Media training tips for leaders who hate the spotlight

For many leaders, the idea of facing a camera or fielding tough questions from journalists can be daunting, if not terrifying.  But in today’s 24-hour media landscape, leadership visibility is often non-negotiable, especially during a crisis.

While leaders can be brilliant strategists, strong negotiators, and effective decision-makers, when it comes to media, many fall short. Here are some practical media training tips to help you communicate with confidence, even if the spotlight isn’t your natural habitat.

1. Redefine your view of media 'talent'

The best spokespeople aren’t flashy, and they’re not always charismatic. They might not even be completely comfortable in front of camera. But they are always clear, credible, confident, and composed. It’s important to focus on being authentic and well-prepared, not necessarily perfect.

2. Know your key messages

Clarity of message matters. Key messages distil complex ideas into concise, compelling sound bites. They help you speak with greater confidence and make it easier for audiences to grasp what you're saying quickly and clearly.

Anchor yourself in the three key messages that reflect your organisation’s position, values, and priorities. Rehearse them, out loud, until they come easily. It’s not about memorising lines; it’s about making your messages second nature.

3. Practice under pressure

Simulated interviews are your best friend. Work with a member of your comms team to rehearse tough questions, off-topic detours, high-stakes scenarios, one-on-one interviews and press conferences. The goal is to build your muscle memory for staying calm and focused under pressure.

4. Use bridging techniques

While the days of repeating message after message (while completely avoiding the question) are over, there are ways to maintain composure and control. If a question takes you off track, away from your key messages, you can steer back on topic with simple phrases, such as 'what we're focused on right now is'. There is no single 'right' phrase; the key is using language that you're comfortable with. Try using these phrases in day-to-day moments so they start to come naturally.

5. Don't be afraid to pause

Silence feels far longer in your head than it does in broadcast. A short pause to gather your thoughts or composure is completely acceptable. However, be sure to maintain your eyeline to avoid looking shifty on camera.

When nerves take over, many people will rush through their delivery, but speed undermines impact. Slow your pace, be deliberate, give your words room to land, and importantly, give yourself time to think.

6. Work with a trusted coach

Media training is about helping you communicate in a way that feels true to your leadership style, not turning you into someone you’re not. A good coach will help you find your own unique voice. They will also help you to pace your delivery, manage your nerves, and connect with diverse audiences, even in unfamiliar settings.

7. Remember: it's not about you or the journo

Knowing that it’s not about you can shift your nerves and free up your mindset.

Media interviews are about your audience. They’re not about you as a spokesperson, or even the journalist you’re talking to. Whether it’s customers, partners, investors, or the public, your job is to help them understand what matters and why. If you’re feeling rattled, remember who you’re talking to.

While your employees are also an important audience to think about, it’s crucial that you never rely on them seeing, fully understanding, or appreciating what you’ve said in an edited news clip. Speaking to your employees first builds trust, demonstrates transparency, and shows that you value the people who represent your organisation every day (and who carry it into casual conversations everywhere from backyard barbeques to the local pub). These upfront communications with staff can also sharpen your message and delivery, helping you prepare for any media interviews that may follow.

8. Know the wider value of media tips and training

While media training is partly about handling journalists, it’s also about mastering the art of clear, composed communication under pressure. The same skills that help you navigate a tough interview can also elevate your presence in a wide range of leadership scenarios.

Whether you're stepping onto a conference stage, announcing a major change at a town hall, or briefing key stakeholders at a sensitive time, media training provides you with the tools to show up with confidence and maintain control.

Even in informal moments like team updates, Q&A sessions or skip lunches, media training can help you to anticipate concerns, frame better responses, and speak with greater purpose.

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Not every leader dreams of being front and centre, but you don’t have to love the spotlight to handle it well. With the right preparation and support, even the most media-shy leaders can become trusted, credible voices when it matters most.