“Before they face the media, they face me.”
How much does media training cost?
That’s the question I’m often asked by executives, corporate leaders, and public figures preparing to step into the spotlight. But the real question—the one that should keep every PR team awake at night—is: What’s the cost if you say the wrong thing?
Let’s talk about both.
Media Training: The Investment
High-quality media training with an experienced coach like myself typically starts at $5,000 for a half-day executive session. For top CEOs and high-profile executives and spokespeople, we offer elite, confidential packages tailored to crisis scenarios, investor relations, brand messaging, and high-stakes interviews.
Those packages come with customized on-camera drills, real-time feedback, and a level of strategic insight that most general communications firms simply can’t provide. Why? Because I’ve lived both sides of the lens. I’ve been the journalist trying to get the headline—and now I train the leaders who need to make sure that headline doesn’t wreck their reputation.
You’re not just paying for polish. You’re investing in preparedness, perception, and protection.
What It Really Costs When You Get The Message Wrong
Saying the wrong thing in front of the media can cost you far more than a day rate.
A flippant remark in a crisis? That can tank your stock price. A missed opportunity to clearly articulate your message? That might cost you investor confidence. A tone-deaf comment during a sensitive social moment? That could be millions in lost sales, broken employee trust, or even your job.
Reputation damage is rarely just reputational. It’s financial, it’s operational, and it’s personal.
Just ask any executive who’s gone viral for the wrong reason.
ne soundbite. That’s all it takes to derail a brand.
When BP CEO Tony Hayward said, “I’d like my life back” in the middle of the 2010 Deepwater Horizon oil spill—a disaster that killed 11 people and devastated ecosystems—it wasn’t just a public relations slip. It became a symbol of corporate insensitivity. BP’s brand valuation plummeted. Hayward was removed. The company paid tens of billions in damages, and the soundbite is still studied in crisis communication classes worldwide.
Or take Elon Musk, who in 2018 casually tweeted he was taking Tesla private at $420 a share—without notifying the board or proving the funding was secured. That single tweet triggered an SEC investigation, a $40 million fine, and a temporary resignation as Tesla’s chairman. Shareholders were furious. Markets reacted instantly. More here in my article for Vistage.
“Before They Face the Media, They Face Me”
That’s my mantra. Because behind every great public appearance is a private coaching session no one sees.
Before they walk onto 60 Minutes, before they’re questioned by the New York Times, before they testify before Congress or address shareholders during an earnings call—they face me.
We rehearse the uncomfortable questions. We pressure-test the messaging. We get the story straight, the tone right, and the nonverbal cues aligned with the brand they represent.
It’s not about spin. It’s about truth told well.
So—What’s Your Reputation Worth?
If you’re reading this and you’re in charge of a brand, a boardroom, or a broadcast appearance—consider this your call to action.
Don’t wait for the crisis. Don’t assume the media will “go easy.” And don’t believe for a second that charisma can cover for unpreparedness.
If you want to be confident and credible on camera, in print, or on a stage, you need more than a few talking points. You need a coach who can help you own the moment—and protect everything you’ve built.
So… how much does media training cost?
Not nearly as much as getting it wrong.
If you’d like to talk about elite media coaching packages or bring this conversation to your executive team, let’s connect.
You can find me at KatrinaCravy.com or book a free discovery call to set up a confidential consultation.
Let’s make sure your message matches your mission.
