What Is Media Training, Really?
Media training is more than learning how to “speak to the press.” At its core, it’s about knowing how to deliver a message clearly, handle tough questions, stay calm under pressure, and connect with your audience.
When applied internally, those same skills can help managers and executives deliver updates, handle staff concerns, and maintain trust—even in uncertain times. It’s about getting the message right, understanding your audience, and presenting it in a way that lands well and gets results.
Why Internal Communication Matters During Change
Organisational change can trigger a wave of uncertainty. It might be exciting news at the top—but for employees, it often prompts immediate questions like:
What does this mean for me?
Will my role change—or disappear?
Can I trust what I’m being told?
If communication is patchy or poorly handled, trust quickly erodes. That’s when you see resistance, low morale, and a dip in productivity. This is where media training plays a key role—equipping leaders with the skills to communicate clearly, consistently and confidently, even when they don’t have all the answers.
How Media Training Helps During Internal Transitions
Let’s break down a few specific ways media training supports internal communications in times of change:
1. Sharpening Key Messages
One of the first things media training teaches is how to distil a complex situation into a few clear, memorable messages. During a change initiative, this becomes especially important. You need to convey the “what”, “why”, and “what next” without overwhelming people with jargon or vague reassurances.
Media training helps leaders focus on clarity—building a message hierarchy that aligns with the audience’s priorities and concerns.
2. Improving Confidence and Composure
Delivering updates during change can be daunting, especially when the message isn’t easy. Media training helps leaders practise staying calm under pressure, managing their tone, and keeping their body language in check.
This doesn’t mean becoming robotic or overly rehearsed—it’s about being intentional and composed. Staff are more likely to stay engaged and trust a leader who appears steady and self-assured, even in challenging moments.
3. Handling Tough Questions from Employees
A large part of media training is focused on handling tough or unexpected questions from journalists. The same techniques apply to employee Q&As. Whether it’s a company-wide town hall or a smaller team meeting, leaders need to be ready for concerns, objections, and emotion.
Media training helps spokespeople:
Prepare for common (and difficult) questions
Acknowledge uncertainty without appearing evasive
Redirect conversations back to core messages
Maintain empathy and control
When leaders can respond effectively, it reduces tension and helps create an open, respectful dialogue—even when the answers aren’t simple.
4. Staying Consistent Across Departments
In fast-moving change scenarios, inconsistency in messaging is a common pitfall. If different departments are hearing different things—or if the leadership team isn’t aligned—it can create confusion and mistrust.
Media training encourages message discipline. By helping leadership agree on language, tone, and delivery, you ensure the same core information is communicated across the business. That consistency is key to maintaining credibility and avoiding misinformation.
5. Supporting Non-Comms Leaders with Communication Responsibilities
Not every leader is a natural communicator—and many don’t have a background in communications. But during change, the responsibility to deliver key messages often falls to department heads or line managers.
Media training gives those individuals the tools to feel more confident in their role as communicators. It provides practical techniques and coaching to help them step up and represent the business message with professionalism and care.
More Than Just External Prep
Ultimately, media training isn’t just for external-facing interviews—it’s about elevating communication at all levels. And during times of change, the way leaders show up and speak internally can shape the culture, retention, and resilience of the entire organisation.
Whether you’re announcing a change in direction, preparing for a merger, or simply rolling out a new set of values, investing in media training for your leadership team is a smart step toward delivering those messages well.
Looking to strengthen your internal comms through media training?
At Bluewood Training, we tailor our sessions to reflect the real-world challenges your team faces—internally and externally. Get in touch to find out how our bespoke media training can help your leaders communicate change with clarity, confidence, and care.