Media training is a familiar part of most B2B tech PR programmes. It’s often booked in ahead of major announcements, when an executive joins the business, or to ensure that spokespeople toe the same line when new messaging is rolled out.
But media training can do far more than simply prep someone to speak to the press. When approached strategically, it can be a golden opportunity for comms teams to engage spokespeople in the PR programme and help them see why it matters and how they can make a difference.
Here are five ways media training can help you do just that.
1. Shift from product-led to story-led thinking
Spokespeople in B2B tech businesses are often immersed in the product. Founders, CTOs and technical leads tend to know every detail of what’s been built and they’re rightly proud of it. But that closeness can make it hard to see the wood for the trees.
Media training can help spokespeople consider things from the journalist’s point of view, so that product updates and innovations can be presented as part of a much more compelling and meaningful narrative.
To get to the heart of this, we explore questions like:
- Why does this matter right now?
- What’s the broader impact of what you’re doing?
- How does it connect to the company’s mission?
These aren’t abstract questions. They help spokespeople move from listing features and specs, or talking in marketing-jargon to telling stories that resonate. And once they understand that journalists are looking for relevance, not just detail, their approach shifts dramatically.
2. Test and refine messaging before it goes into the wild
Spokespeople don’t often get the chance to hear themselves say key messages out loud until they’re on the line with a journalist. Media training offers a safe, structured way to test messaging and refine how it’s delivered, without the risk of a bad headline.
Even carefully crafted messages can fall flat in conversation. Some lines might not feel authentic. Others could be too long or too vague. Training allows us to identify those issues early, so that spokespeople can shine in their own individual way.
It also gives company spokespeople more ownership of the narrative. When they’ve helped shape it, they’re more likely to want to champion it.
3. Build stronger relationships with spokespeople
Media training also creates valuable face time between the PR team and senior leaders – time that can be hard to come by in fast-paced companies.
At Tyto, we always encourage PR leads to join the session. It’s not just about observing performance. It’s a chance to build rapport, show value, and reinforce the role of comms as a strategic partner. These conversations can often help reposition PR in the eyes of spokespeople, from “press release writers” to trusted advisors.
Once that trust is in place, spokespeople are more willing to collaborate, flag opportunities, and stick to the messaging when it matters most.
4. Stress-test your spokesperson for consistency of message
As businesses scale, the number of spokespeople often grows, across different markets, product areas and leadership functions. Media training is a useful way to sense-check how aligned your spokespeople and executives really are.
Even when messaging looks good on paper, different spokespeople may default to very different talking points or tone. A well-structured media training session can highlight inconsistencies and reveal who’s confident and who needs more support. It can also uncover nuances in messaging or new stories that the PR team could have otherwise been unaware of.
This is especially valuable in Europe, where media expectations vary significantly from market to market. Training helps spokespeople add the local flavour that journalists are looking for while staying aligned to a global storyline.
5. Use media training at the right moments not just the obvious ones
Yes, media training is useful before a product launch or funding round. But it’s even more powerful when used proactively. We often recommend training:
- When rolling out new or updated messaging
- As part of onboarding for new senior hires
- Before major international events or market launches
- When expanding your roster of spokespeople
- Or when an interview hasn’t gone as well as it might have
Even the most experienced spokespeople can benefit. Over time, delivery habits can start to slip, or messaging can waiver. A media training session is a moment to reset, sharpen and reconnect the individual with the broader communications programme.
Media training is more than a box-ticking exercise
It’s a strategic opportunity to engage spokespeople with the PR programme, helping them understand not just what to say, but why it matters.
When done well, it builds stronger spokespeople, tighter narratives, and better relationships between comms and the wider business. And that’s what turns a good PR strategy into one that really makes an impact.
About the author
Rebeeca Donnelly is Managing Director of Client Services at Tyto. Rebecca has 15 years’ PR and communications experience, combining global strategic expertise with a strong track-record in delivering high-impact consumer and corporate campaigns.