Media Blog – FRMediaTrain

Musings from the Conductors Quarters – What some get right, what others get VERY wrong when speaking with the media! A media blog with lessons that can help you improve.



The Interview Walk Off! Never a Good Look

May 8th, 2017  – JF

In our media training sessions we’re often asked, “If I don’t like the way an interview is going, is it ok to walk away?” The answer, 10 out of 10 times the “walk off” will become the story, making it seem, among other things, like you’re hiding something!

In the example here, Rep. Rod Blum, from Iowa sat down with a local reporter before a town hall meeting on the vote to replace Obamacare, he didn’t stay long. We’ll add that the congressman was right!  The reporter seemed to have an agenda. What the congressman failed to prepare for – was delivering on his *own* agenda – with skillfully crafted messaging.  That’s why it’s called media “relations”. We can cite numerous examples of an interviewees walking out on us during our reporting careers and bet nary a one would say after-the-fact, it was better to walk out than “face the music”.  It gives such bad, brand damaging optics. Especially with dozens of kids gathered around!


Know going in, you won’t ever be able to predict all the questions you’ll get, which is why it’s imperative to have prepared key messages – goals in mind – to successfully navigate an interview that turns confrontational.

We can teach you how to do that, so you’ll never have to entertain the Rod Blum “Walk Off” ! For more info and a free consultation click that way—>

Conflicting Messages Lead to No Comment!

 April 28th, 2017 – CF

An unfortunate double whammy here! Attorney General Jeff Sessions made the morning show rounds recently to discuss among other things, the investigation into former NSA head Mike Flynn’s alleged ties to the Russia. Sessions was behind the 8-ball due to Presidents Trump’s tweets and comments that the story is “fake news” while the administration’s own Justice Department is investigating the issue.

The mixed messages are compounded by Sessions refusal to offer comment. By passing the buck he seems defensive and uncertain, he even chastises Savannah Guthrie for asking.


Sessions could have been more diplomatic, “ that’s not for me to decide – or- my personal opinion is irrelevant, the investigation is ongoing and that result will ultimately determine whether or not it was warranted. Since I’ve recused myself, I’m not able to say more than that ”.

That revised answer is basically saying “no comment” without actually saying it, which is a good rule to live by if your can’t or don’t want to address a sticky subject. I wonder, had Guthrie asked just one more time, how uncomfortable might it have been?

The “Hindenburg” of Airline PR Disasters!

April 11th, 2017  – CF/JF

There’s little debate, we have a runaway winner for the title of Greatest Corporate PR Disaster of 2017! In a year full of them, Uber, Wells Fargo, Pepsi, Volkswagen – as bungled as they all were – they all take a back (row) seat to United Airlines. Our Media Blog would be incomplete without it! Social media and news outlets everywhere lit up with outrage and brand damaging chatter when video of a passenger being dragged off a plane by police went viral. The clip here from CNN briefly sums up what happened —-> 

After that video surfaced the internet jumped on what one crisis consultant called the “Hindenburg of airline customer service episodes”. It got exponentially worse as United committed one communication gaffe after another. Here are just a FEW of the self-inflicted wounds caused by their poor media/PR decisions   

A lack of empathy – even if your brand isn’t at fault, apologize or at least show empathy or frustration for the bad customer experience. United did neither on any of its channels to mitigate the crisis by displaying just an ounce of caring! Twitter would have been a good place to start- that’s where the customer outrage went viral! 

Played the victim blame game – In their first failed attempt at crisis control United released a statement meekly apologizing to passengers for having to “Re-Accommodate” some of them.  The internet went berserk! As in  ” #UnitedAirlines, We put the hospital in hospitality! “




They Doubled Down – Then a day later, in an attempt to assuage employees, United CEO Oscar Munoz sent an in-house letter (which was leaked quickly) calling the man who was dragged off the plane “belligerent” and “disruptive” in an attempt to actually justify their actions. Not only did they double down by blaming the customer, even if it is someone else’s fault – pointing the finger is never a good look. The internet crushed United again! The PR damage done to the brand will stick around for some time over a mere $800 (or what could have been slightly more) voucher. How much is your brand’s reputation worth?

No customer focus, no action taken – never make it about yourself (remember the BP CEO after the spill in the Gulf of Mexico who wanted “his life back”?) The first 24 hours of any crisis are the most critical for any brand and the most important steps and tactics are your first words or tweets.  Take responsibility, own it, apologize and provide information on your actions going forward to prevent such an incident from occurring again. You can even invite the public to hold you to those promises. 

United, on their third try, three days later, finally got it right. When you are in a hole, STOP DIGGING! 



In a crisis situation, we say it’s best follow your values, not your instincts – that approach will help you navigate your brand out of turbulent skies! It also pays to have professional help (*** Shameless plug, thanks United! ***) we’ve seen this kind of PR nightmare happen too many times, why wait until disaster unexpectedly strikes?

Let FRMediaTrain help, we GUARANTEE you’ll be more prepared than the “Friendly Skies” were

For more on this debacle and mishaps involving Facebook and General Motors visit our Twitter and Facebook pages



A Shark Says… Um..!

March 26th, 2017  – CF

Mark Cuban, billionaire owner of the Dallas Mavericks and star of the hit reality show “Shark Tank” is widely thought of as a very opinionated, personable, well spoken guy. Even NBA referee’s don’t mind his jawing, most of the time!

Which is why it surprised us when we saw this recent clip on CNN. In his first answer to Jake Tapper which lasted about :45 seconds Cuban uttered the dreaded “umm” SEVEN times! Maddeningly distracting – the “crutch” overshadowed his message, which was a critique of President Trump. 

Cuban was clearly there to talk politics and he obviously has an opinion but it’s also clear he did not prepare well to deliver that critique. Even if you THINK you know your material cold it always pays to develop talking points beforehand. 

In just one session, FRMediaTrain can show you the tactics we use to make sure “Umm” doesn’t show up in your answers.  

Be Very Aware!

March 16th, 2017  – JF

When you are representing a brand, any brand, whether it’s a company or even a political figure like President Trump, you have to be prepared and you have to be on-point, one glance at the examples in this media blog will prove that. 

Press Secretary Spicer uttered the phrase “I am not aware” 11 times in 80 seconds. Not only that, but he then attempted to connect two phrases, “I’m not aware” and “ I don’t have reason to believe” as being synonyms! Are they? Not knowing and not believing are two separate things, but more importantly it goes to show that in any meeting with the press, you always want to be prepared with simple, concise and absolute messaging.  A reporter asking you to “speculate” is one of 6 types of questions a reporter is likely to ask. (see below) 

FRMediaTrain is prepared to arm you with powerful and practical tips that you can utilize to protect and promote your brand in any situation. Be Aware!


V.P. Mike Pence Stays on Message!

March 5th, 2017 – CF

Boy, does he ever! With conviction like this there was no way we could keep this off our Media Blog. The Vice President made the rounds of the morning talk shows to promote President Trump’s first major address to Congress. He made 5 appearances that morning and it mattered not what questions he was asked! The Washington Post edited and posted this video and added their own graphics to make the point.

Our point is – Pence did his job. No matter what network the audience may have watched that morning, they received the message the White House wanted to send. Though we could have done without the “broad shoulders” description of the President!


The six Reporter questions you’re likely to be asked!

March 4th, 2017 – JF

At FRMediaTrain we’ve spent more than 40 years as reporters, firing questions at all types of people- athletes, politicians, criminals, public servants, lawyers and regular folks on the street. We know WHAT TO ASK to get the answers we want from our unsuspecting and sometimes uncooperative, interviewees.

But that technique really just boils down to SIX questions we’re likely to ask:


To learn exactly how to identify and deal with these questions (without using a “No Comment”) in a way that wont seem defensive or rude – Click Below!

Win The Interview!

March 2nd, 2017  – CF

Former Starbucks CEO Howard Schultz is not my favorite corporate boss, after all he sold out the Seattle Supersonics! However, personal feelings aside, in terms of media relations Schultz knows what he’s doing.

He wins this interview by showing emotion and comes across as honest and relaxed as a CEO can when talking about layoffs and store closings. He listens intently and gives candid answers with personal examples. Instead of citing facts and figures to justify the layoffs he TELLS A STORY! He talks about the “people not the stores” which engenders sympathy. The location also sends the same message, they’re in a Starbucks, not some lifeless boardroom or in front of some generic studio backdrop. 

Clearly, someone is coaching the possible Presidential candidate up!

Wish it were us, but alas, we’ll help YOU do the same just click the link.