The current news cycle is exceptionally busy with breaking developments on tariffs (which have changed even since I started drafting this blog), legal rulings, and protests coming fast and furious.
At the same time, newsrooms are scrappier than ever, with fewer journalists churning out more stories. And most journalists are thinking about how they can frame their stories (even those who report for niche trade publications rather than mainstream news) within the view of the current political landscape. In short, every reporter has added “politics” to their beat.
The rapid news cycle presents opportunities for thought leaders to weigh in on economic topics like tariffs and inflation. However, we advise caution: these policies remain fluid, making it unwise to take a definitive public stance on constantly evolving issues. Additionally, even a brief discussion on tariffs with a reporter can lead to questions about more controversial aspects of the Trump administration—a territory most executives prefer to avoid.
Navigating conversations with reporters requires even more caution and preparation than in the before times, a necessity that will likely extend throughout 2025 and beyond. Proper media training for company executives is critical to the success of any media strategy.
Here are four essential media training tips for 2025:
Prepare for tricky questions — you are going to get them: Regardless of the interview context, execs will field thorny questions, including inquiries about President Trump, his tariffs’ effect on their industries, and the administration’s actions targeting DEI initiatives. Ahead of every briefing, execs should prepare answers for all potential tough questions and be ready to block and bridge. Like politicians, executives need to master blocking an unwanted question and smoothly transitioning to what you actually want to discuss. The best advice before any type of media opportunity is to prepare, prepare, prepare – and be ready to pivot to your main messages.
Have a game plan: Go into every interview having researched the reporter, the media outlet, and their audience — or have your communications partner do so for you. Be ready to lead with the news and highlight three or four key messages that would make great headlines. Executives should be prepared enough to go into the interview calm, in control, and ready to deliver a clear and concise description of their company’s core story. They should also be ready to sprinkle in data to add context and anecdotes to add substance. Cite real-world examples whenever possible – reporters will almost always ask.
Don’t be fearful, but do use caution: Executives should not go into media opportunities scared; however, they should absolutely be cautious and ready to pivot when needed. Reporters have agendas and are looking for eye-catching headlines (that get clicks!) and controversial soundbites. That being said, there are ways for executives to offer their perspectives on how potential tariffs or economic policies will affect various industries without becoming overly political. These talking points should always be worked through with execs’ PR teams before the actual interview.
If an executive is ready to take a bold political stance, that can be a strategy in itself — but there will be ramifications. Most prefer to strike a balance by providing valuable insights without wading into political waters. These interview tips can help achieve that balance. Need to refresh an executive’s media training? Let’s connect: [email protected].
