It’s a common question for communications teams: “Who should we put through media training?”
Is it only the senior executives? The most confident presenters? Or should organisations cast the net wider to include subject matter experts and less obvious candidates?
The answer might surprise you.
Why media training isn’t just for Senior Executives
Many organisations assume their senior leaders are the natural spokespeople. After all, they hold the highest positions and are accustomed to speaking in public.
But seniority doesn’t automatically equal media interview competence. In fact, it’s not unusual in a training session to watch a junior participant outperform their boss on clarity, message discipline, and interview presence.
That’s why media training should never be limited to executives alone.
Common questions organisations ask
When deciding who to train, organisations often raise:
- Who should be the recipients of media training?
- Should we group participants by level, role, or personality?
- Do we favour extroverts over quiet achievers?
The temptation is to put forward the most charismatic people, assuming they’ll be the strongest performers. But confidence alone can backfire. The best spokespeople are those who can deliver a clear, disciplined message, not necessarily the loudest voice in the room.
The case for training subject matter experts
Subject matter experts often turn out to be the most effective spokespeople. Why?
- They know the detail better than anyone else
- They appreciate the value of a proven message delivery process
- They tend to embrace structured techniques instead of relying on personality or improvisation
- Their credibility helps audiences and journalists trust the message
Even if they aren’t natural extroverts, subject matter experts often shine once given the right tools and practice.
Unexpected diamonds in the rough
Many organisations provide media training to staff as part of professional development. The results can be surprising.
Those seen as “unlikely candidates” often embrace the methodology wholeheartedly and emerge as unexpected diamonds, credible, disciplined, and reliable spokespeople who raise the organisation’s communication capability.
Broadening the pool of trained spokespeople reduces risk, spreads responsibility, and ensures your organisation is ready for a wider range of media situations.
How to group media training participants
When planning training, consider:
- Mixed groups: executives, subject matter experts, and rising leaders can benefit from learning together
- Small-team workshops: provide practice and peer learning while keeping feedback manageable
- One-on-one coaching: ideal for high-profile leaders facing regular or high-stakes media exposure
The key is tailoring the format to your organisation’s needs, not assuming one group or personality type has all the answers.
Train more than just the “Usual Suspects”
Media training is most effective when it isn’t reserved for a chosen few. By broadening the net, you may uncover new, credible spokespeople who carry your organisation’s messages with clarity and confidence.
Saltwater Media provides tailored media spokesperson training and crisis communication training for executives, subject matter experts, and leadership teams across Australia. Training is delivered one-on-one or in small groups, always tailored to your industry and communication challenges.
About Luke Waters
Luke Waters is a communications consultant, media trainer, and former journalist with extensive experience preparing executives, subject matter experts, and emerging leaders for press conferences, live broadcasts, and high-stakes media interviews. He has completed specialist training in Crisis Communications at the University of Technology Sydney and holds a Certificate in Leadership and Strategy in Stakeholder Engagement from the Australian Institute of Management.
Drawing on his newsroom background, Luke helps organisations identify and develop credible, confident spokespeople, often uncovering “diamonds in the rough” who shine once given the right methodology. His structured training frameworks build resilience, clarity, and discipline across all levels of an organisation.
Luke’s programs are tailored to organisational needs and include:
- Media Training
- Media Spokesperson Training
- Crisis Communications Training
- Crisis Communications Spokesperson Training
- Incident Management Spokesperson Training
- Corporate Presentation Training
- Stakeholder Engagement Spokesperson Training
For a confidential, obligation-free discussion about broadening your pool of spokespeople and preparing them for media scrutiny, contact us today.