Media training is essential for executives, spokespersons, and public figures, equipping them with the skills to communicate effectively and stay on message during interviews. A well-prepared interviewee can confidently handle journalist questions, ensuring their key messages resonate with the intended audience.
With 75% of PR professionals now using AI tools like ChatGPT for media relations (Axios), AI is also increasingly being used to prepare media training sessions. Below is a selection of ways ChatGPT can enhance media training – though this is by no means an exhaustive list.
1. Identifying Trending Topics in the Industry
Journalists often focus on emerging trends and newsworthy developments in a given industry. Spokespersons who understand these topics can better anticipate and prepare for relevant questions.
How ChatGPT Helps
ChatGPT can scan industry news and summarize the most discussed topics, allowing trainers to tailor interview prep accordingly.
Example Prompt
“What are the top trending topics in {industry} that journalists are covering? How do they relate to {product/service}?”
2. Generating Mock Interview Questions (Part 1)
A key component of media training is practicing responses to likely journalist questions.
How ChatGPT Helps
It can generate detailed interview questions that reflect different media perspectives – consumer, business, and trade.
Example Prompt
“Generate a list of questions a journalist from {consumer/business/trade} media might ask about {product/service}.”
3. Adding Challenging Obstacles in Mock Interviews (Part 2)
Strong media training prepares interviewees not just for standard questions but also for difficult moments that could lead to mistakes.
How ChatGPT Helps
It can introduce obstacles into mock interviews, such as loaded questions, unexpected interruptions, and double-barreled questions.
Example Prompt
“Obstacles are typically loaded questions, unexpected interruptions, and double-barreled questions. Now incorporate these obstacles into the flow of the interview about {topic/product}.”
4. Fine-Tuning Key Messages and Finding Proof Points
Media training is often also a messaging workshop, where trainers help interviewees refine their responses for clarity, impact, and credibility. A well-structured answer should not only sound polished but also include supporting data or examples.
How ChatGPT Helps
It can refine key messages for clarity and persuasion, identify proof points to support claims, and adjust messaging for different media audiences, ensuring clarity without oversimplification.
Example Prompt
“Here is a key message: {insert key message}. How can this be made more persuasive and backed by credible proof points?”
5. Analyzing Interviews Gone Awry
A powerful way to reinforce media training is by examining past interviews that went off track. These real-world examples can illustrate the key lessons trainers are working to instill.
How ChatGPT Helps
It can surface relevant industry examples of interviews that received negative feedback and highlight what went wrong.
Example Prompt
“Find examples of media interviews in {industry} that received criticism. What aspects of the interview led to negative reactions?”
By analyzing these cases, interviewees can see how small missteps lead to big issues, reinforcing the importance of preparation and message discipline.
Conclusion
With AI now a core tool in PR, ChatGPT can enhance media training by identifying industry trends, generating mock interview questions, simulating challenging scenarios, fine-tuning messaging, and analyzing past interview missteps. While AI can’t replace human coaching—and factual checks will always be necessary to counter “hallucinations”—the technology can play a valuable role in preparation, making training more efficient and effective.
Jo Detavernier, SCMP, APR, is the founder and principal of Detavernier Strategic Communication, an Austin, TX-based boutique B2B PR agency.
Ready to become a more confident and effective media spokesperson? Learn more about Mastering Media Interviews: Essential Skills for Effective Spokespeople, a high-impact workshop led by trainer Jo Detavernier SCMP, APR. In just two hours, you’ll gain proven techniques to navigate interviews with clarity, confidence, and control, whether you’re on camera, behind a mic, or quoted in print.
