The New Rules of Media Training
In 2025, it's so much more than talking points.
There’s a certain kind of executive who swears they don’t need media training.
They’ve “done CNBC before,” or “know how to handle tough questions,” or worse— “It’ll be fine, I can talk about this stuff for hours.” Spoiler: it’s often not fine. And why? Because media in 2025 is a different beast. The rules have changed, the risks are higher, and the internet never, ever misses a beat.
Media training used to be about message control. Today, it’s about platform fluency, social context, and vibe awareness. If that sounds squishy, let me walk you through a few recent moments that show just how far off-script things can go—and how fast they get messy.
🚩 CASE STUDY: Bill Belichick’s Book Tour – The Interruption Heard ’Round the Internet
Let’s start with a moment that belongs in every future media training slide deck.
Bill Belichick—famously prickly with the press—was promoting a new book when a CBS News Sunday Morning reporter asked about his 24-year-old girlfriend, Jordan Hudson. Before he could answer, Hudson herself interrupted the interview and told the reporter, on camera, that Belichick wouldn’t be discussing their relationship.
It was awkward. It was viral. It was so very avoidable.
Why? It’s Media Training 101. Even when a topic is “off limits,” you need a calm, respectful way to deflect—something practiced, not panicked. A simple bridge that redirects the conversation back to where you do want to go. Hudson jumping in mid-interview didn’t just draw attention—it became the story.
A calm “I’m here to talk about the book” from Belichick would’ve ended it. Even one of Belichick’s signature stone-cold stares could’ve done the trick. Instead, the story became all about her.
🎬 CASE STUDY: Blake Lively & Justin Baldoni – When Actors Act Off-Script
Another moment: Blake Lively and Justin Baldoni, on the press tour for It Ends With Us.
There’s plenty about these two to dissect from a PR perspective but to keep it high-level, a viral red-carpet video showed Lively visibly irritated by Baldoni repeatedly cutting her off mid-answer. While the tension was subtle, it was enough for TikTok to declare him “the new Mansplainer King.”
The clip exploded. Suddenly, the narrative wasn’t about their film—it was about the co-leads’ chemistry (or lack thereof). Which, as we all know, became much, much more.
Key takeaway? Even in seemingly low-stakes moments, nonverbal dynamics become content. If your client is a chatterbox or a constant interrupter, coach them to read the room. If they’re reserved, teach them to assert space. You’re not just training them to respond to questions—you’re training them on how to show up on camera.
🎟️ CASE STUDY: Taylor Swift, Ticketmaster, and the Power of Speaking Up
Finally, back in 2022, chaos erupted when Ticketmaster fumbled the rollout of presale tickets for Taylor Swift’s Eras Tour. Fans faced hours-long wait times, site crashes, and sky-high resale prices. The backlash was immediate and deafening.
For days, Swift said nothing. Meanwhile, her fans (a notoriously loyal base) began to turn their frustration toward her. When she finally broke her silence, her tone was unmistakably authentic. Her statement didn’t sound vetted—it sounded furious. Swift called the experience “excruciating” and made it clear her team had pushed Ticketmaster for answers and got nothing in return.
Why it matters: Swift could’ve released a bland “we’re working on it” statement and moved on. But she didn’t. She felt the anger and matched it. That emotional authenticity made fans feel seen—and they swiftly (ha) shifted the blame back to Ticketmaster.
This wasn’t classic media training. It was modern media fluency: knowing when to break the fourth wall, drop the polish, and speak from your gut.
Often, as with most things, the most impactful PR move is simply being sincere.
The Real Shift: From Talking Points to Tuning In
Make no mistake—delivering tight, on-brand soundbites still matters. It always will. But it’s no longer the whole game.
Today, the best spokespeople do more than stay on message—they read the room. They understand the nuance between a live TV hit, a TikTok soundbite, or a long-form podcast—and they adjust their tone, timing, and delivery accordingly.
That’s the real shift: It’s no longer just what you say. It’s how you say it and knowing when not to say anything at all.
Modern media training isn’t about memorized lines. It’s about presence, emotional intelligence, and platform fluency.
Here are the key principles I use when coaching executives and spokespeople for today’s media landscape:
1. Know Your Platforms Cold
A 15-second TikTok clip? A live CNBC hit? A 90-minute podcast? Each format requires different energy, pacing, and depth. While the message should be consistent, don’t give the same performance everywhere. Adapt.
2. Lead with Presence, Not Perfection
Flawless delivery is less important than authenticity. A slight stumble or pause feels more human than sounding like a teleprompter. People trust presence more than polish.
3. Don’t Just Answer—Navigate
Not every question deserves a direct answer. Learn how to bridge with purpose—acknowledge, pivot, and land your message without sounding evasive.
4. Emotional Intelligence > Bullet Points
Reading the room is everything. Are you in a moment of public crisis? A celebratory product launch? Your tone should reflect the emotional temperature—not just your company line.
5. Clip Culture is Real
You're not just being interviewed, you’re being edited. That one sentence or expression could become the headline, the meme, or the viral soundbite. Practice speaking in complete, context-proof thoughts.
6. Silence is a Strategy
Once again—because it’s so, so important—you don’t need to answer every question, comment on every controversy, or fill every pause. Silence, when used intentionally, can show confidence, control, and restraint.
7. Anticipate the Curveball
Assume there will be an “off-limits” question. Assume it’s the exact question you don’t want to answer. Prepare your response ahead of time—something respectful, firm, and redirective. The key is staying composed and never acting caught off guard.
8. Know the Narrative (and Your Role in It)
Before any interview or panel, ask: What story are they trying to tell—and how do I fit into it? Craft your key points accordingly. Don’t just parachute in with talking points that don’t serve the bigger context.
9. Practice in Real-World Scenarios
Rehearse with time pressure, distractions, and interruptions. Don’t just memorize lines. If you have time, role play the real thing. Media today moves fast. Be ready.
10. Always Be Camera-Ready
Zoom fatigue is real—but so is the risk of being screen-captured at any moment. Whether you're on a companywide Town Hall or on a Zoom call with a reporter who promises it's "audio only," assume the video capture is on the record. If a camera’s on, so is the spotlight…and the potential for it to be shared.
Media Missteps Aren’t Just PR Problems—They’re Business Problems
A misstep in an interview can tank employee morale. A clumsy answer can cost a brand partnership. A viral clip can define a leader’s reputation for years.
If your executive thinks media training is optional, remind them: this isn’t just about headlines—it’s about hiring, retention, trust, and long-term growth. In today’s world, audiences don’t separate what you say from who you are.