MEDIA TRAINING ESSENTIALS
“media training: stories ready, say your message, redirect bad questions, run the clock.”
The Lesson
Media training beyond the obvious. Always have a bag of short stories-interesting, funny, or making a point. Say what you need to say. You came to deliver your message, not just answer their questions. Force it in even if awkward. Offer a beverage if they come to you-sets a collaborative tone. Ignore bad questions by answering a different question (politicians do this deliberately, not accidentally). Run out the clock if things go badly-keep redirecting to your message until time runs out. They're not going to be there all day.
Real-World Example
A founder does their first major press interview. Old approach: answer every question directly, get pulled into topics they don't want to discuss. New approach: they prepare three stories that demonstrate their key points. When asked an awkward question about a past failure, they pivot: 'That experience taught me something important...' and bridge to their prepared story. They leave having delivered their message regardless of the questions asked.
Watch Scott explain this lesson
Watch Lesson on Locals →