By Anastasiya Golovatenko, PR Director, at Sherpa Communications

If you work in communications, marketing, or leadership support, you’ll recognise the moment immediately. A media request comes in, the CEO agrees to the interview, and suddenly there’s a quiet hope across the team that the conversation will go smoothly and land exactly as intended.

Sometimes it does. Other times, a key message gets lost, a comment is taken out of context, or a perfectly good opportunity to position the company as a thought leader passes by without much impact.

Media interviews aren’t everyday conversations. They’re high-stakes moments where a single sentence can travel far beyond its original audience and sometimes far beyond its original intent. That’s exactly why media training isn’t about polishing egos or memorising scripts. It’s about protecting reputation, sharpening influence, and making sure your story lands the way you intended.

Sharpening your message (without sounding rehearsed)

Most leaders know their business inside out. The challenge is rarely expertise. It’s translating that depth of knowledge into messages that make sense in a fast-moving media environment. Interviews move quickly, questions aren’t always predictable, and there’s limited space to explain nuance. Media training helps leaders refine how they communicate, ensuring that what they want to say actually comes through, without sounding rehearsed or defensive.

For communications teams, this changes everything. When a leader is well prepared, interviews become strategic opportunities rather than stress points. The story is clearer, the messaging is tighter, and the outcome is far more aligned with the brand’s broader narrative.

Preventing costly missteps before they become headlines

The real value of media training often lies in what doesn’t happen. Most reputational issues don’t stem from bad intentions; they come from moments of pressure, ambiguity, or lack of preparation. In a digital-first world, a single quote can travel far, stripped of context and amplified in ways no one anticipated.

Media training equips leaders to navigate these situations with calm and control. It helps them understand how wording, tone, and delivery shape perception, and how to handle difficult or sensitive questions without creating unnecessary risk. For the teams supporting them, this means fewer sleepless nights and far less damage control.

Beyond risk management, media training plays a crucial role in building genuine thought leadership. Not every media appearance automatically adds credibility. Leaders who are unprepared often sound reactive or overly cautious, missing the chance to contribute meaningful insight to industry conversations.

Well-trained leaders, on the other hand, are able to add perspective rather than noise. They know how to connect their experience to broader trends, position the organisation within the right context, and build credibility over time. In the UAE and across the wider Middle East, where trust and personal reputation carry significant weight, this kind of visibility can directly influence how an organisation is perceived by partners, investors, and customers.

Building thought leadership, not just media presence

Too often, media training is only considered when something goes wrong. In reality, it works best as part of leadership development, alongside presentation skills and stakeholder communication. It enables leaders to show up prepared, aligned, and confident, whether they’re speaking to a journalist, participating in a panel, or responding to unexpected scrutiny.

When leaders communicate well, the impact extends far beyond the interview itself. Teams feel more confident, messaging becomes more consistent, and the brand shows up with clarity and authority.

That’s not just good communication. It’s good business.