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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Suiters contrasts outdated, scripted talking-point memorization with a hyper-custom approach that builds authentic, teachable communication skills across scenarios, including media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 Introductions
01:02 Rethinking Media Training
02:05 Beyond Broadcast Scenarios
03:33 Effort and Practice Payoff
05:20 Evolving Past Talking Points
06:14 Set Goals and Perception
08:45 Debrief and Say No
11:50 Misconceptions About Training
14:46 Journalists Are Not Enemies
19:40 Pause and Speak Clearly
22:29 Avoid Jargon and Acronyms
28:38 Ongoing Prep Sessions
29:26 Always Be Ready
30:53 PR As Insurance
31:51 Short Tailored Sessions
33:59 Handling Training Resistance
36:14 Introverts And Authenticity
37:46 Giving Executive Feedback
41:56 One On One Vs Group
43:31 Assume Everything Leaks
47:14 Difficult Questions And Bridging
50:03 AI And The Human Premium
53:42 When To Hire A Trainer
56:59 Media Training Wrap Up
Show 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/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
Book 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.
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By Michelle GarrettIn 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 Introductions
01:02 Rethinking Media Training
02:05 Beyond Broadcast Scenarios
03:33 Effort and Practice Payoff
05:20 Evolving Past Talking Points
06:14 Set Goals and Perception
08:45 Debrief and Say No
11:50 Misconceptions About Training
14:46 Journalists Are Not Enemies
19:40 Pause and Speak Clearly
22:29 Avoid Jargon and Acronyms
28:38 Ongoing Prep Sessions
29:26 Always Be Ready
30:53 PR As Insurance
31:51 Short Tailored Sessions
33:59 Handling Training Resistance
36:14 Introverts And Authenticity
37:46 Giving Executive Feedback
41:56 One On One Vs Group
43:31 Assume Everything Leaks
47:14 Difficult Questions And Bridging
50:03 AI And The Human Premium
53:42 When To Hire A Trainer
56:59 Media Training Wrap Up
Show 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/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
Book 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.