Media Training isn’t an optional extra—it’s a necessity!

 Picture this. A reporter thrusts a mic towards your CEO and asks, “Sir, is it true that your company’s new electric scooter catches fire in the summer heat?”

A well-trained CEO smiles and says, “Safety is our top priority, and we are actively investigating all concerns to ensure the highest quality standards.”

A CEO without media training? “See, it only happens if you leave it under direct sunlight for a few hours?”

And just like that, investors panic, #ScooterSamosa trends on Twitter, and your PR team disappears—rumoured to be seeking refuge in the Khandala foothills.

This is why media training is not a luxury. It’s as crucial as a power backup during load-shedding. Because when the media storm hits, you don’t want to be standing there without an umbrella, hoping for divine intervention.

A well-trained spokesperson can handle a tricky question the way a seasoned Mumbai driver navigates potholes—smoothly, efficiently, and without a scratch.

I have personally conducted media training for brand heads at one of the world’s largest family-owned businesses based in Dubai and witnessed first-hand the phenomenal transformation. From fumbling through interviews like a nervous engineering fresher at a campus placement drive, to tackling tough questions with the composure of a cricket captain at a post-match press conference—it was like watching a gully cricketer turn into a polished IPL star.

Consider these two responses:

Reporter: “There are allegations that your company has been evading taxes.”

Untrained CEO: “This is just an accounting adjustment and we do it just like any one else.”

Trained CEO: “Our company adheres to all tax regulations and is fully cooperating with the authorities to address any concerns.”

One statement gets you a late-night visit from the tax department. The other reassures investors, customers, and the government that there’s nothing to worry about.

Many CEOs believe, “I can handle the media. I give speeches at annual company town-hall meetings and family weddings; how hard can this be?” This is the same confidence that leads people to think they can drive through Mumbai traffic without honking.

Without media training, here’s what happens:

1. Accidental Honesty: Transparency is great, but saying, “Yes, there was a factory fire, but our insurance covers it” is not great PR.

2. Word Vomit: What should be a simple “We are handling it” turns into a never-ending monologue about your childhood dreams and why you admire Ratan Tata.

3. The Deer-in-Headlights Effect: A tough question comes, and suddenly, your CEO is staring at the reporter like a student who forgot it was exam day.

A brand crisis is like a fire, and a trained CEO is the fire extinguisher—not the person throwing extra ghee onto the flames.

A trained spokesperson knows how to:

• Stay calm under pressure. No sweating like a pani puri vendor in May.

• Control the narrative. If a journalist tries to trap them, they don’t panic like a cricket batsman facing a bouncer—they adjust and hit it for a six.

• Handle aggressive questions with poise. They don’t dodge, but they also don’t start a debate that ends with their company’s shares hitting rock bottom.

Think of media training like a monsoon raincoat. You may not need it every day, but when the downpour begins, you’ll be grateful you have it.

Media training teaches CEOs and spokespersons:

• How to answer tricky questions without making things worse.

• How to deal with aggressive reporters without losing their cool.

• How to look confident, even when their company is going through turbulence.

• How to avoid becoming an internet meme.

A great media trainer is like a good street-food vendor—they know exactly what the audience wants and how to serve it in the best possible way.

Contrary to popular belief, media trainers don’t have to be former journalists, but it helps. Someone who has worked in the media knows exactly how journalists think, what they’re fishing for, and what kinds of headlines they love.

However, effective media trainers can also be:

• PR professionals with deep experience handling brand crises.

• Former corporate spokespersons who’ve been grilled by reporters and lived to tell the tale.

• Crisis communication experts who can turn a PR nightmare into a masterclass in damage control.

The Bottom Line

Media training isn’t an optional extra—it’s a necessity. Unless, of course, your company wants to be the next viral sensation on WhatsApp forwards.

So, the next time a CEO says, “I don’t need media training,” just show them a compilation of CEOs who’ve tanked their own brands in 30-second interviews. Then ask if they’d rather learn the easy way or the hard way.

Costs

The cost of one media training session in India depends on several factors such as the trainer’s experience, within the city, on or off-site, duration, number of participants, and whether it's for individuals or corporate teams. Here's a general breakdown:

1. Individual Media Training: Freelance Trainer: ₹25,000 – ₹40,000 for a half-day session

Senior PR/Media Consultant: ₹70,000 – ₹1.2 lakh per session (half-day to full-day)

Celebrity or CXO-level Coaching: ₹1.5 lakh – ₹5 lakh

2. Corporate or Group Sessions: Small to Mid-sized PR/Training Agencies: ₹50,000 – ₹2 lakh per day for group training (includes videography, mock interviews, customised modules)

Top-tier Agencies or Global Firms: ₹2.5 lakh – ₹7 lakh+ per day (includes videography, mock interviews, customised modules)

3. Online/Virtual Sessions: Per participant: ₹5,000 – ₹20,000 for a 2–3 hour webinar/workshop