Frequently Asked Questions About Media Training

The Basics

What is media training? Media training is professional coaching that teaches executives, spokespeople and communications staff how to conduct strategic, disciplined media interviews. It’s not about spin or evasion. It’s about giving you the tools, techniques and confidence to tell your organization's story clearly and effectively, whether you are speaking with a print reporter, doing a radio call-in or sitting across from a TV camera. A media interview is not a conversation but it should sound like one. Knowing how to prepare is what leads to great media coverage.

Why do executives need media training? Because reporters are trained professionals doing a job, and that job is not to make you look good. Most executives are good at what they do, but that doesn’t automatically translate into being an effective media spokesperson. Without training, even the most accomplished leaders can stumble, get misquoted, go off-message or say something they immediately regret. Great media training can help level the playing field.

Who should be media trained? Anyone who may be called upon to represent your organization publicly: CEOs, VPs, board members, communications directors, subject-matter experts and anyone else a reporter might put a microphone in front of. Ideally, you want your spokespeople trained before the camera is rolling, not after something has gone sideways.

Is media training only for large organizations? Not at all. I’ve worked with everyone from Fortune 500 companies to small non-profits, startups, healthcare organizations, municipal governments and individual authors. If your organization interacts with the media, or might someday, media training is a smart investment regardless of your size.

About Warren Weeks

Who is Warren Weeks? I am a Toronto-based media trainer and communications consultant with over 30 years of experience, first as a journalist (I have more than 1,000 articles under my belt), and then as a media trainer and strategic communications advisor. I am the principal of Eleven Strategic Communications, Inc. Over the past three decades, I have delivered more than 1,500 in-person media training sessions and coached thousands of spokespeople from organizations across Canada, the United States and the United Kingdom. I hold a Master of Arts in Journalism from the University of Western Ontario.

Why is Warren Weeks considered Canada's most experienced media trainer? Simply put, volume and depth. With more than 1,500 in-person sessions delivered over 30-plus years, across every province in Canada (as well as the US and UK), I’ve seen virtually every media scenario imaginable. Routine product launches, hostile investigative journalists, full-blown corporate crises, high-stakes government inquiries, celebrity events, sensitive healthcare issues and everything in between. That breadth of real-world experience is what separates serious media training from the ordinary. I don’t just teach media relations. I’ve lived it from both sides of the microphone, as a journalist and as a trainer.

How is working with Warren different from getting media training through a PR firm? It is a significant difference and it matters. When you hire a PR firm to deliver media training, you’re typically getting a generalist communications professional who offers training as one of many services. Media training is what I do, exclusively and obsessively. Every session I deliver is built around your organization, your industry and your specific issues. There are no off-the-shelf modules and no junior staff running the room. You get me, fully prepared, with decades of specialized expertise focused entirely on making your spokespeople better. Clients who have asked around consistently tell me there is no comparison.

What kinds of organizations have you worked with? A wide range. Banks, insurance companies, utilities, hospitals and healthcare networks, not-for-profits, retailers, municipalities, universities, conservation organizations, global consulting firms, social advocacy groups, tech companies and more, across virtually every industry and sector.

Do you only work in Toronto? Not even close. One of the things my clients appreciate most is that I come to them. You should not have to herd your executives onto a bus or disrupt your team's day any more than necessary. I show up at your office, your boardroom or wherever works best for you and your participants, ready to go. Over the past three decades I have delivered in-person media training sessions in every province in Canada. This video will give you a sense of the extent of my media training travels over the years. Virtual sessions are also available for organizations that prefer remote delivery and they are every bit as rigorous as the in-person experience.

The Training Sessions

What types of media training sessions do you offer? I offer four levels of media training: Introductory, Intermediate, Advanced and Issues & Crisis, as well as Presentation Training and Social Media Training. The Intermediate session is the most popular and is suitable for most organizations. Every session is customized to your organization, your industry and the specific issues your spokespeople may face.

What does a typical media training session look like? Each session is divided into three parts. We start with an engaging, interactive foundation covering the fundamentals of successful media relations, what reporters actually want and the real-world techniques for succeeding in interviews. It’s a fun, educational hour that includes plenty of examples, case studies, group interaction and typically some laughs. Then we move into message development, crafting and stress-testing your key messages as a group. Finally, each participant conducts simulated media interviews in print, radio and/or TV formats, with a veteran journalist playing the role of reporter. Each interview is followed by detailed, constructive feedback (both verbal and written).

How long is a media training session? It depends on the number of participants. One-on-one or smaller group sessions can be covered in half a day. For larger groups, sessions will run from roughly 9 a.m. to 2:30 p.m., which gives everyone enough time to absorb the material, develop their messages and get meaningful time in front of the camera. I will recommend the right format once I know a bit more about your team and your goals.

How many people can participate in a session? It varies widely and I am happy to work with whatever makes sense for your organization. One-on-one sessions are quite common, particularly for senior executives who want focused, intensive preparation. Medium-sized groups of four to eight participants are the most popular format. And for organizations that want to train a larger team all at once, we can accommodate groups of up to 20 to 30 participants (we do this by bringing in additional facilitators to help conduct simulated interviews during the workshop part). Whatever your situation, we will design a session that works for the size and composition of your group.

Do you offer one-on-one media training? Yes. Individual coaching sessions are available for executives who want intensive, personalized preparation, particularly useful before a major interview, a product launch or a crisis situation.

Do you offer virtual media training? Yes. I have adapted my sessions for online delivery and they are just as rigorous and effective as in-person training. During the pandemic alone, I delivered more than 200 virtual sessions for clients around the world. Virtual sessions are available for organizations anywhere in Canada and beyond.

Can the training be customized for our industry? Always. I do serious preparation before every session, researching your organization, your sector and the issues most likely to come up in your media interviews. The simulated interview scenarios are built around real situations your spokespeople might actually face. You will not walk away having practiced answers to questions that have nothing to do with your world.

Crisis Communications

What is crisis communications training? Crisis communications training prepares your spokespeople for the most high-stakes media scenarios: product recalls, workplace incidents, environmental issues, legal matters, leadership controversies and more. It is not enough to know how to handle a routine media inquiry. When a crisis hits, you need to know exactly what to say, what not to say and how to protect your organization's reputation under pressure. My Issues & Crisis session is specifically designed for this.

Should we wait until a crisis happens before getting trained? Um…no. The worst time to learn media relations is when reporters are already at your door. The organizations that navigate crises most effectively are the ones that prepared before anything went wrong. Think of it like fire drills. You do not wait for the building to be on fire.

Online Media Training

Do you offer online media training courses for people who cannot attend an in-person session? Yes. For individuals who want to build their media interview skills on their own schedule, I offer a very comprehensive online media training course available at greatinterview.ca.

Pricing & Logistics

How much does media training cost in Canada? Pricing depends on the type of session, the number of participants, the level of customization and whether the session is in-person or virtual. I do not publish fixed rates because every engagement is different. A half-day session for two executives is a very different scope than a full-day session for an organization's entire leadership team. Contact me directly and I will put together a proposal that makes sense for your needs and your budget. Having said that, the cost will be significantly lower than what a large PR firm would charge and the value you will receive will be significantly higher.

How far in advance should we book? I would recommend reaching out at least two to three weeks in advance to allow enough time for preparation and customization. That said, I understand that sometimes the need is urgent, particularly in crisis situations, and I do my best to accommodate tight timelines when I can.

How do we get started? Simple. Email me at warren@weeksmedia.ca. We can discuss your needs and I will put together an overview/proposal for your review. There is no obligation and no sales pressure. If we are a good fit, great. If not, I will tell you that too.