Our Expertise
Media Training
A strong message is only as effective as the spokesperson delivering it.
In the Philippines, where media moves fast, and public scrutiny is high, how your leaders handle interviews, press conferences, and tough questions directly shapes your brand's credibility.
As a media training agency in the Philippines, we prepare C-suite executives, brand representatives, and communications teams to face the press with clarity and confidence. Our sessions are hands-on, tailored to your industry, and built around real scenarios your spokespeople will actually encounter.
Why Media Training Matters
Most executives are experts in their field, but not in dealing with journalists. Without preparation, even seasoned leaders stumble on hostile questions, go off-message, or say things they regret. In a market with 76 million people online and news cycles that move in hours, those mistakes get amplified fast.
Media training closes that gap. It gives your spokespeople the tools to stay composed under pressure, bridge back to key messages, and turn media opportunities into reputation wins rather than risks.
What Our Training Covers
Message Development: We work with you to distil complex ideas into clear, quotable soundbites that journalists can actually use. This aligns with your broader corporate communications strategy, so messaging stays consistent across all channels.
Interview Techniques: How to answer difficult questions without getting defensive. How to bridge back to your key points. How to handle ambush questions or hostile angles. We cover print, broadcast, and podcast formats.
On-Camera Coaching: Body language, eye contact, vocal tone, and pacing all affect how your message lands on TV or video. We provide practical coaching and recorded practice sessions so you can see yourself and improve.
Crisis Simulation: For executives who may speak directly to the media during sensitive situations, we run realistic mock press conferences and ambush scenarios. This connects directly to our crisis communications work, ensuring your team stays prepared.
Confidential Feedback: Every participant receives individual feedback and video recordings to refine their skills privately.
The Mutant Approach
Former Journalists Leading Sessions: Our trainers include ex-journalists and editors who've sat on the other side of the interview. They know what reporters are looking for, how to spot a story angle, and where spokespeople typically slip up.
Scenario-Based, Not Theoretical: We don't run generic workshops. Every session is built around your industry, your likely media scenarios, and your spokespeople's specific needs.
Integrated with PR Strategy: Media training works best when aligned to your overall communications plan. As a full-service media & marketing agency in the Philippines, we ensure that training reinforces the same messages and positioning you use on your other channels.
We focus on 3 things that matter to MICE clients:
1. Promote
- Craft clear, compelling narratives for your event or destination
- Build pre-event momentum through media, thought leadership and digital campaigns
- Reach the right audiences: delegates, travellers, exhibitors, sponsors, and government stakeholders across the region
2. Protect
- Manage media and messaging on the ground during high-pressure moments
- Handle tough questions, misinformation and operational hiccups with calm, clear communication
- Keep spokespeople and partners aligned on what to say (and what not to)
3. Prove Impact
- Turn coverage and conversation into clear outcomes and reports
- Show stakeholders how your event lifted reputation, visibility and engagement
- Capture content and narratives you can re-use long after the lights go down
What we offer:
Frequently Asked Questions (FAQs)
1. What is media training and who needs it?
Media training teaches people how to engage with journalists, whether in a live interview, a press conference, or a brief comment for a news story. If someone speaks on behalf of your organisation, they need it. CEOs, spokespeople, technical experts, and anyone facing a camera or recorder. A good media training agency in the Philippines tailors each session to the spokesperson's role and the scenarios they're likely to face.
2. How long does a typical session take?
Half-day or full-day, depending on the number of people and depth. You can also request shorter refresher sessions for executives who need a refresher before a major announcement or a high-profile interview.
3. Can media training help during a crisis?
Absolutely. Crisis-specific training prepares spokespeople to handle hostile questions, stay composed under pressure, and stick to key messages when everything feels chaotic. We often pair this with crisis communications planning, so your team is ready before things escalate.
4. What makes Mutant's media training different?
Our trainers are former journalists. They've been on the other side of the interview and know exactly what reporters look for, and where spokespeople usually make mistakes. Sessions are scenario-based, not theoretical, built around your industry and real situations your teams will face. As a full-service media agency in the Philippines, we ensure your training connects to a broader comms strategy rather than standing alone.
5. Do you run group training for comms teams?
Yes. We deliver marketing training programmes in the Philippines for in-house teams, covering media handling, message development, and spokesperson fundamentals. The goal is to build internal capability, so your team can handle routine media moments without always needing external support.