Why media coaching is a MUST before any interview

As someone with a background in public relations and broadcasting, I've done media training for many high-level executives. Conducting an interview is not something someone should take lightly and it should not be assumed that you can just be yourself and it will all be alright. This is magnified ten-fold when the interview is captured on video.

Below is a stellar example of a person who was not adequately prepared to speak with the media. Her eye rolls, laughter, and facial expressions did nothing but discredit her and embarrass her employer. It's shocking that a company as well-known as Gawker, a media outlet itself, would not coach its editor to provide a more competent interview. Especially considering the controversial topic: stalking.

In this day and age where cutbacks are affecting businesses large and small, this is an important reminder that having a full-time, professional PR/communications person on the staff is crucial. When this interview took place, that role had been vacant at Gawker for four months.