Public Relations
Media Training
At THC & Partners, we believe that regular media training is essential to prepare leaders for a variety of scenarios, with a focus on sensitive issues respective to defence, government, aeronautics, finance, manufacturing, auto and pharma.
We work with highly respected journalists to deliver our training in both Arabic and English, with carefully researched and crafted scenarios to simulate realistic conditions for our training.
Our training is delivered in person so we can replicate the live studio environment and provide real-time feedback on areas of delivery and presentation that build or erodes trust.
There are 4 components to effective media training with THC & Partners, essential for any company spokesperson operating in today’s challenging and diverse media landscape:
1. Message Preparation
Speaking to camera can be an intimidating process, and to avoid ‘stage fright’ – knowing with confidence the key messages that you want to deliver, without getting pulled in different directions, is imperative.
At THC & Partners, we prepare for media training by using AI to stress test a message with your key audience, ensuring that key points will resonate with the intended audience, chime with the editorial agenda and help to build a rapport with the journalist.
This preparation ahead of time is crucial for positioning executives as subject matter experts in their respective field.
2. Media Relations
Media relations is often treated as a catch-all term, but at THC & Partners, we focus on the word that matters most: relations. Building genuine rapport with the media means understanding what drives them — knowing the journalist’s style, their editorial priorities, and the political stance of their outlet will shape how a leader must prepare and respond.
3. Control Phrases
In an era where misinformation and ‘fake news’ proliferate, media interviews offer a vital platform for organisations to convey their messages accurately and authentically. They serve as opportunities to clarify positions, dispel misconceptions, and build credibility.
Having well trained spokespeople who understand the techniques to bridge questions and create for themselves the opportunity to (re)build trust is often the benchmark of a successful interview.
This includes:
- Recognising the style of question (eg. The False Premise v The False Choice)
- Understanding control phrases
- Have a grasp of the ABC formula – Answer, Bridge, Communicate
4. Delivery
An interview for television or radio is a physical as well as intellectual performance, and the audience will often take away as much from your appearance or tone of voice, as your message.
Our media training prepares spokespeople not just to deliver their message, but to embody it — helping them master body language, tone, pace, and presence so they come across as confident, credible, and in control, whether on camera or behind a microphone.
5. Communicating in a crisis
In the face of risk and disruption, caused by an exceptional and untimely event, how a company responds, adapts and adjusts course can determine its very future, and at the heart of managing a crisis is effective, accurate and timely communication to all its relevant stakeholders.
Therefore, aligning media training with a pre-prepared crisis communications plan ensures that spokespeople are fully equipped to deliver messages that reinforce the organisation’s strategic response — enabling faster decision-making, minimising reputational damage, and maintaining stakeholder trust during critical moments.
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