Media training lessons I learned as a former NBC and CBS Executive Producer
By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer
Most executives think media interviews are about one thing: getting coverage. But after spending years inside newsrooms, including time as Executive Producer in New York — I can tell you something most people learn too late:
A reporter call is not a casual conversation. It’s a recorded moment in the public record.
Even great companies can find themselves misrepresented, taken out of context, or blindsided by a question they weren’t prepared to answer.
So if you want to protect yourself — and actually come across as credible, confident, and in control — here are four rules I give every client before they ever speak to the press.
1. Never Take a Reporter Call Alone
One of the simplest ways to protect yourself is also the most overlooked: Always have someone else on the call. When helping AI/Healthcare startups with their media interviews, I always listen in to the call and engage with the reporter. This holds the reporter or journalist accountable with their words before a word is even written.
When there’s another professional listening, everyone stays sharper — including the reporter. And if something feels off afterward, you’re not relying on memory. You have a witness.
Ideally, that should be your experienced publicist who can recognize loaded questions. It also prevents the classic “he said / she said” scenario.
In today’s media environment, that matters more than ever.
2. Keep Your Own Record — The Right Way
Media conversations move fast. Quotes get shortened. Context gets trimmed. Tone gets lost.
That’s why you should always keep documentation. But here’s the key:
Do it ethically and legally.
Instead of secretly recording, the best practice is:
- Take detailed notes
- Have a second person on the call
- Ask the reporter if it’s okay to record the conversation. More than likely, he or she is already recording it so they shouldn’t feel offended.
The goal isn’t to “catch” anyone. The goal is to protect clarity. When stakes are high, accuracy is everything, and a recorded call can be the element needed for questionable quotes.
3. Don’t Take Unexpected Reporter Calls
If a reporter calls out of the blue, your instinct might be to pick up immediately. Don’t. I’ve seen clients call reporters after they missed the call, and I wasn’t on the call. That’s dangerous because it is giving the reporter cart blanche to ask questions you might not be ready to answer.
Never answer on the fly. Always schedule. And if a reporter does catch you unexpectedly, say:
“Thanks for reaching out — can we put 15 minutes on the calendar?”
The best interviews aren’t improvised. They’re prepared.
A calendar invite gives you time to:
- Understand what the reporter is really working on
- Align on the topic
- Gather the right data
- Prepare key messages
- Avoid careless off-the-cuff responses
In media, the first answer is rarely the best answer.
4. Prepare for the Hardest Question — Not the Easiest One
This is the most important rule of all. I put it last to reward those who kept reading.
Every interview will be defined by the hardest question, not the easiest one. Great reporters don’t ask questions to make you comfortable.
They ask questions to test your credibility. So before any interview, I work with clients to identify the hardest question this reporter will ask. What does he or she want to know that isn’t out there? Then, prepare for it.
Let me give you a real example I saw on the NBC Today Show for a segment on GLP1s. A reporter asked the physician if people will have to stay on GLP-1 medications for life. The physician said yes.
In that moment, the segment framed GLP-1s as a lifelong dependency — which looked negative and alarming. A stronger answer would have added context:
“Yes — in the same way that as we age, we have to maintain our health long-term. After 40, most people need regular exercise for life. We monitor blood pressure for life. We adjust diet for life. This is part of ongoing health maintenance — not a failure.”
That reframes the issue positively without dodging the question. Their internal PR team failed to adequately train this physician for the hard question.
The Role of a Publicist Isn’t Just Coverage — It’s Protection
The best PR partner doesn’t just pitch stories. They help you:
- Anticipate tough questions
- Avoid missteps
- Speak with confidence
- Stay on message
- Protect your reputation
In today’s media environment, interviews are high-stakes moments. The companies that win aren’t the ones that talk the most. They’re the ones that prepare the best.
Final Thought
The press can be one of the most powerful tools for growth. But only if you treat every interview like what it is:
A public moment that deserves professional strategy.
If you want to tell your story the right way — and protect yourself while doing it — that’s exactly what we do at MACIAS PR. I’m here if you want to discuss a strategy.
ABOUT MACIAS PR
MACIAS PR was founded in 2009 by Mark Macias – an Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 best PR pros in New York in 2022 and 2024. Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year.