Whether it’s an interview in a daily newspaper, a live radio discussion, or a TV appearance—any company that maintains a public profile must do more than just demonstrate expertise. It’s crucial to break down complex topics into understandable terms, convey messages clearly, and respond confidently to critical or unexpected questions.

This is exactly where professional media training comes in. At comm:unications, we don’t view media training as isolated preparation for the next interview, but rather as part of a long-term, strategic communications strategy. As a communications partner, we know our clients, their topics, target audiences, and challenges. Based on this, we work together to develop clear core messages and consistent messaging that work effectively in both ongoing media relations and personal appearances.

We spoke with Kathrin Ditz, an award-winning media trainer and long-time partner of comm:unications, about what really matters in practice. In this interview, she explains why expertise alone does not make for a good media appearance and what professional preparation can achieve.

Why is technical expertise alone often not enough to be convincing in media interviews?

Because technical knowledge can also be a stumbling block. Experts often feel the need to convey as much information as possible. An interview, however, is about strategically selecting which messages to convey. And narrowing it down to just a few targeted points is particularly painful for experts.

What challenges do you encounter most frequently with executives and experts?

The courage to use simple language. Talking about their own subject in the same way as people who lack specialized knowledge. After all, they aren’t giving the interview to journalists but to readers and viewers. And they reach those audiences with simple language, short sentences, and concrete examples. That often takes some effort.

What role does preparation play in a successful media appearance?

Proper preparation prevents poor performance. Preparation is the key to success. Only those who define a goal in terms of content can actively steer an interview. Only those who master rhetorical and body language tools can make an impact with their personality.

Where does self-preparation alone reach its limits?

What’s missing is external feedback. In a video training session, I can see and hear where I can improve. That’s why experienced and tactful trainers are irreplaceable. Anyone who wants to succeed in the media arena practices with a professional sparring partner.

Why is the combination of PR consulting and media training particularly effective?

Because they complement each other perfectly. It’s a brilliant combination of strategically prepared content from the PR consulting side and practical tips and tricks from media training. Content and behavior form a unified whole—both in the interview and during preparation.

How important is media training in the age of social media, podcasts, and LinkedIn?

Media training is becoming increasingly important for two reasons. First, virtually every executive now has an online presence, whether on LinkedIn or through podcasts. Second, the online audience is vast. Everyone is in the spotlight in front of a large audience.

Is there one piece of advice you give to nearly all participants?

Only give interviews if you’re prepared. And when you’re prepared, look forward to the interview. It’s a great opportunity to share your message with a wide audience.

Would you like to prepare yourself and your team specifically for media appearances? Contact us—together, we’ll develop a media training program tailored to your topics, goals, and challenges.