
The best
spokespeople aren't the ones who deliver the perfect
soundbite. They're the ones who make us forget they've
had media training at all.
Ready to master your media interviews? Download our Media Training Rate Card and discover how we can help you communicate with confidence.