There has been no shortage of commentary recently about the decline of traditional media. Newsroom layoffs, shrinking budgets and the fragmentation of audiences have led many to question the future of journalism, particularly broadcast news.
But for senior executives in finance, appearances on outlets such as Bloomberg and CNBC remain the gold standard for business credibility.
These global financial information platforms reach institutional investors, policymakers, analysts and decision-makers in real time. A five-minute interview on one of these networks can reach precisely the audience a CEO, asset manager or sovereign wealth executive wants to influence.
When an executive appears on Bloomberg or CNBC, they are positioned within a trusted ecosystem. The halo effect of editorial credibility matters enormously in financial markets. Investors may scroll past a corporate LinkedIn video. But they will pay attention when a company’s leadership is questioned live by a respected anchor in a market-moving environment.
But those interviews are short. Often very short. Five to six minutes, sometimes less.
In that compressed timeframe, every answer has to carry weight. Executives must communicate strategy, reassure stakeholders, differentiate their organisation and avoid unintended headlines – all while responding to fast-moving questions that may not neatly align with prepared talking points.
This is where media training becomes a strategic investment.
Is investing in media training for your client worth it?
Effective media training is absolutely not about memorising scripts or delivering robotic soundbites. It is about understanding format, structuring concise answers, handling interruptions and recognising when a journalist is probing for clarification versus when they are challenging your narrative. The goal is to remain composed under pressure while still sounding authentic.
For PR and communications professionals representing financial clients, media training should be considered part of a holistic advisory offering. Distributing press releases, securing coverage and arranging high-profile interviews is only one part of the equation. The real test comes when the spokesperson is live on air. Agencies that position themselves as strategic partners – not simply intermediaries – recognise that preparing clients to perform under scrutiny is just as important as winning the booking itself.
Integrating structured media training into the communications package ensures that when opportunities arise, clients are properly equipped to deliver.
After more than 25 years in broadcast journalism, including nine years at Bloomberg Television, I understand what producers and anchors look for in a compelling business interview. On the production side, we were constantly assessing: Is this guest clear? Are they adding insight? Will viewers stay with them?
Today, alongside my business partner at Mayfair Media, Sarah Forster – formerly of the BBC, Sky and Bloomberg – I work with financial professionals and C-suite leaders to prepare them for precisely these moments. We approach media training with both theoretical discussion and real-life simulation. We recreate the cadence and pressure of live television – with lights and cameras – helping executives refine their messaging so it lands cleanly, confidently and strategically.
This is particularly relevant in the Middle East. The region’s global economic significance has grown rapidly. Abu Dhabi has positioned itself as the “capital of capital.” Sovereign wealth funds have expanded their international influence and financial centres such as Dubai International Financial Centre and Abu Dhabi Global Market continue to attract firms from across the world at scale.
As international media attention increases, so too does the frequency with which regional leaders are invited onto global platforms. Many executives in the region are exceptionally capable operators. But live English-language broadcast interviews, particularly in a Western format, have their own rhythm. The pace is faster. The questioning can be more direct. Answers are expected to be concise and structured. For those speaking in a second language, it can get even trickier.
Media training, in this context, is not about changing personality or imposing a foreign style. It is about equipping leaders with the tools to translate their expertise effectively across formats and cultures.
In an era where reputation can move markets within minutes, the ability to communicate under scrutiny is no longer optional. The platforms may be evolving, but credible, high-stakes media exposure still shapes investor perception.
Greg Tanner is a former Bloomberg Television executive and co-founder of Mayfair Media, advising CEOs, financial professionals and government leaders across the Middle East on high-stakes media appearances and strategic communications.
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