Five Media Training Myths That Are Holding Leaders Back

I have trained hundreds of executives for media appearances, and I have seen the same misconceptions come up again and again. These myths don't just lead to poor preparation — they actively undermine performance in the moments that matter most.

Here are the five most common media training myths, and what to do instead.

Myth 1: "I Just Need to Answer the Questions"

The biggest mistake executives make in media interviews is thinking their job is to answer questions. It is not. Your job is to communicate your message — and the questions are simply the vehicle.

Every interview is an opportunity to advance a narrative. Know your three key messages before you walk in, and find ways to bridge to them regardless of what you are asked.

Myth 2: "I Should Avoid Saying Anything Controversial"

Playing it safe sounds like a strategy, but it is actually a trap. Vague, hedged, corporate-speak answers make you forgettable at best and evasive at worst. Journalists are trained to push past non-answers.

The leaders who perform best in media are the ones who are willing to take a clear position, speak in plain language, and say something worth quoting.

Myth 3: "Off the Record Means Off the Record"

It does not. Not always. The safest rule is to never say anything to a journalist that you would not want to see in print. This is not cynicism — it is professionalism.

Myth 4: "I Can Wing It"

Confidence is not the same as preparation. The executives who appear most natural and spontaneous in interviews are almost always the ones who have prepared most thoroughly. They know their messages cold. They have practiced their answers. They have anticipated the hard questions.

Preparation is what makes spontaneity possible.

Myth 5: "Media Training Is Only for Crisis Situations"

Media training is for any leader who communicates publicly — which, in today's environment, is virtually every senior executive. Earnings calls, product launches, thought leadership interviews, social media — every public communication moment benefits from the same strategic discipline.

Don't wait for a crisis to invest in your communications capabilities. Build them now, when the stakes are lower and the learning can happen without consequence.