How to handle media interviews



Ian Fraser runs media training workshops for all sizes of companies and organisations across the United Kingdom 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 and on specific interview techniques, including how best to respond to awkward questions. They also cover how to build relationships of trust with journalists.

The mock interviews—which form the core part of the media-training sessions—can be done over the phone or face-to-face, and are structured to enhance participants’ ability get their message across even in the most difficult circumstances, and to boost their confidence in interview situations. Sessions generally run for half a day or a full day, depending on the number of trainees and the customer’s requirements.

Tailored to meet the needs of each specific client, the media-training sessions are run by Ian Fraser, who has been conducting media training for “blue chip” companies for over a decade, and who brings in other experienced media trainers and journalists as and when 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

“When I was marketing director at Bright Grey, Ian was our go-to media trainer for developing company spokespeople. Using role-play, Ian gave everyone a solid feel for what interests a journalist and how to reply to detailed, and at times, tough questions. Our people always came out of Ian’s sessions armed with good feedback they could work on and most importantly, much more confidence.”
                                       Roger Edwards, former Marketing Director, Bright Grey

Current and former media training clients

Ian’s media training clients include, and 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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