My biggest mistake happened two decades ago, and I have never forgotten it.
I watched in disbelief as my client, a seasoned CEO, unraveled on national television, his meltdown playing out before my eyes like a slow-motion car crash. Ugh.
This was the moment we had worked so hard to secure—a prime-time interview with a well-known, top network host—but instead of showcasing his expertise, he froze, stumbling through his responses as the journalist, sensing weakness, went in for the kill. It was awful.
I knew he was in trouble, and I felt for him, but if I am totally honest, I must confess that in that instant, it was clear my own credibility was on the line. With major network interviews lined up for him the entire next day, including the Today Show, what producer would ever trust me again?
My career flashed before my eyes, but amid my panic, I had a defining realization: From that moment on, every client of mine would undergo media training—or prove to me that they had already been trained–with no exceptions. Expertise alone isn’t enough. You have to be able to deliver under pressure.
Afterwards, the CEO, to his credit, admitted his failure to me, and that gave me some leverage. I immediately arranged emergency media training, pulling every string to get him coached overnight. The next morning, he was slightly better, and by the end of a grueling day of interviews, he was actually very good.
But here’s the thing: I don’t want you to be great at the end of a series of interviews; I want you to be great right out of the gate with the first one.
Why start weak and scramble to recover? Too often, being over confident blinds experts into thinking they can wing it, but a high-stakes interview isn’t a casual conversation—it’s a performance. Arrogance is the enemy. You might know your material inside and out, but that doesn’t mean you can communicate it effectively under the heat of the lights and cameras and a tough interviewer. Media training isn’t just preparation; it’s survival. I don’t ever want a scenario like the one mentioned above to happen to you.
At this point, I could share some media training tips with you, but instead you can read them here, and here, and here.
I don’t share this story to scare you but want it to serve as a cautionary tale. Nothing can take the place of practice. You see, the client above was a CEO and gave presentations 250 days of the year. He thought that would make him great in the media, and after seeing him deliver on stage, I thought it would carry him as well.
Big mistake, and one I will never repeat. If you want to deliver compelling, persuasive interviews about your book and area of expertise, then you must practice. At the very least, turn on the video camera on your phone and start talking about your book. Play the video back and see how you did. If you need more training, well, that’s where I come in. Get in touch.
To your success!
Joanne
P.S. It’s My Life!
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