Media training for CEOs and senior executives


Prepare for media interviews with confidence

  • Freshwater has been providing specialist media training for over 20 years.
  • Our team of trainers includes award-winning journalists who have worked at the BBC, ITV and Channel 4.
  • We can host the training at our London and Cardiff offices, come to your workplace or deliver online.

Being interviewed by the media can be a daunting prospect, particularly for senior executives responsible for the reputation of their organisation.

In a world of 24/7, multi-channel media, it’s never been more important for leadership teams to develop robust, yet flexible, media interview techniques.

Establishing a strong presence in the media and becoming recognised as an authoritative voice in your industry enhances your credibility. We can help you achieve this.


Specialists in communications and media training

Freshwater has provided media training to senior executives in the UK and internationally for over 20 years.

You’ll receive expert coaching tailored to your goals and experience level. Our approach combines theory and practice – we’ll help you understand the key principles of delivering a successful media interview, then workshop your approach to a range of realistic scenarios.

The aim of our training is to ensure you feel comfortable and prepared for media situations of any kind – whether that’s a live radio interview, recording expert commentary for a TV programme or responding to journalists in writing. Our trainers will equip you with the tools you need to deliver key messages and navigate tough questions with confidence.

We can train your team in English, Welsh or bilingually.


We offer a variety of media training formats tailored to your needs – whether that’s one-on-one intensive coaching for individuals, through to half or full day training for larger groups.

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Expert team of trainers

Freshwater’s media training courses are shaped by first-hand experience of working with and in the media.

Our team includes award-winning print and broadcast journalists, as well as media relations specialists with experience of advising public and private sector leaders.


John Underwood

As an award-winning television journalist, who has worked on the frontline as a reporter and presenter for the BBC, ITV and Channel 4 before moving into consultancy in the 1990s, John is a trusted voice when it comes to effective media communications.

Ever equipped with an engaging anecdote, John is the master of setting you at ease. He will provide you with a communication skills toolkit to prepare you for any media interview.

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Antony Jones

Antony is an experienced PR consultant, who has been part of the Freshwater media training team for almost two decades.

Over that time, he has worked with chief executives and senior managers in NHS Trusts, charities, emergency services, trade unions and the private sector to prepare them for media interviews, both in times of crisis and in shaping and delivering positive messages on behalf of their organisations.


Tony O’Shaughnessy

Tony worked as a newspaper journalist before joining the BBC. He has produced and directed hundreds of hours of live television news, and also worked as a BBC journalism trainer in countries including India and Russia.

He produced the Radio Four arts programme, Front Row, and was series editor for the BBC Wales current affairs programme, Week In Week Out.

Tony also teaches broadcast journalism at Cardiff University.

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Elin Wyn (Welsh speaking)

Elin has more than 35 years’ experience as a journalist and media trainer. Having trained at BBC Cymru Wales, Elin worked in a variety of senior journalism posts including editor of Welsh language television news and editor of S4C2 that broadcast the live proceedings of the Senedd.

As a media trainer, Elin has worked with clients including The Law Society, National Lottery, BT, Older People’s Commissioner for Wales, Snowdonia National Park Authority, British Heart Foundation, Oxfam Cymru, Barnados Cymru and RNIB. She has also delivered bilingual media training for Welsh-speaking Welsh Government ministers and deputy ministers.


Carolyn Pugsley

Carolyn is a seasoned communications professional with more than two decades’ experience in consultancy.

She has spearheaded award-winning press and media campaigns, run busy press offices and provided strategic advice for clients around breaking crises, helping them to articulate key messages to target audiences.

Carolyn is the key point of contact for all of Freshwater’s media training courses, working with clients to agree training objectives and shape course content.

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Our clients

Freshwater has worked with senior leaders from a wide range of sectors to develop and fine-tune their media interview skills.

Our clients include the pitch team for the London 2012 Olympics bid, the European Commission, the World Trade Organisation, the Swiss Government, the Welsh Government, NHS England, Great Ormond Street Hospital, the Royal College of Nursing, the National Lottery and Associated British Ports.

Additional support

We have a selection of optional modules that complement our media training course:

  • Crisis communication – Stress testing your crisis response by running real-life scenarios to put you through your paces.
  • Media performance recruitment assessment – Helping you to choose the right candidate by testing how they handle difficult questions under pressure in front of the camera.
  • Social media – Providing guidance on various platforms and their usage, including tips for delivering concise and engaging video pieces-to-camera.

If you need a little extra help with media relations or coping with a crisis, we also provide strategic consultancy support.

“We had provided a brief ahead of the training as we were looking for something tailored to our needs. The course that was delivered to us by highly experienced trainers had evidently been designed with exactly this in mind. It was really engaging, interactive, and very well-tailored to our needs. The entire team who attended got a lot out of it, coming away energised and with confidence to try out different approaches.”

Healthcare Inspectorate Wales