1. © MWW, ALL RIGHTS RESERVED
The media is a strong influence in our culture and the pressure on executives to tell a
compelling story and maximize media opportunities is greater now than it’s ever been.
Proactive planning with key messaging can mean the difference between getting the
coverage you want and becoming media fodder. At MWW we are experts at shaping
strategies to enable your story to unfold in a way that will help you make the most of
every interview and support business and reputational goals.
MWW CAPABILITIES
MEDIA MASTERY & TRAINING
OUR CAPABILITIES:
MWW has provided media training to some of the biggest
names on the Fortune 500 list.
Our Media Mastery training will ensure key messages
about your business, your brand and your POV are
communicated correctly to the media in an effective and
direct manner. Our priority is to help executives to become
better communicators to control the message and get the
quotes you want.
MEDIA MASTERY will help you to:
• Get inside the minds of journalists
• Deal with them effectively
• Get the story you want by turning media training
techniques into positive outcomes
• Differentiate your business from other competitors in the
marketplace
• React quickly and effectively in a breaking news or
crisis situation

2. MEDIA MASTERY & TRAINING
Prior to joining MWW, Leslie
launched and produced nearly every
business news program at CNN.
She also has extensive experience
producing programming for NBC,
CNBC and PBS.
During her seven year tenure at
MWW, Leslie has consulted with
leading clients and achieved major
placements on their behalf on shows
such as NBC’s “Today,” ABC’s “Good
Morning America,” CNN, Fox News
Channel, CNBC, MSNBC, PBS’ Nightly
Business Report, Bloomberg
Television and Fox Business Network.
What To Expect
This basic media training schedule
offers an understanding of how we
approach the training. However, we
tailor the rehearsal schedule based
on the need of the client.
• Introduction to media,
understanding interviews
• Key elements of how reporters
work, what they want and need
• Different speaking techniques for
broadcast and print journalists
• Preparing for specific types of
interviews: print in-person, print
phoner, TV group in-studio, TV one-
on-one, TV remote location, TV tape
only, radio, satellite, Web
• Key message formation while “on
the go” or in crisis
• Strategies for handling difficult
questions
• Placing the headline up front
• Bridging techniques
• Developing the perfect sound bite
• Visual and vocal presence
• Discussion and refinement of key
message points
• Determine top five messages to
communicate to media about your
company
• Conduct round of broadcast
interviews (recorded interview
session on tape)
• Playback on camera interviews
• Review and critique
• Recap and Conclude
For more information about MWW’s expertise, please contact:
Leslie Linton Senior Vice President | 201.231.6022 | llinton@mww.com | www.mww.com
About the Media Trainer
Leslie Linton, Senior Vice President and Media Training Lead at MWW, is a veteran
broadcast journalist who has produced hundreds of news stories—along with entire
TV programs—over the course of a distinguished broadcast career.