Media training

Media and message training helps to achieve an authentic and convincing communication that increases the chances of conveying points and promoting communication goals. It helps your business and your ability to lead. Professional businesses that intentionally or inevitably participate in the modern, changing media landscape will discover that it places demands on communication. On communication management and especially on the profiles that must lead the way. The purpose of controlled media management is to ensure that your messages are crystal clear, that you can answer difficult questions, and appear trustworthy and credible.

Substantia has many years of experience in media and message training and knows what it takes to deliver sharp messages. We have worked with, for and in collaboration with several leading Danish and international media and understand the levels of expectations when one needs to be accountable. We help large and small companies, train individuals and teams, and work with external and internal solutions and communication. We can do this because we have tried it ourselves. At Substantia, we have been hosts on TV, regularly appear in the media, have senior advisors who have worked with investigative journalism and critical interviews for years, have been editors of several Danish media outlets, and have journalists who have conducted hundreds of personal interviews themselves.

Greater impact with media training


Substantia trains and improves the top executive’s media skills so that you appear professional, credible, and confident in your presentation. It requires preparation and control over everything from language to tone of voice, and it is crucial to know how to engage your audience. When you complete media training, the goal is that you can:

  • Maintain composure and calm during an interview
  • Deliver your messages – even when you have limited time available
  • Present yourself as the best version of yourself – even on the screen
  • Feel confident when meeting with journalists or audiences

Who needs media training?


Media and message training are relevant for individuals and companies who need to communicate messages clearly and broadly in large organizations, such as large assembly meetings, video updates sent to hundreds of employees in different roles, individuals who need to be spokespersons and be accountable for messages and master techniques like “bridging” and key message framing, and finally for top executives and leaders who need to upgrade their personal impact.

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How we work with media training

During media training, we typically work with the following elements, tailored to meet specific needs and situations:

  • Knowledge and tools
    We provide a foundation of both theoretical knowledge and practical tools to prepare you for a credible and confident performance.
  • Message training
    We work on formulating and communicating your key messages so that you can deliver them succinctly, precisely, and in an easily understandable manner.
  • Learning by doing
    We use realistic scenarios with lifelike topics and media. You will be exposed to different types of interviews and interviewers, ensuring you are well-prepared for any interview, whether it is for TV, radio, print, or a press conference.
  • Camera training
    We continuously record your performance, allowing us to optimize your appearance and compare and evaluate your various performances. The training will also make you more comfortable and relaxed in front of the camera.
  • Body language
    Your body language also tells a story. We work on body awareness, body language, voice projection, and personal impact. We use cameras so that you can see for yourself what makes a difference.
  • Q&A
    We work on the different types of questions you may face from journalists/receivers and the ones you should be prepared for.
  • Media handling
    How do the media work? What are their needs? Do they have an agenda? What do they want from you? What mistakes are easy to make? What can you allow yourself? You will learn how to work constructively with the media and set boundaries. Media training also covers the dialogue with the journalist before and after the interview.
  • Personal advice
    You will receive an individual assessment and a copy of the relevant video recordings from the day, as well as general advice on how to handle the media and specific advice tailored to your personal development areas