Improve your news interview skills with a customized media training program.



The strategies taught in Mower’s media training program will improve your team’s skills not only with news interviews, but with any group discussion — whether it’s an earnings call, a speech, a trade show presentation, a sales meeting or even an internal huddle with staff.

Mower has led formal media training programs for more than 25 years. The work has included preparing executives of Fortune 500 companies for live interviews on the financial shows, working with professional athletes, assisting a range of clients — from large businesses to private citizens — with successfully navigating crises, and helping other companies that simply want to be prepared for anything.

Our media training program teaches several tools for working with the media:

  • Preparing for the interview, then taking control during the Q-and-A
  • Creating memorable sound bites
  • Speaking persuasively
  • Being ready for ambush interviews and unanticipated controversies
  • Developing key messages and delivering them effectively to advance your agenda
  • Countering questions that are leading or that put you on the defensive
  • Managing your voice and appearance
  • Confidently managing media exposure for your company’s benefit

Each media training session is highly customized. Mower’s advance work helps identify specific needs, understand concerns and meet expectations. Trainees who have previous experience can provide press clippings that help further tailor the training.

The Mower team is comprised of experienced PR pros who are former reporters. They prepare for on-camera practice interviews just as they would when they were journalists, researching your company and other relevant issues.


The training gets divided into three sections:

  1. An overview of how to take control and drive home your key messages, whether it’s for a news article, earnings call or any other presentation. Mower uses proprietary video materials to illustrate various communications techniques, including media from today’s newsmakers to underscore different lessons.Mower also explains the media’s behavior, revealing reporters’ motivations and the strategies they often use during interviews. This gives you the confidence and knowledge needed to manage the interview, rather than be managed by it.
  2. Message development. Before your practice interviews, Mower will help craft the main points you want to highlight. This can be a critical test run for your key messages. Many trainees say the message development component of the media training was as valuable as the practice interviews, sparking more focused, persuasive communications.
  3. On-camera practice interviews that are high intensity and highly realistic. One trainer becomes the “reporter” and another becomes the “cameraman,” using the equipment today’s journalists use in their news broadcasts. Mower deliberately makes the practice interviews difficult. Clients later say that by comparison, the real interviews they do after the training seem easy.Trainers interrupt the interviews frequently with feedback from both a PR and journalism perspective. Mower highlights what worked and explains how other areas can be improved. The goal: ensure your key messages land in the reporter’s story.
Let's Talk! Media Training Expert, Rick Lyke

To learn more about how our Media Training can help you out, contact:

Rick Lyke