Choosing the Right Media Coach

In today’s 24/7 news cycle, media training for executives is no longer optional — it’s a necessity. But finding the right media coach for your organization’s executive leadership can be challenging. There is no shortage of trainers, each with different methods, personalities, and levels of experience. The key is finding someone who fits your executives’ style, your organization’s culture, and your current media realities.

Over the years, I have worked with media trainers in the U.S., Europe, and beyond, from quick-fire, camera-facing sessions to deep-dive crisis simulations and theory-based coaching. What I have learned is the most effective coaches do not just know media; they understand leaders. They have years of experience with senior executives, know how to earn their respect, and can adapt their style to the personality and needs of the leader in front of them.

Here’s what to look for:

Reputation in the Field. Ask trusted peers for recommendations. Word-of-mouth is still the best way to find a credible coach. Has a colleague worked with them? Do you know an executive who has been trained by them and still uses what they learned?

Cultural Fit. If your executives operate globally, find a coach who understands the nuances of different markets. Media tone and style can vary widely between, say, London, New York, and Singapore. A coach who “speaks the culture” will prepare your leader more effectively.

Compatibility. Your executives must respect the trainer for the process to work. Consider the personalities your leaders respond well to and test the chemistry in advance through a virtual or in-person meeting.

Alignment with Media Needs. Match the trainer’s expertise to your priorities. If crisis communications are a constant concern, look for someone who thrives in high-pressure simulations. If your goal is building thought leadership, find a coach who focuses on messaging, storytelling, and presence.

A Partnership Approach. The best results happen when you, as the communications lead, partner closely with the media coach. Collaborate on session objectives, tailor scenarios to your organization’s challenges, and ensure training reflects the realities your executives will face.

A great media coach does more than polish talking points, they equip your executives to lead with confidence in front of any audience, under any conditions. Choose wisely, and you will be investing in both your executives’ credibility and your organization’s reputation.