Why Media Training Matters More Than Ever
There’s something undeniably special about seeing your name—or your organization's—featured in a headline. It’s more than just exposure, it’s validation. No matter how many new communications tools come into our world, print journalism has credibility that we feel proud about. Why? Because earned media carries weight. It signals credibility, trust and a third-party endorsement that can’t be bought.
But here’s the thing: while landing coverage is exciting, it’s not always easy. Newsrooms are shrinking and reporters are being laid off at an alarming rate. Those who keep their jobs are being asked to do more with less: cover multiple beats, juggle deadlines and produce content faster than ever, making it tough to stand out in an already-crowded conversation.
That’s why PointNorth has created a new media training program. An interactive session that helps organizations and individuals build confidence in their earned media potential.
It’s more important than ever to understand how the media industry operates, how to craft a compelling story and how to build relationships that lead to positive coverage. But we also know media attention isn’t always glowing. There are times when organizations face tough questions or critical coverage, and that’s when having the tools to navigate interviews confidently to protect your reputation is absolutely essential.
Why media training (and why now)?
In today’s crowded, fast-moving media landscape, your message has to cut through the noise. And while social media and paid campaigns play a role, earned media is still an important tool in your communications toolkit.
Here’s why:
Credibility: Unlike advertising or social posts, earned media carries weight. It’s one of the least biased ways to share your story and build trust.
Reach: Social media’s algorithm often creates an echo chamber of like-minded information. Media coverage opens the door to new audiences who might not have found you otherwise.
Competitive edge: The market’s noisy, and attention is limited. Strong media relationships and messaging can elevate you above the competition.
What you'll learn
Our training sessions aren’t about theory — they’re about action. Whether you’re representing your company, advocating for a cause or preparing for high-profile interviews, we’ll equip you with practical, real-world skills to make you feel confident in any situation, including:
How to understand what makes a story newsworthy (and how to pitch it)
How to capture a journalist’s attention and frame your narrative
How to stay on message and deliver memorable soundbites
How to gracefully handle tough questions and avoid common interview mistakes
And more!
If you’ve ever felt like you weren’t fully in control during an interview — or wished you could be more strategic with your media opportunities — this training is for you.