ETHOS

Old school media training has had its day. (And not before time.)

For years they had an easy gig: trot out the formula, send people to studios, then watch them dutifully deploy “the A-B-C” and “insert key message here.”

Just one problem. It doesn’t work. The audience is now immune to this approach to interviews. The reasons why are intriguing (best not get me started) but one thing is clear: media training which hasn’t evolved is pointless.

Yet here’s the rub. Interviews can be tough, and studios are difficult environments. Message grids are safety nets. Comfort blankets as the nerves kick in. I understand why people fall back on them.

Which is why our coaching always starts by working with spokespeople to forge a positive headspace.

Only then do they feel they can bring genuine character to an interview in a way that feels safe, but sparks a connection with the audience and gets the interviewer on side.

The trickier bit is controlling the exchange without compromising on that authenticity. Steering answers to your narrative without it sounding – to be frank – like you’ve been trained how to do it.

And though it’s a superpower on air, with the right coaching it’s not nearly as difficult as you might think.

Like all decent journalists I listen hard. I recognise how exposing interviews can feel for people, often very senior and often very experienced. I’m proud to have coached masses of them.

But the answer should never be to close off the paths you have to connect with your audience.

The 2026 media landscape presents an opportunity for organisations and individuals to cut through with real impact. Yet that only happens when the audience do hear character, and don’t hear control.

And that’s what I mean by evolved media training. It’s a fascinating time to be doing this work.

Chris Jameson
Director and Co-Founder, Inside Edge Media Training