Media training WNO directors to hit the high notes when being interviewed

Freshwater was commissioned by WNO to provide one-on-one focused media training to the General Director and Executive Director of Welsh National Opera.


As a national company with international status, WNO sits at the heart of music making in Wales, based in its iconic home at the Wales Millennium Centre.

The opera company wanted to train two of its most senior team to ensure they were media ready to communicate the positives and handle any issues that may come their way.


Freshwater delivered a day of media training with the WNO delegates, training the Executive Director in the morning and the General Director in the afternoon.

As there were only two delegates, we could spend half a day with each, really honing their skills around relevant topics that were discussed and agreed in advance with the press office.

As well as spending time working on message development, where we emphasised the need for clear and coherent messaging in all media interviews, we also covered best practice for dealing with broadcast journalists, offering advice on live, pre-recorded and debate formats for TV and radio. Each delegate received two TV interviews with feedback as part of their training.

“We were really pleased with the media training session provided by Freshwater. The training delivered built on the existing experience of the two people taking part and focused on preparing them for media interviews and delivering key organisational messages in the process. The session setting and trainer provided a realistic and positive environment which helped to achieve the objectives of the day.”

Penny James
Head of Communications at Welsh National Opera
Penny James, Head of Communications at Welsh National Opera

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