Modern media training: Rethinking how we prep executives

In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer talks with her guest Katie Suiters of Brighton Media to discuss modernizing media training for executives. Suiters contrasts outdated, scripted talking-point memorization with a hyper-custom approach that builds authentic, teachable communication skills across scenarios, including media interviews, internal all-hands, social video, panels, and crisis moments. She recommends starting with intention-setting: defining the business objective of an opportunity and how the spokesperson and organization should be perceived, then measuring success against those goals. They address misconceptions that journalists are “out to get you,” the importance of taking pauses, and avoiding jargon because it erodes trust and loses audiences. Suiters advocates ongoing monthly or quarterly prep instead of one-time sessions, explains how to deliver constructive feedback, warns that “internal” remarks can leak, and notes AI increases demand for human, credible delivery and voice-aligned messaging; outside trainers can provide candid third-party coaching.00:00 Welcome and Introductions01:02 Rethinking Media Training02:05 Beyond Broadcast Scenarios03:33 Effort and Practice Payoff05:20 Evolving Past Talking Points06:14 Set Goals and Perception08:45 Debrief and Say No11:50 Misconceptions About Training14:46 Journalists Are Not Enemies19:40 Pause and Speak Clearly22:29 Avoid Jargon and Acronyms28:38 Ongoing Prep Sessions29:26 Always Be Ready30:53 PR As Insurance31:51 Short Tailored Sessions33:59 Handling Training Resistance36:14 Introverts And Authenticity37:46 Giving Executive Feedback41:56 One On One Vs Group43:31 Assume Everything Leaks47:14 Difficult Questions And Bridging50:03 AI And The Human Premium53:42 When To Hire A Trainer56:59 Media Training Wrap UpShow notes: Follow Katie Suiters on LinkedIn: https://www.linkedin.com/in/katiesuiters/Follow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/YouTube: https://www.youtube.com/@PRisUsX/Twitter: https://x.com/PRisUsThreads: https://www.threads.com/@prwritergalMichelle's book - B2B PR That Gets Results - is available nowBook a no-obligation call to talk about your needs here. About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.