Media Trainer vs. Publicist: How We Complement Each Other and Are Different

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BONUS FREEBIE: I have a resource for you that will help you prepare to talk with media and audiences. It’s the 10 Questions Every Author Needs to Answer. You can grab the fiction and nonfiction lists here.

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I’m a media trainer.

That means I work with authors and experts to help them communicate their message to their audience.

Together, we work on defining a message and a narrative that will capture their audience’s attention. This helps authors get (and keep!) media attention and reach the people who need to hear what they have to say. 

Lots of people think media training and publicity are one and the same.

But the job of a publicist is distinct. As an author, it’s important to know the difference. Once you know what each one does, you can create a media plan that draws on the resources of both jobs. I’ve worked with publicists for years as a senior television producer when they would pitch their authors to me. And now as a media training we team up again so I can help get their authors ready for primetime interviews. 

Here are answers to some of the most common questions about media trainers and public:

Q: What is a publicist?

A: Publicists pitch the media to secure interviews (TV, radio, newspapers) for authors. Yep, they do it all, including writing pitches, communicating with journalists, and explaining why their client is an expert with an important message to share. 

Publicists are insiders — they rely on their industry relationships and contacts, and they work closely with journalists to meet their needs for expert sources.

Publicists juggle a unique challenge, since they’re paid by their clients to help secure interviews and they also need to maintain relationships with journalists, who want prepared interviewees. Media isn’t guaranteed when it’s pitched this way. It’s not like advertising or paid space, it’s called earned media. 

Q: What is a media trainer?

A: Media trainers are where the preparation comes in. As a media trainer, I work with experts and authors to nail the interview.

Media trainers work with authors on talking points, body language, handling questions, and managing unexpected situations with grace. 

Media trainers are often former journalists or producers (like me — I was an Emmy Award-winning producer for nearly 20 years before I made the switch to media training). Media trainers know what producers are looking for. 

And as an author myself, I also have the experience of being on the other side of the camera promoting my books, Listful Thinking and Listful Living. I do frequent media appearances and I know exactly what authors are preparing for because I do it myself!

Q: How can the services of publicists and media trainers help authors?  

A: Proper preparation is crucial for authors — even subject matter experts can freeze without training!

Media-readiness affects how many pitches get accepted. Unprepared authors may not get booked despite the publicist’s efforts, so media training plays an important role. 

Publicists can jeopardize journalist relationships by providing unprepared interviewees — so working with a media trainer will help your publicist get you the best opportunities. 

Q: How do media trainers and publicists collaborate?

A: Independent publicists often refer clients to media trainers. They want to know that the author they’re working with can communicate clearly in the media and sometimes produce their own videos.

Some internal publicity and marketing teams at publishing companies may engage media trainers to work with their authors. But not always — as an author, you may need to advocate for yourself.

It’s not typical for publicists to offer media training services (though some do), so do your due diligence to make sure the people you’re working with are experts in what they do. Many authors hire a publicist and a media trainer separately because each one requires specialized expertise. Some of my best client referrals come from publishing companies and publicists! 

Q: When do authors do media training?

A: Media training is generally the first step, before hiring a publicist. That’s because the best publicists want to work with authors who are ready to do media. They don’t want to pitch someone who can’t follow through with a great interview. Plus, if you think that you’ll start doing media when your book comes out, I always tell authors it’s too late. You should be comfortable talking about your book and your expertise well before the book comes out.

It’s why I created my online course Media-Ready Author. That way authors can get a primer on how to speak in soundbites, set up their virtual studios and sell books. Then they may choose to work with a media trainer one-on-one to practice in real time. But this way they’ve already done their homework. 

That said, media training can happen at the same time as publicity efforts too. It’s always a good idea to do ongoing prep and you can make a course correction if you need to.

Media training is also helpful because it prepares authors for various media formats, including TV, podcasts, and more. So if you’re getting ready to do a new form of media, that’s a time to get some media training under your belt. 

Q. I’m an author — what are my next steps?

A: Authors should consider engaging both a publicist and a media trainer to optimize their book launch strategy. If you find one you like, ask the other if they have recommendations.

It’s also important to evaluate your need for media training before starting publicity efforts. If you’re unprepared to do media and you need some training, that’s okay — it’s a sign of wisdom to ask for help. 

When you’re hiring a publicist who claims to offer media training, thoroughly vet their experience and ask for client references. Most publicists are not also experts in media training — because it’s not their job to be.

>>Click here to check out my training Media-Ready Author!

For aspiring and first-time authors, working with a media trainer can make a big difference in the media opportunities you book. Here are a few of my best tips that you can use right now! 

Feeling confident in your message and your communication skills can give you the boost you need to start creating your own media and get more pitches accepted. 

As an author myself and a former TV producer, I’ve been on both sides of the camera. I leverage those experiences to help my media training clients connect with the people who need to hear what they have to say. If you’re an author and you want to chat about working together, fill out this form. 

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”

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