It’s a request we hear often:
“Our senior executive is already an experienced spokesperson. They just need advanced media training.”
The assumption is understandable. A leader with a lofty position, years of industry experience, and natural charisma seems like they should be ready to handle any media interview. But the reality is often very different.
Seniority doesn’t equal spokesperson competence
Media performance isn’t about job title or years in the C-suite. It’s about having a repeatable process, from interview preparation through to message delivery, that works under pressure.
Many senior leaders get by on subject knowledge and intellect. That may be enough for routine interviews, but when scrutiny intensifies, during a crisis communication scenario, a shareholder announcement, or a live broadcast interview, knowledge alone isn’t enough.
Without a structure, even experienced executives risk rambling, sounding evasive, or losing control of the narrative.
What does “Advanced Media Training” really look like?
Often, when training is framed as “advanced,” the first thing we do is go back to basics. Senior spokespeople revisit:
- How they prepare for interviews
- How to structure and deliver messages clearly
- How to handle hostile or unexpected questions
- How to balance authority with authenticity
Far from being remedial, this process is transformative. For many leaders, it feels like learning a new, effective methodology that makes their interviews sharper and more credible.
When do executives really need advanced training?
That’s not to say there aren’t times when truly advanced sessions are valuable. These include:
- Preparing for forensic-style interviews (think Four Corners or Senate inquiries)
- Facing hostile press conferences with multiple journalists
- Managing regulatory or legal scrutiny where every word carries consequences
- Handling live broadcast interviews where there’s no margin for error
But these cases are rarer than many assume. More often, executives benefit most from reinforcing fundamentals, done well.
The importance of honest pre-training briefings
The difference between effective and wasted training comes down to clear communication between the communications advisor and the trainer.
By honestly discussing the spokesperson’s real strengths, weaknesses, and likely scenarios, the trainer can shape the right format, whether that’s a fundamentals refresh, or genuinely advanced crisis simulations.
This saves time, maximises effectiveness, and ensures the spokesperson walks away with skills that matter.
Tailored media training for Senior Executives & C-Suite
Whether your leaders need to revisit fundamentals or push into advanced crisis simulation, Saltwater Media provides bespoke training tailored to each spokesperson’s needs.
Our journalist-led programs prepare executives for:
- Media Spokesperson Training to build structure and confidence
- Crisis Communication Training for high-pressure incidents
- Live Broadcast Training for television and radio interviews
- Incident Management Spokesperson Training for operational leaders
- Corporate Presentation Training for boardrooms and shareholder meetings
Training is delivered one-on-one or with small teams, always tailored to your organisation and industry context. Contact us today.