Handling Media Interviews 22nd Oct 2019

Handling Media Interviews

Course objectives

Handling media interviews – this 1-day training course will enable you, or the spokespeople you support, to become powerful advocates for your organisation when carrying out any type of media interview. It’s a highly practical course, giving delegates the chance not just to learn all the key lessons of media training, but to practise those techniques through a range of simulated interviews. It is the perfect way to ready yourself and your spokespeople for handling media interviews, whether print or broadcast.

Handling Media Interviews
Robert Taylor delivering a Handling Media Interviews training course

Who should attend?

This course is for two groups:

  • Anyone who does media interviews (print or broadcast) on behalf of their organisation
  • Communications professionals (typically PR directors, managers and account executives) who prepare spokespeople for media interviews

What to expect

  • A highly participative course limited to six delegates
  • The chance to do at least two live interviews on camera
  • The ideal environment to learn and practice the key lessons of media training
    Course objectives

Participation in the course will provide you with the knowledge to:

  • Prepare perfectly for any type of media interview – promotional, “issues” or crisis
  • Prepare for print and broadcast interviews
  • Prepare and support other spokespeople before and during media interviews, give feedback and de-brief
  • Communicate with impact and authority
  • Look and sound your best and overcome nerves
  • Satisfy the journalist’s requirements for news while achieving your business objective
  • Handle contentious, sensitive issues
  • Handle the most awkward questions under pressure

Who is the trainer

The trainer for Handling Media Interviews is Robert Taylor. Robert has developed a unique methodology for successful media interviews, which he has used to train political leaders, chief executives and chairmen throughout the world, who are about to speak live or do a media interview. His trainees include more than a thousand diplomats from the UK’s Foreign and Commonwealth Office, the entire executive management teams of the Olympic Delivery Authority for London 2012, and senior executives at BT, Accenture, British Airways and FedEx. His book “Media Interview Techniques” is considered the definitive guide to doing media interviews.

Watch Robert talk about media interviews on Channel 5 News.

Eventbrite - How To Handle Media Interviews - Training Course

Handling Media Interviews 19th July 2019

Handling Media Interviews

Course objectives

Handling media interviews – this 1-day training course will enable you, or the spokespeople you support, to become powerful advocates for your organisation when carrying out any type of media interview. It’s a highly practical course, giving delegates the chance not just to learn all the key lessons of media training, but to practise those techniques through a range of simulated interviews. It is the perfect way to ready yourself and your spokespeople for handling media interviews, whether print or broadcast.

Handling Media Interviews
Robert Taylor delivering a Handling Media Interviews training course

Who should attend?

This course is for two groups:

  • Anyone who does media interviews (print or broadcast) on behalf of their organisation
  • Communications professionals (typically PR directors, managers and account executives) who prepare spokespeople for media interviews

What to expect

  • A highly participative course limited to six delegates
  • The chance to do at least two live interviews on camera
  • The ideal environment to learn and practice the key lessons of media training
    Course objectives

Participation in the course will provide you with the knowledge to:

  • Prepare perfectly for any type of media interview – promotional, “issues” or crisis
  • Prepare for print and broadcast interviews
  • Prepare and support other spokespeople before and during media interviews, give feedback and de-brief
  • Communicate with impact and authority
  • Look and sound your best and overcome nerves
  • Satisfy the journalist’s requirements for news while achieving your business objective
  • Handle contentious, sensitive issues
  • Handle the most awkward questions under pressure

Who is the trainer

The trainer for Handling Media Interviews is Robert Taylor. Robert has developed a unique methodology for successful media interviews, which he has used to train political leaders, chief executives and chairmen throughout the world, who are about to speak live or do a media interview. His trainees include more than a thousand diplomats from the UK’s Foreign and Commonwealth Office, the entire executive management teams of the Olympic Delivery Authority for London 2012, and senior executives at BT, Accenture, British Airways and FedEx. His book “Media Interview Techniques” is considered the definitive guide to doing media interviews.

Watch Robert talk about media interviews on Channel 5 News.

Eventbrite - How To Handle Media Interviews - Training Course

Handling Media Interviews 8th Apr 2019

Handling Media Interviews

Course objectives

Handling media interviews – this 1-day training course will enable you, or the spokespeople you support, to become powerful advocates for your organisation when carrying out any type of media interview. It’s a highly practical course, giving delegates the chance not just to learn all the key lessons of media training, but to practise those techniques through a range of simulated interviews. It is the perfect way to ready yourself and your spokespeople for handling media interviews, whether print or broadcast.

Handling Media Interviews
Robert Taylor delivering a Handling Media Interviews training course

Who should attend?

This course is for two groups:

  • Anyone who does media interviews (print or broadcast) on behalf of their organisation
  • Communications professionals (typically PR directors, managers and account executives) who prepare spokespeople for media interviews

What to expect

  • A highly participative course limited to six delegates
  • The chance to do at least two live interviews on camera
  • The ideal environment to learn and practice the key lessons of media training
    Course objectives

Participation in the course will provide you with the knowledge to:

  • Prepare perfectly for any type of media interview – promotional, “issues” or crisis
  • Prepare for print and broadcast interviews
  • Prepare and support other spokespeople before and during media interviews, give feedback and de-brief
  • Communicate with impact and authority
  • Look and sound your best and overcome nerves
  • Satisfy the journalist’s requirements for news while achieving your business objective
  • Handle contentious, sensitive issues
  • Handle the most awkward questions under pressure

Who is the trainer

The trainer for Handling Media Interviews is Robert Taylor. Robert has developed a unique methodology for successful media interviews, which he has used to train political leaders, chief executives and chairmen throughout the world, who are about to speak live or do a media interview. His trainees include more than a thousand diplomats from the UK’s Foreign and Commonwealth Office, the entire executive management teams of the Olympic Delivery Authority for London 2012, and senior executives at BT, Accenture, British Airways and FedEx. His book “Media Interview Techniques” is considered the definitive guide to doing media interviews.

Watch Robert talk about media interviews on Channel 5 News.

Eventbrite - How To Handle Media Interviews - Training Course

Handling Media Interviews 7th Jan 2019

Handling Media Interviews

Course objectives

Handling media interviews – this 1-day training course will enable you, or the spokespeople you support, to become powerful advocates for your organisation when carrying out any type of media interview. It’s a highly practical course, giving delegates the chance not just to learn all the key lessons of media training, but to practice those techniques through a range of simulated interviews. It is the perfect way to ready yourself and your spokespeople for handling media interviews, whether print or broadcast.

Handling Media Interviews
Robert Taylor delivering a Handling Media Interviews training course

Who should attend?

This course is for two groups:

  • Anyone who does media interviews (print or broadcast) on behalf of their organisation
  • Communications professionals (typically PR directors, managers and account executives) who prepare spokespeople for media interviews

What to expect

  • A highly participative course limited to six delegates
  • The chance to do at least two live interviews on camera
  • The ideal environment to learn and practice the key lessons of media training
    Course objectives

Participation in the course will provide you with the knowledge to:

  • Prepare perfectly for any type of media interview – promotional, “issues” or crisis
  • Prepare for print and broadcast interviews
  • Prepare and support other spokespeople before and during media interviews, give feedback and de-brief
  • Communicate with impact and authority
  • Look and sound your best and overcome nerves
  • Satisfy the journalist’s requirements for news while achieving your business objective
  • Handle contentious, sensitive issues
  • Handle the most awkward questions under pressure

Who is the trainer

The trainer for Handling Media Interviews is Robert Taylor. Robert has developed a unique methodology for successful media interviews, which he has used to train political leaders, chief executives and chairmen throughout the world, who are about to speak live or do a media interview. His trainees include more than a thousand diplomats from the UK’s Foreign and Commonwealth Office, the entire executive management teams of the Olympic Delivery Authority for London 2012, and senior executives at BT, Accenture, British Airways and FedEx. His book “Media Interview Techniques” is considered the definitive guide to doing media interviews.

Watch Robert talk about media interviews on Channel 5 News.

Eventbrite - How To Handle Media Interviews - Training Course

Handling Media Interviews 5th Nov 2018

Handling Media Interviews

Course objectives

Handling media interviews – this 1-day training course will enable you, or the spokespeople you support, to become powerful advocates for your organisation when carrying out any type of media interview. It’s a highly practical course, giving delegates the chance not just to learn all the key lessons of media training, but to practise those techniques through a range of simulated interviews. It is the perfect way to ready yourself and your spokespeople for handling media interviews, whether print or broadcast.

Handling Media Interviews
Robert Taylor delivering a Handling Media Interviews training course

Who should attend?

This course is for two groups:

  • Anyone who does media interviews (print or broadcast) on behalf of their organisation
  • Communications professionals (typically PR directors, managers and account executives) who prepare spokespeople for media interviews

What to expect

  • A highly participative course limited to six delegates
  • The chance to do at least two live interviews on camera
  • The ideal environment to learn and practice the key lessons of media training
    Course objectives

Participation in the course will provide you with the knowledge to:

  • Prepare perfectly for any type of media interview – promotional, “issues” or crisis
  • Prepare for print and broadcast interviews
  • Prepare and support other spokespeople before and during media interviews, give feedback and de-brief
  • Communicate with impact and authority
  • Look and sound your best and overcome nerves
  • Satisfy the journalist’s requirements for news while achieving your business objective
  • Handle contentious, sensitive issues
  • Handle the most awkward questions under pressure

Who is the trainer

The trainer for Handling Media Interviews is Robert Taylor. Robert has developed a unique methodology for successful media interviews, which he has used to train political leaders, chief executives and chairmen throughout the world, who are about to speak live or do a media interview. His trainees include more than a thousand diplomats from the UK’s Foreign and Commonwealth Office, the entire executive management teams of the Olympic Delivery Authority for London 2012, and senior executives at BT, Accenture, British Airways and FedEx. His book “Media Interview Techniques” is considered the definitive guide to doing media interviews.

Watch Robert talk about media interviews on Channel 5 News.

Handling Media Interviews 3rd Sept 2018

Handling Media Interviews

Course objectives

Handling media interviews – this 1-day training course will enable you, or the spokespeople you support, to become powerful advocates for your organisation when carrying out any type of media interview. It’s a highly practical course, giving delegates the chance not just to learn all the key lessons of media training, but to practise those techniques through a range of simulated interviews. It is the perfect way to ready yourself and your spokespeople for handling media interviews, whether print or broadcast.

Handling Media Interviews
Robert Taylor delivering a Handling Media Interviews training course

Who should attend?

This course is for two groups:

  • Anyone who does media interviews (print or broadcast) on behalf of their organisation
  • Communications professionals (typically PR directors, managers and account executives) who prepare spokespeople for media interviews

What to expect

  • A highly participative course limited to six delegates
  • The chance to do at least two live interviews on camera
  • The ideal environment to learn and practice the key lessons of media training
    Course objectives

Participation in the course will provide you with the knowledge to:

  • Prepare perfectly for any type of media interview – promotional, “issues” or crisis
  • Prepare for print and broadcast interviews
  • Prepare and support other spokespeople before and during media interviews, give feedback and de-brief
  • Communicate with impact and authority
  • Look and sound your best and overcome nerves
  • Satisfy the journalist’s requirements for news while achieving your business objective
  • Handle contentious, sensitive issues
  • Handle the most awkward questions under pressure

Who is the trainer

The trainer for Handling Media Interviews is Robert Taylor. Robert has developed a unique methodology for successful media interviews, which he has used to train political leaders, chief executives and chairmen throughout the world, who are about to speak live or do a media interview. His trainees include more than a thousand diplomats from the UK’s Foreign and Commonwealth Office, the entire executive management teams of the Olympic Delivery Authority for London 2012, and senior executives at BT, Accenture, British Airways and FedEx. His book “Media Interview Techniques” is considered the definitive guide to doing media interviews.

Watch Robert talk about media interviews on Channel 5 News.

Handling Media Interviews 22nd June

Handling Media Interviews

Course aim

Handling media interviews – this 1 day training course will enable you, or the spokespeople you support, to become powerful advocates for your organisation when carrying out any type of media interview. It’s a highly practical course, giving delegates the chance not just to learn all the key lessons of media training, but to practise those techniques through a range of simulated interviews. It is the perfect way to ready yourself and your spokespeople for handling media interviews, whether print or broadcast.

Who should attend?

This course is for two groups:

  1. Anyone who does media interviews (print or broadcast) on behalf of their organisation
  2. Communications professionals (typically PR directors, managers and account executives) who prepare spokespeople for media interviews
handling media interviews
Robert Taylor training a group of delegates

What to expect 

  • A highly participative course, limited to eight delegates
  • The chance to do at least two live interviews on camera
  • The ideal environment to learn and practice the key lessons of media training

Course objectives 

Participation on the course will provide you with the knowledge to:

  • Prepare perfectly for any type of media interview – promotional, “issues” or crisis
  • Prepare for print and broadcast interviews
  • Prepare and support other spokespeople before and during media interviews, give feedback and de-brief
  • Communicate with impact and authority
  • Look and sound your best and overcome nerves
  • Satisfy the journalist’s requirements for news while achieving your business objective
  • Handle contentious, sensitive issues
  • Handle the most awkward questions under pressure

Course Tutor

handling media interviews
Course tutor Robert Taylor

Robert Taylor  Robert has developed a unique methodology for successful media interviews, which he has used to train political leaders, chief executives and chairmen throughout the world, who are about to speak live or do a media interview.

His trainees include more than a thousand diplomats from the UK’s Foreign and Commonwealth Office, the entire executive management teams of the Olympic Delivery Authority for London 2012, and senior executives at BT, Accenture, British Airways and FedEx.

His book “Media Interview Techniques” is considered the definitive guide to doing media interviews.

Course Administrator

handling media interviews
John Lynch – Administrator of Social Selling Training Course

John Lynch  John is Managing Director of Open Information and Training Services a specialist consultancy that provides trainers and consultants for systems integration, taxonomy implementations and open data projects for business and Government clients.  John was previously the Sales Director at Jane’s Information.

John manages all the Social Selling Training Course admin, fees, bookings, logistics, delegates and venue hire.

For course enquires please contact John at:

Tel: 020 8669 6681

Mob: 07843 106702

Email John Lynch

Why are there more car-crash media interviews than ever?

The number of “car-crash” media interviews is rising all the time. Just over the last few days we’ve had Diane Abbott and Angela Rayner receiving the Nick Ferrari treatment on LBC. Other recent victims include government ministers like Chloe Smith, shadow ministers like Richard Burgon, elder statesmen like Ken Clarke and even party leaders, with the Green’s Natalie Bennett having an extraordinary “brain fade” in a pre-election interview in 2015.

So why are we getting so many more than ever? Why are politicians unable to cope in the spotlight? Here are five reasons:

The media is a results business, and broadcast journalists, in particular, can raise their profile by skewering a politician. Nick Ferrari’s profile went up no end last week after his interview with Diana Abbott, which quickly went viral. When Victoria Derbyshire riled Ken Clarke, goading him into disagreeing with her over the nature of rape, he had to fight to save his career – whereas hers got a huge boost. There is a big incentive for journalists to go hostile – more shares, more clicks, more revenue.

Over the last few years, MPs have come in for lots of stick – not least with the expenses scandal – and every aspect of their lives is now scrutinised. In fact, politicians remain the profession least trusted by the British public, even below bankers. The result? Only those with the thickest skin are standing for parliament, and bright, talented, knowledgeable people with just average skin thickness are no longer willing to put themselves forward – especially as they can earn so much more elsewhere. We’re narrowing the talent pool from which MPs are chosen, with the result that some of today’s politicians lack the intellectual authority of their predecessors.

The cult of youth means that many politicians are promoted to senior positions way too quickly, as experienced cabinet ministers go off to make money outside politics. According to research by Stephen Taylor of Exeter University, between 1964 and 1997 the average time between being first elected to parliament and being appointed to the cabinet or shadow cabinet was 12.6 years. For the period between 1997 and 2015 this figure had gone down to just eight years. Chloe Smith, slaughtered on Newsnight by Jeremy Paxman, entered Parliament in 2009 and was promoted to a ministerial post just two years later at the age of 29.

In this age of social media, voters are far more accustomed to public humiliation of others – from contestants on Britain’s Got Talent to celebrities and political leaders. There’s simply a greater appetite for aggressive interviews. Far from empathising with politicians as ordinary people doing their best, we see them as a breed apart, ripe for a good kicking. And social media only amplifies the mistakes, people love to share car-crash interviews and many have become viral memes.

The sheer number of broadcast media channels continues to rise exponentially. There are now nearly 500 TV channels available in the UK alone, all looking for content, and countless radio stations too. In the 1970s, there were basically three TV channels. Many more channels means many more interviews, and therefore much more chance for politicians to mess up live on air.

None of these trends is going to reverse anytime soon, so we can expect more car-crashes over the coming years. What is painfully obvious is that all public spokespeople need media training, sooner rather than later.

Does endless message repetition really work?

Does endless message repetition really work? Over 20 years ago, Peter Mandelson spoke about messaging at a client event I organised. He was compelling, as you might imagine, full of great advice and revealing anecdotes. And I’ll remember to my dying day one particularly pithy piece of advice he gave: “It is only when you’re sick of hearing yourself repeat the same message over and over again that your audience is just beginning to get it.”

The truth of this was brought home to me last week when I saw some research by YouGov showing that only 15% of people polled could spontaneously recall Theresa May’s “Strong and stable” line. Considering the number of times Tory politicians have uttered those words, and with such sheer relentlessness – so much so that journalists and commentators have been pulling their hair out in frustration – you might have expected a better recall rate.

But given also that ‘strong and stable’ isn’t the most inspiring slogan ever, and that 67% of voters tell YouGov they are finding the election ‘boring’, a 15% recall rate is actually pretty good. And, in any case, those who say they will vote Tory (currently around 45%, according to the polls) might well be influenced by a slogan even if they can’t spontaneously recall it.

Does endless message repetition really work?

To my mind, Labour’s ‘For the many not the few’, which they’ve used for donkey’s years, is more evocative and powerful. Yet, during this election campaign their politicians haven’t repeated it with the same ruthless and robotic discipline that the Tories have mustered. So, according to YouGov, only 2% of people recall it. A poor return.

Drilling the message into the voter’s minds by endless repetition is, clearly, an important part of an election-winning strategy. But for communications strategists, there is another vital consideration: the slogan has to be credible. It has to have a ring of convincing and distinctive truth about it – preferably in a way that puts the opposing parties in a negative light.

For example, Ed Miliband could never have used ‘strong and stable’. It wouldn’t have suited him. Likewise, David Cameron would have struggled with ‘for the many not the few’, which, of course, made it all the more potent for Labour. But ‘strong and stable’ really is a good line for the doggedly determined Theresa May. Likewise, ‘take back control’ was a beautifully simple shorthand for the Leave campaign last summer, and ‘make America great again’ resonated with Trump supporters at least in part because it reflected the candidate’s seemingly unshakable self-belief. ‘Yes we can’ was the ideal accompaniment to Barack Obama’s young and fresh surge for the Presidency in 2008, as he broke through all sorts of glass ceilings.

It takes time to find the ideal strapline, mantra or slogan – in political marketing just as in advertising. It requires trial and error. But once you land on a line that works, you need to commit to it and, yes, repeat it as often as you dare. The lesson of this election, so far, is that endless repetition makes journalists groan and moan – but it really does work.

Handling Media Interviews 23rd March

Handling Media Interviews

Course aim

Handling media interviews – this 1 day training course will enable you, or the spokespeople you support, to become powerful advocates for your organisation when carrying out any type of media interview. It’s a highly practical course, giving delegates the chance not just to learn all the key lessons of media training, but to practise those techniques through a range of simulated interviews. It is the perfect way to ready yourself and your spokespeople for handling media interviews, whether print or broadcast.

Who should attend?

This course is for two groups:

  1. Anyone who does media interviews (print or broadcast) on behalf of their organisation
  2. Communications professionals (typically PR directors, managers and account executives) who prepare spokespeople for media interviews
handling media interviews
Robert Taylor training a group of delegates

What to expect 

  • A highly participative course, limited to eight delegates
  • The chance to do at least two live interviews on camera
  • The ideal environment to learn and practice the key lessons of media training

Course objectives 

Participation on the course will provide you with the knowledge to:

  • Prepare perfectly for any type of media interview – promotional, “issues” or crisis
  • Prepare for print and broadcast interviews
  • Prepare and support other spokespeople before and during media interviews, give feedback and de-brief
  • Communicate with impact and authority
  • Look and sound your best and overcome nerves
  • Satisfy the journalist’s requirements for news while achieving your business objective
  • Handle contentious, sensitive issues
  • Handle the most awkward questions under pressure

Course Tutor

handling media interviews
Course tutor Robert Taylor

Robert Taylor  Robert has developed a unique methodology for successful media interviews, which he has used to train political leaders, chief executives and chairmen throughout the world, who are about to speak live or do a media interview.

His trainees include more than a thousand diplomats from the UK’s Foreign and Commonwealth Office, the entire executive management teams of the Olympic Delivery Authority for London 2012, and senior executives at BT, Accenture, British Airways and FedEx.

His book “Media Interview Techniques” is considered the definitive guide to doing media interviews.

Course Administrator

handling media interviews
John Lynch – Administrator of Social Selling Training Course

John Lynch  John is Managing Director of Open Information and Training Services a specialist consultancy that provides trainers and consultants for systems integration, taxonomy implementations and open data projects for business and Government clients.  John was previously the Sales Director at Jane’s Information.

John manages all the Social Selling Training Course admin, fees, bookings, logistics, delegates and venue hire.

For course enquires please contact John at:

Tel: 020 8669 6681

Mob: 07843 106702

Email John Lynch