How to Prepare and Train Executives for Media Interviews

PRSA-NCC presents:

"How to Prepare and Train Executives for Media Interviews"

For any communications professional who has secured a top tier media interview for their client or senior executive, getting them ready can be one of the most unpleasant tasks. While most clients and executives understand that media training is important, it often proves difficult getting its budget approved and then getting executives to agree to a media training session.

In this workshop, attendees will hear about strategies to get reluctant CFOs to sign off on a media training budget and convince your executives to commit to regular media training. Attendees will also hear what exercises belong in an effective media training workshop and best practices for assembling an interview briefing document. Additionally, attendees will tour Subject Matter’s broadcast studio and hear 101 tips for getting executives camera-ready.


• How to get your CFO to approve a media training budget
• How to get your executives and clients to submit to media training
• How to get your CEO camera ready
• What executives and clients need to know about on-camera presentation
• What executives and clients need to know about controlling the message during a media interview
• Strategies and tips for coaching executives and clients to stay on message
• How to run a mock interview practice session
• What should go into a briefing documents
• How to coach executives and clients with different personalities (i.e. chatty Cathy, too much confidence, very timid/introvert)


1201 New York Avenue NW, Suite 900
Washington, D.C. 20005
Metro Stop: McPherson Square


PRSA-NCC or WWPR Members - $75
PRSA Members - $100
Non-Members - $125
$10 additional at the door

APR’s Take Note! This event provides 1 credit toward your APR maintenance continuing education requirements.


9:00 a.m. to 9:30 a.m.
Session 1: Making the case for media trainings
You know media training is important. But how do you get buy in from your CFO on the investment? And once you have it, how do you convince executives that they’ll benefit from a media training? Subject Matter’s team of media training experts will provide insights on how communications professionals can make the case for media training within their organization or with their clients.

9:30 a.m. to 11:00 a.m.
Session 2: Media Training 101
Learn the core components of an effective media training workshop as well as tips for coaching executives to stay on message and preparing for various interview scenarios. This session will also provide guidance on how best to media train executives and clients with different personalities – from the most camera-shy client to the executive who knows it all already.

11:00 a.m. to 11:30 a.m.
Session 3: Studio Tour
Walk through Subject Matter’s broadcast studio to learn how using a studio or other real-life production set up can help with preparing executives for media appearances.

About the Instructors

Audrey Chang
Senior Vice President, Strategic Communications at Subject Matter

Audrey Chang has more than two decades of experience in corporate communications, public affairs and issues management. She promotes client priorities through the full range of traditional and new media, and translates complex subject matter in consumer technology, life sciences and social policy, into stories that resonate and persuade. Audrey was most recently a Managing Director at The Harbour Group and previously worked at Burson-Marsteller and Ogilvy Public Relations. She has represented a variety of companies ranging from Fortune 10 companies to startups, as well as major industry associations, coalitions and nationally-known nonprofits. Additionally, she has managed a number of Corporate Social Responsibility initiatives, with an eye toward highlighting corporate leadership and driving community engagement, particularly in the greater DC area. Audrey has a M.A. from American University and a B.A. from the University of Pennsylvania where she serves on the Trustees’ Council of Penn Women.

Joy Burks
Vice President, Media

Joy leads Subject Matter's team of media specialists, overseeing the strategic development and tactical execution of media outreach initiatives. In more than a decade of work at the firm, she has built a deep understanding of what's required for successful media campaigns, from framing strategy to overseeing logistical details. Joy established Subject Matter's in-house broadcast production studio and has managed a range of productions and media trainings. Joy holds a Bachelor of Arts from The George Washington University's School of Media and Public Affairs.


Nov 01 2019


8:30 am - 11:00 am


$75 - $125

More Info

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Regional Event


Subject Matter
1201 New York Avenue NW, Suite 900 Washington, D.C. 20005


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