4 Tips to Make Your CEO Media-Ready

Being a CEO doesn’t automatically make you great at interviews. In fact, some of the smartest execs can go full “robot mode” in front of a camera. The good news? With the right approach, even the most reserved leader can learn to speak with confidence and connect with any audience.

If your CEO struggles with stiff answers, rambling responses, or just sheer terror at the thought of an interview, don’t panic. Here are four tips to help transform them into a media pro—no personality transplant required.

1. DITCH THE SCRIPT

Scripts might feel like a safety net, but trust me: they’re more like a trap. 

Over-rehearsed answers sound about as natural as someone reading an audiobook in a monotone. Sure, scripts are fine for legal statements or rattling off stats, but when it comes to interviews, ditch them.

Encourage your CEO to treat interviews like a casual conversation with a friend (okay, a really curious friend who asks a lot of questions). Practice helps here—get them to talk through answers naturally, without clinging to a script like it’s a life preserver.

Once they get comfortable winging it, magic happens. They’ll stop worrying about hitting every word perfectly and start focusing on things like eye contact, tone, and, you know, actually connecting with the audience.

2. BUILD THAT TRUST

Media training is about more than just getting the CEO to say the right words—it’s about figuring out who they are as a communicator. Are they a quiet thinker? A fast talker? Someone who nervously laughs when things get awkward? Knowing their quirks is the first step to helping them shine.

You also have to build trust. This means they need to know you’ve got their back, even when it means being brutally honest. If their first attempt sounds like a TED Talk delivered by a robot, you’ve gotta say so—kindly, of course. 

Use the classic “feedback sandwich”: Start with something positive, drop the truth bomb, then wrap it up with encouragement. 

Example: “Your points were clear, but we need to dial up the energy. I know you’ve got this!”

The goal isn’t to knock them down—it’s to build them up. You’re their biggest cheerleader, even if that means cheering them on while they redo their answer for the fourth time.

3. BE BRUTALLY HONEST (BUT NICE ABOUT IT)

If your CEO thinks one training session will magically turn them into Oprah, it’s time for a reality check. Media skills take practice. Lots of practice. (Sorry, there’s no shortcut for this one.)

Set up regular sessions to prep for interviews, even if it’s just 20 minutes here and there. Record their responses, play them back, and tweak as needed. 

Pro tip: Most people cringe at the sound of their own voice on playback, but it’s the fastest way to catch things like filler words, rambling, or that weird thing they do with their hands.

Keep the practice sessions focused and fun. Throw in a few random questions to keep them on their toes, or show them examples of media interviews gone horribly wrong—it’s a great way to emphasize why preparation matters. 

Bonus: Watching a CEO cringe over a bad interview can actually be... motivating.

4. KEEP IT FRESH

Here’s the thing: Media training isn’t a one-and-done kind of deal. 

If you wait until the week before a big interview, you’re setting your CEO up for unnecessary stress (and possibly a disaster). Regular, consistent practice is what builds confidence.

Carve out time each month for training. Even short, recurring sessions are better than cramming everything in at the last minute. And don’t be afraid to get creative: use real-world scenarios, recent industry trends, or even mock interviews to keep things fresh and relevant.

If your CEO’s schedule is impossible, improvise. Slip in a quick training exercise at the end of a meeting, or email them a clip of a cringe-worthy interview to drive home the importance of staying sharp. 

The goal is to make media prep a regular part of their routine, so they’re ready whenever the spotlight hits.

THE CONFIDENCE BLUEPRINT FOR CEOS

Transforming a shy CEO into a media-ready superstar isn’t about changing who they are—it’s about helping them feel confident, natural, and prepared. Skip the scripts, focus on trust, and prioritize consistent practice. With a little patience (and maybe a few laughs along the way), they’ll be ready to tackle any interview with poise and personality.