Top 8 Takeaways from May’s Media Training Strategies Panel
Posted on Jun. 2, 2026 / Subscribe 0
In May 2026, PRSA Cincinnati brought together experienced reporters, agency leaders, and veteran trainers to share practical advice for preparing spokespeople and shaping media coverage.
Thanks to our panelists Evan Millward, communications consultant and longtime TV news anchor; Regina Carswell Russo, founder and CEO of RRight Now Communications and Lauren Vogel, APR, VP of client services at Scooter Media; and moderator Cincinnati PRSA’s president elect, David Honchul, APR, Fellow PRSA.
Here are the eight most actionable takeaways communications pros should use right away.
Control the message
Interviewees can and should steer the narrative. Reporters ask questions; spokespeople control the message.
Quick tip: Define 2–3 core messages and create short bridges to bring any answer back to them.
Always start with audience and purpose
Tailor clarity and tone to the outlet and its audience — a local TV spot needs a high-level 30-second framing; a trade publication wants technical depth.
Quick tip: For each interview, write an audience brief: who they are, what matters to them, and one phrase that will resonate.
Put the right person forward
Credibility matters. The best interview results come when the subject expert or the person most connected to the story speaks.
Quick tip: Before booking, ask: “Who has firsthand knowledge or passion for this topic?” Make that person the priority.
Make journalists’ jobs easy
Supplying concise talking points, background, photos/video for B-roll, and logistics increases the chance your message runs as intended.
Quick tip: Build a one-page media pack template (key messages, 3 facts, 1 quote, B-roll link, logistics) to send ahead of every interview.
Build the muscle
Media skills are practiced, not innate. Mock interviews and recorded playbacks reveal delivery quirks and build confidence.
Quick tip: Schedule brief quarterly mock interviews for spokespeople and always record them; give two strengths and two improvements afterward.
Use silence strategically
Pauses are powerful. It’s acceptable to say, “I don’t have that information right now” and pivot back to core messages rather than rambling.
Quick tip: Train spokespeople to pause for 2–3 seconds after a difficult question, then answer thoughtfully or offer a follow-up commitment.
Adapt for micro-content and influencers
Short-form social content demands even tighter, more human soundbites. Influencer or event grab interviews require quick vetting and brand alignment.
Quick tip: Halve your TV soundbite length for reels or TikTok.
Invest in relationships, not transactions
Ongoing rapport with reporters and creators yields better outcomes and repeat opportunities. Small, authentic gestures matter.
Quick tip: Pick three priority media contacts and send one personalized, useful note or resource each month (no asks — just value).
Media readiness is both preparation and relationship work. Use these eight takeaways to tighten your process, protect your spokespeople, and turn media moments into strategic wins.
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PRSA Cincinnati holds informative events for local communications professionals, and we'd love to have you at our next event! Check out our Events page for upcoming events.
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