I hear that question, often from those within the PR community. In fact, I have now given up telling people I specialize in communications training . Instead, I let them know it's my job to keep people out of trouble in the newspapers. That is a good working definition, for media training is at its peak effectiveness before misfortune arrives.
Training is mandatory when crisis strikes.
But I'll take preventive medicine over a painful and expensive cure any day. Media training prepares you to win when you deal with reporters. There are two common elements to each session. The first spotlights message development. It is important that clients develop a clear message.