How to handle media interviews

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

The sessions are tailored to meet the needs of each specific client. Generally, however, they start with an overview of the principles of journalism, what motivates journalists and how journalists and media organisations tend to operate.

They then outline how to prepare for interviews and techniques interviewees can use to ensure they get their message across, how to respond to awkward questions, what to say in crisis situations, how to avoid being wrongfooted, and how to nurture positive relationships with journalists.

The core element is mock interviews which are tailored to suit the needs of individual participants. These include searching questions about topical industry matters or crisis scenarios. The mock interviews are carried out both face-to-face and by telephone. The goal is to enhance participants’ ability to handle the press, ensuring they will be confident, fluent, comfortable and relaxed in media interviews, at the same time as ensuring they can calmly get their message across whilst avoiding faux pas. Sessions generally run for either a half day or a full day, depending on the number of trainees and the customer’s individual requirements.

The media training sessions are run by Ian Fraser, who brings in other experienced media trainers and journalists as and when required, and tend to provide better value-for-money than those offered by some media training organisations and public relations firms since:

(1) Ian is a practising journalist with extensive current experience of print, radio and television

(2) Ian is himself regularly interviewed by broadcasters including BBC News, ITN, Sky News and STV.

(3) The sessions focus on technique rather than production values; unless there is a specific requirement, none of the budget goes towards the renting audio-visual equipment or broadcasting studios.

Microphones812Ian’s media training clients have included 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. Testimonials are available on request.

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

A selection of Ian Fraser’s media training clients:-


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