Media training for executives is often underestimated—until the moment of truth arrives. In front of cameras and microphones, expertise alone is not enough. A careless remark, an unclear stance, or a lack of preparation can quickly undermine trust and damage reputation. In public settings especially, it is not only what is said that matters, but how it is communicated.
The BER Case: A Communication Failure Foretold
In 2016, the former spokesperson of Berlin Brandenburg Airport, Daniel Abbou, gave an interview that became a turning point. Speaking openly, directly, and without diplomatic cushioning, he addressed severe deficiencies, internal failures, and massive waste of public funds in prmagazin. His statement:
“The people of Berlin and Brandenburg have a right to see where their billions have been sunk.”
Factually, the statement was hard to dispute. Communicatively, however, it was a disaster. The remarks were not aligned, not strategically embedded, and clearly not prepared. Only days later, Abbou was dismissed. The airport company sought to establish a different narrative—but by then, the damage had already been done. Media outlets and the public seized on the statements. BER ultimately became a symbol of mismanagement and planning failure.
Why Honesty Without Strategy Becomes a Risk
This case makes one thing clear: honesty alone is not enough. Without a clear strategic message, an aligned stance, and professional preparation, communication quickly turns into a liability—especially when cameras are rolling.
This is precisely where media training for executives becomes essential. The goal is not to distort facts or evade responsibility. It is to communicate with clarity, intention, and control—while maintaining credibility under pressure.
When Executives Overestimate Their Own Impact
“I know the subject. And I’m not exactly at a loss for words.”
That is how many executives respond when an interview or press conference approaches. The facts are solid. The company is well known. Their personal impact? Has always worked just fine.
That confidence is often misplaced.
Because the other side—the journalist—is not only well prepared but frequently strategically ahead. Research is their profession. They know comparable cases, internal conflicts, and critical voices. In some instances, they have access to information that is not yet public. And they know exactly how to apply pressure with targeted questions.
What many C-level executives underestimate is this: a single poorly chosen phrase, an evasive answer, or an unprepared statement can trigger significant reputational risks—internally and externally. In extreme cases, communication even affects market valuation.
Media Training for Executives: Preparation Is Non-Negotiable
Journalists enter conversations prepared. Executives should do the same.
Professional media training for executives means understanding one’s role in the media context. It builds the ability to remain in control, respond with composure, and actively guide the message—even in critical situations.
This includes, among other things:
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defining clear core messages,
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structuring arguments convincingly,
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handling critical or leading questions,
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and maintaining presence, voice control, and posture in front of cameras and microphones.
Only with the right training can you perform well in the interview. Photo: DIKT
Individual Training Instead of Generic Workshops
Every executive communicates differently. And every media situation brings its own challenges. That is why the German Institute for Communication & Media Training focuses on individual preparation: tailored, practical, and personal.
Our one-on-one training formats help executives to:
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sharpen their personal impact,
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articulate core messages with precision,
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remain composed under pressure,
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and lead interviews, panels, or crisis situations with confidence.
Whether it is a background briefing, a live interview, or a public crisis: preparation is not optional—it is a leadership responsibility.
Conclusion: Control in Front of Cameras Is a Trainable Skill
Communication decides outcomes—especially when it truly matters. Media training for executives provides the confidence and structure needed to remain clear, credible, and effective in demanding situations. The goal is not perfection, but controlled, authentic, and strategic communication.
More than 600 companies—including hidden champions and listed corporations—rely on our training and consulting expertise.
👉 Schedule a strategy call with Dr. Nikolai A. Behr and the team of the German Institute for Communication & Media Training (DIKT GmbH):
☎️ 0700 CALL-BEHR
📧 office[at]medientraining-institut.de
Yours sincerely,
Dr. Nikolai A. Behr
Dr. Nikolai A. Behr CSP® ist Keynote Speaker, Kommunikationsexperte und Medientrainer für Führung, Vertrauen und empathische Kommunikation in Zeiten von Wandel und KI.