How to handle media interviews



Ian Fraser runs media training workshops for companies across the UK and internationally. The aim is to train small groups of executives and senior managers how to handle media interviews in as realistic a setting as possible.


The media training sessions start with an outline of the principles of journalism and what makes journalists tick. This is followed by advice on how to prepare for interviews, on interview techniques and manners, including how best to responding to awkward questions, and how to nurture positive relationships with journalists.

The mock interviews—which form the core of the media training sessions—are structured to enhance participants’ ability to give confidence and get their message across even in the most difficult circumstances. Sessions generally run for half a day or a full day, depending on the number of trainees and the customer’s individual requirements.

Tailored to meet the needs of each specific client, the media training sessions are run by Ian Fraser, who has been doing media training for ‘blue chip’ companies for over a decade, and who brings in other experienced media trainers and journalists as required.


“Ian clearly knows his way around the world of financial services and is able to combine this knowledge with his long experience as a journalist. His probing questions tested our spokespeople and were followed with constructive pointers on how to make the most of every media interview.”
                                                                                           Jonathan Henderson, Public Relations Manager, Aegon

Current and former media training clients

Ian’s media training clients have included Aegon UK, Barclays, the Big Partnership, Bright Grey, Morrisons Solicitors, Panasonic Europe, the Royal Highland and Agricultural Society of Scotland, Royal London, Scottish Widows, and Scottish Widows Investment Partnership.


To find out more about media training, or to get a quote, please contact Ian Fraser on: +44 (0)7803 970393 or email: ian[at]

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