Media Training:
Communicate
with impact.

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In today’s media-saturated world, brands that invest in confident, credible spokespeople stand out. Media training equips leaders with the skills to communicate clearly and consistently – whether in interviews, press conferences or digital content.

It’s not just about avoiding missteps. High-quality thought leadership – often delivered by well-trained spokespeople – has been shown to directly influence purchasing decisions, drive brand positioning and support advocacy.

ImpactInstitute’s media training, led by ex-AFR journalist Mark Jones, ensures your team is not only ready for the spotlight but positioned to lead conversations that make an impact.

Why Media Training Matters

60% of decision-makers say they’re willing to pay a premium to work with companies that demonstrate strong thought leadership.
53% say strong thought leadership directly influences their purchasing decisions.
75% of executives say it has led them to explore products or services they weren’t previously considering.

What you’ll come away with

Insights into media interview objectives and tactics
Practice in a supportive environment and expert feedback
Tools to prepare for media interviews
A support helpline for when you need it

About the trainer

ImpactInstitute co-founder, host of The CMO Show, and ex-AFR journalist Mark Jones will lead media training sessions, supported by a senior PR & Comms team member.

He has 25 years of experience as a journalist, editor, publisher, keynote speaker, business leader, and advisor in Australia and Silicon Valley. Clients include iconic brands like Coca-Cola, Microsoft, Google, IBM, Telstra, Adobe, and IDG. His first book, Beliefonomics: Realise the True Value of Your Brand Story, was published in 2020 and details a proven brand storytelling framework that combines storytelling with customer belief systems.

Mark’s popular podcast, The CMO Show, won Best Content Marketing award, and Mark was a finalist for Marketer of the Year at the Australian Marketing Institute (AMI) awards in 2019.

Packages

Full service

(3–4 hours) – max 4 attendees

Session educating attendees on the importance of media for their business and preparing them for interviews — from understanding the underlying strategy to preparation and in-interview tactics.

Session Content

Setting the scene: Why media interviews matter
Examples: The good, the bad and the ugly
The media landscape and what journalists are looking for from an interview
How to prepare for an interview
In-interview tactics – bridging, hooks, etc.
Journalist tactics before and after the interview ends
Putting it into practice: Two rounds of live journalist interviews with lead trainer and videographer
Review: peer feedback
Final feedback

Activity

Pre-session fact-finding session with implementation team to understand company, spokespeople, and interview topics
Call briefing/form with attendees in preparation for the session
Session held at ImpactInstitute offices
Post-session report on each attendee

Inclusions

Access to ImpactInstitute’s offices, podcast suite as needed, and all AV equipment

Cost guideline: Approx $6k–$7k + GST

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Condensed

(2 hours) – max 2 attendees

A session that cuts straight to the interview tactics. It is essential that attendees come to the session prepared with their messaging.

Session Content

Setting the scene: Why media interviews matter
In-interview tactics – bridging, hooks, etc.
Two practice rounds: filmed interview with lead trainer
Journalist tactics before and after the interview ends
Review: feedback on performance
Final feedback

Activity

Client to provide full briefing on scenarios for ImpactInstitute review
Briefing form for attendees to prep for the session
Session held at ImpactInstitute offices
Post-session report on each attendee

Inclusions

Access to ImpactInstitute’s offices, podcast suite as needed, and all AV equipment

Cost guideline: Approx $5k–$5.5k + GST

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Ways of working

ImpactInstitute works with all clients to tailor sessions to their needs and can bespoke packages as required. We work with our partners to deliver seamless media training and provide detailed implementable recommendation reports and guidance to help attendees use what they’ve learned and build on it over time.

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Case studies

Our portfolio represents more than 10 years of working in partnership with iconic, purpose-driven organisations across APAC and the globe – to define their brand purpose, tell their story and measure their meaningful impact.

View our work