Time to Rethink Media Training
There are times when the velocity of social, cultural, and technological change is so fast that it requires entirely new approaches to the way we communicate. We are in one of those times right now. Audiences today are smarter than ever before, with a finely tuned radar for anything that feels staged or superficial. They are shaped by a media environment defined by podcast culture, real-time commentary, and a preference for candid, unscripted dialogue. Influencer-driven platforms have shifted trust away from institutions and toward individuals. Even the highest-profile political leaders now speak in ways that are less polished, more reactive, and often more emotionally resonant. This reflects a broader shift toward perceived relatability over rehearsed messaging.
Over the last 20 years, practitioners in communications have worked to “train” executives and other leaders in the art of handling the media and speaking to various stakeholder audiences.
“But in today’s landscape, it’s time to rethink that approach. Relying solely on outdated media training techniques in 2025 risks missing the mark with audiences whose expectations have fundamentally changed.”
Please note that many of the guidelines used in traditional media preparation are still useful. Tools and techniques such as having a plan, formulating a 3-message foundation, flagging and bridging, the use of personal stories and staying positive are all as necessary today as ever before.
However, to pivot to the reality of the new communications landscape, we need to first stop calling it “media training.” The definition of to “train” is to teach a type of behavior through practice and instruction over a period of time. The result? We’re producing overly rehearsed spokespeople who may avoid mistakes, but end up sounding robotic and disconnected, like an automaton. In trying so hard not to say the wrong thing, they forget how to sound like a real person.
We need to stop trying to “position” executives in the marketplace and instead coach them on the skills needed to truly deliver authentic and impactful messages.
The old formulas–rooted in control and polished perfection—no longer resonate with modern audiences who desire connectivity, authenticity, and relatability when scrolling. Executive voices that are humanistic and aligned with the cultural conversations shaping today’s world will win the day. Most of all, we need to help business and organizational executives tap into the power of verbal agility.
Out with the Old and In with the New: Tips for Keeping Executives Relevant
The traditional executive positioning playbooks serve a solid purpose, but there’s a reason to evolve. Here are three modern rules to help you redefine your media preparation or executive positioning strategy:
- Old Rule #1: Don’t be Flexible with Messaging – Traditionally, communicators have encouraged executives to mirror approved messaging when sharing insights or content on social media or in an interview, which often comes off as over-scripted.
New Rule #1: Be Agile – Communicators can’t prepare for every scenario, but in today’s fast-paced environment, executive leaders must communicate their key messages in their own words and be ready to speak on other issues of relevance. This approach allows leaders to bring their personal voice to the conversation without sounding robotic.
- Old Rule #2: Don’t Admit Defeat – Executives are often taught that they must appear infallible and rarely admit failure. We also tend to train leaders to appear strong, as if they are titans of industry.
New Rule #2: Take Ownership for Failures and Wins – Embracing honesty and transparency about both successes and setbacks is key to building trust and authentic connection with audiences. It is ok to be vulnerable, even in an interview. It demonstrates that you have the self-confidence to put yourself out there. It tells people that you have your own compass, and you know where you are going. If you can’t or won’t do this, then don’t go on Joe Rogan.
- Old Rule #3: Keep It Strictly Professional and Be a “Business Leader” – Leaders are often told to steer clear of talking about themselves and their personal interests and should focus solely on their company and work instead.
New Rule #3: Be Who You Are – Executives should embrace bringing personal stories or interests into their messaging to help them maintain an authentic voice and relate to audiences. Tell a story. Talk about your passion. Show (some) emotion. Poke fun at yourself.
The Adfero POV
To support business and organizational leaders, communicators must move beyond the traditional executive playbook by embracing agility and leading with authenticity. Our job isn’t to script leaders into safety; it’s to help them build trust and connect with clarity, confidence, and genuine presence. The leaders who win today won’t be the most rehearsed, they’ll be the most real.
