Five signs your CEO needs media training

It can happen in a heartbeat.

Your CEO is a confident, articulate performer but they suddenly find themself floundering in a media interview.

Perhaps they have struggled to get their point across. 

 Or they have groped for an answer to an unexpected question.

Here are five signs your CEO needs media training:

1️⃣ Their answers can be long and discursive

Journalists need succinct quotes, often just 12 to 20 words that summarise your organisation’s position in simple, everyday language.

If you haven’t prepared your messages, you’ll be paraphrased. And if you’re in a live interview, your audience may simply tune out.

2️⃣ They take too much time to get to their point

It’s tempting to begin with the context or background to an issue. But that’s not how news works.

Think of the ‘inverted pyramid’ of news storytelling: make your main point upfront and then support it with facts, examples or stories.

The inverted pyramid of news writing

 If you don’t get to the point quickly, you might get cut off before you do.

3️⃣ They repeat the negative

It’s a common trap. When asked, "Are you embarrassed by your company’s performance?", there’s no need to begin with "I’m not embarrassed…"

If you do, you’ve just created a news headline.

4️⃣ They avoid the question

Audiences can tell when a spokesperson dodges a difficult question and moves rigidly to their talking points.

It looks evasive, and for good reason.

Address or at least acknowledge the question, and then bridge to a key message.

And be prepared for the tough questions that you know could be asked.

5️⃣ They forget the audience

A combative interview can feel like a sparring match.

That’s a dangerous feeling to have.

Your goal is not to win the argument, it’s to communicate credibly with the journalist’s or presenter’s audience.

They’re the people who matter.

If your CEO or senior executives have fallen prey to any of these mistakes, it’s time to book them in for media training.

What other interview pitfalls have you seen your spokespeople face?