We have all seen a bad interview — an opportunity lost to poorly worded answers, emotionally-driven responses and that infamous “deer in the headlights” look. It gets saved, shared and replayed out of context, and soon, instead of being known as a founder, you’re recognized as a viral meme. It’s rough.

The worst part is that most of the time, subpar interviews are completely preventable with the right preparation. Despite this, many founders forgo media training and risk turning a great opportunity into a bad headline.

What is media training?

Media training helps spokespeople navigate interviews and press interactions more effectively. It teaches them how to stay calm under pressure, answer tough questions, adapt their approach to different formats and tailor their talking points to various audiences.

Do I need media training?

We always tell founders, “yes,” and it isn’t uncommon for them to push back with statements like:

• “I’ve done panels before. I’m good.”

Panels are fairly controlled. You’re rarely quoted and you’re not steering the narrative. A high-stakes interview or live segment is a different beast and winging it doesn’t scale.

• “We’re too early-stage for this.”

You’re never too early to be misunderstood. First impressions stick. A careless sound bite from a niche podcast can resurface long after Series A. Media training now prevents cleanup later.

• “That’s for CEOs at big companies.”

You’re right, but it is also for the startup founder quoted in TechCrunch tomorrow.

• “I don’t need help being myself.”

True, but you do need help being your most effective self under pressure.

• “It’s just PR spin.”

Incorrect. You’re confusing “spin” with ”strategy.” Spin falls apart very quickly. Your PR strategy, on the other hand, is the glue that holds everything together. 

It’s important to understand that the goal of media training is not to make you seem overly rehearsed. Quite the opposite, in fact — the aim is to enable you to stay authentic and on message.

Does media training make a difference?

To answer that, let’s look at what happens when a founder heads into a high-stakes interview unprepared.

Meet Jane, a fictional founder whose startup uses AI-enabled waste-sorting systems to help cities divert more material from landfills and just closed a $14M Series A. Investors are pushing her to do PR and although the idea of talking to the press makes her nervous, she knew she couldn’t turn down an interview with Fast Company.

Let’s see how untrained Jane navigates the reporter’s questions.

Q: Tell me about your company — what is it you’re working to accomplish?

• Untrained Jane: “We’re operating in a $90 billion market with clear first-mover advantage, and our pipeline shows strong municipal demand across three major verticals.”

• The problem:  This is something we see frequently in our preliminary media readiness assessments. Launching into market size, funding strategy or competitive positioning is great for an investor pitch — but it misses the human stakes journalists care about. They want to know what problem you’re solving, who it impacts and why it matters now.

• What Jane should have said: “Cities are under pressure to reduce landfill waste, but most don’t have the budget or infrastructure to overhaul their entire system. We help them get more value out of what they already have, by increasing diversion rates without forcing a costly retrofit.”

Q: Can you walk me through how your solution works?

• Untrained Jane: “We deploy multi-spectrum optical scanners paired with real-time edge processing that reclassifies material streams mid-cycle, reducing false positives by over 40% in MRF environments.”

• The problem: When you default to hyper-technical explanations, you risk losing the audience. While a trade publication might welcome industry jargon, many reporters are writing for audiences who aren’t as well-versed in the space as you are. Media training helps you adjust your answers to maximize their impact while ensuring your overall messaging stays consistent.

• What Jane should have said: “Our system scans each item as it moves along the conveyor belt and sorts it automatically. That means less waste goes to landfills, more material gets recovered, and cities hit their sustainability goals without rebuilding their entire operation.”

Q: While I was doing my research, I came across Company B. They’ve been around for a while and have a similar solution that’s very successful. Can you explain what makes yours different?

• Untrained Jane: “I’ve seen their work. It’s outdated. Their tech is clunky, and honestly, it’s not nearly as accurate as they claim. They’re coasting on reputation.”

• The problem: When you are unprepared, it’s easy to default to defensiveness. But negativity rarely plays well. Media training teaches you how to differentiate without going on the offensive. Remember: Being secure in your story is more effective than discrediting someone else’s.

• What Jane should have said: “They’ve done a lot to move the industry forward, and we’ve definitely learned from what’s worked — and what hasn’t. Where we’re different is in the modularity of our system and its ease of integration into existing infrastructure. That flexibility is a game changer, especially for cities that have little wiggle room in their budgets.”

Q: You’ve got pilots in three cities — I saw something about a fourth one that fell through. Is that true? What happened?

• Untrained Jane: “That’s not really accurate. We’ve been focused on scaling the three successful ones. The fourth one was more of an idea.”

• The problem: Deflection or dismissiveness can raise more red flags than the issue itself. If you’re not prepared for tough or uncomfortable questions, you risk sounding defensive or like you’re hiding something. A media-ready founder knows how to acknowledge the challenge without over-explaining or pointing fingers.

• What Jane should have said: “We were in early talks with a fourth city, but the timing didn’t line up — budget cycles and permitting processes moved slower than expected. It’s still on our radar, but we decided to double down where we had faster traction.”

Q: What are your plans now that you’ve closed your Series A?

• Untrained Jane: “We’re hiring aggressively, focusing on scaling GTM, and investing in our predictive modeling infrastructure to improve long-term operating leverage.”

• The problem: The reporter doesn’t want an operating plan; they want your vision. Media training teaches you how to focus on external outcomes instead of internal operations.

• What Jane should have said: “This round allows us to expand access. We’re starting with mid-sized cities that have been priced out of smart infrastructure solutions until now. That’s where we think the greatest environmental impact can happen.”

Is media training worth it?

In our experience, absolutely. Founders who lead the narrative don’t just represent their brand more effectively; they open doors that their solution alone can’t. Media training is an investment in your company and yourself — one that can directly contribute to your long-term success.

Beyond helping you make it through an interview unscathed, it equips you with the tools you need to position yourself as not just a founder but an industry voice. It enables you to establish name recognition and credibility across your target audiences, from investors and customers to employees and regulators.

Don’t let a great opportunity turn into a bad headline (or a viral meme)

We offer personalized media training programs designed to help founders show up confident, prepared and ready to tell their story. Get started with an intro call.

FAQs

What is media training?

Media training prepares spokespeople to communicate clearly, confidently and strategically during interviews with reporters, podcast hosts, broadcast producers and other media contacts. It helps executives, founders and subject matter experts answer questions, stay on message and handle difficult or unexpected topics without sounding overly rehearsed.

Why is media training important?

Media training is important because a media interview is not a casual conversation. Every answer can shape public perception, influence stakeholder trust and affect how a company, organization or leader is represented in the final story. Strong media training helps spokespeople communicate with clarity while avoiding vague, off-message or reactive responses.

Who needs media training?

Media training is useful for executives, founders, communications leaders, nonprofit spokespeople, healthcare experts, technical experts, public agency representatives and anyone who may speak to the media on behalf of an organization. It is especially valuable before a product launch, funding announcement, crisis response, public hearing, conference or high-profile interview.

What do reporters want to hear from startup founders?

Most journalists are looking for a compelling story. They want to understand the problem you’re solving, why it matters now, and how your solution actually works in practice. They’ll expect clarity, honesty, and relevance for their audience, not jargon or evasiveness.

What does ARTÉMIA’s media training involve?

Our media training is highly personalized — each session is tailored to the executive’s specific needs, company and industry. Our programs generally cover:

• Talking point development: Crafting clear, concise messages that resonate
• Message delivery: Sharpening tone, pacing and phrasing for maximum impact
• Difficult questions: Preparing for and confidently navigating tough or uncomfortable topics
• Body language and presence: Using posture, eye contact and tone to reinforce credibility
• Format flexibility: Adapting responses for different settings, from print to podcasts to live TV
• Actionable Insights: Mock interviews with our experts, including former journalists, to receive real-time feedback

Do I have to commit to multiple sessions?

Not at all. If you just need a refresher, one or two sessions may be enough. Many founders find that 3-5 sessions provide the right balance of practice and refinement, while others choose ongoing coaching as their visibility grows.

Before you commit to anything, we start with a brief intro call to discuss your goals and determine what kind of support would be most helpful. From there, we develop a customized plan for you to consider. Click here to schedule an intro call.

What is executive media training?

Executive media training is designed for CEOs, founders, senior leaders and other high-visibility spokespeople. It focuses on message discipline, executive presence, interview control, risk management and the ability to communicate business strategy or complex issues in a clear, credible way.

What is crisis media training?

Crisis media training prepares spokespeople to communicate during high-pressure situations such as service disruptions, legal issues, cybersecurity incidents, public safety events, product recalls or reputational challenges. It focuses on accuracy, empathy, accountability and maintaining trust when public scrutiny is high.

Can media training help with podcast interviews?

Yes. Media training can help spokespeople prepare for podcast interviews by improving message clarity, pacing, storytelling and conversational delivery. Podcast interviews are often longer and less formal than traditional media interviews, but they still require preparation to avoid rambling or missing key points.

How is media training different from public speaking training?

Media training focuses specifically on interacting with reporters and responding to questions in an interview format. Public speaking training usually focuses on presentations, speeches or live audience delivery. Both build communication skills, but media training places more emphasis on message control, interview dynamics and risk management.

What makes a good media spokesperson?

A good media spokesperson is clear, credible, calm and prepared. They can explain complex topics simply, answer questions directly and stay focused on what the audience needs to understand. The best spokespeople sound human, informed and trustworthy rather than scripted.

What are common media interview mistakes?

Common media interview mistakes include overexplaining, using too much jargon, speculating, repeating negative language, speaking off the record incorrectly, sounding defensive or failing to answer the actual question. Media training helps spokespeople avoid these mistakes while still sounding natural and credible.

Can media training help with public speaking or panels, too?

Yes. While media interviews are a specific format, many of the same principles apply to panels, fireside chats and founder keynotes. Media training builds the foundation — message control, vocal presence, audience awareness — that translates across nearly every public setting. Our team also offers specialized oratory coaching. Contact us to learn more.