The American musician Herbie Hancock came out with a wonderful phrase when describing what he learned when playing alongside the legendary jazz trumpeter and bandleader Miles Davis.

He recalled a time when he was much younger and played a bum note during a session. For a micro-second, Herbie was mortified and expected a rollicking.  But Miles just followed on in the same key and continued playing as though nothing untoward had happened, building on the tune and taking it along an unplanned musical route that others in the band then followed.

“Turn poison into medicine.

Take whatever situation you have and make something constructive happen with it.

That’s what I learned from that situation with Miles.”

It’s a comment that resonates in media training too.

Keeping your eye on the goal

In the media, a well-placed misstep or a poorly handled comment can send even the most carefully crafted reputation into a tailspin as Gregg Wallace discovered when he made the ill-considered remark about ” a handful of middle-class women of a certain age” complaining about his alleged innappropriate comments and  behaviour while filming “Celebrity Masterchef”.

In moments of crisis, it’s not just what you say but how you say it that can determine whether you rise like a phoenix from the ashes or fall into the depths of PR despair.

That’s where our media training and crisis communications come into play.

The ultimate goal?

A bit like Miles – turning poison into medicine : transforming a potential disaster into an opportunity for growth, trust, and resolution.

Why Media Training is Essential

Media training is the cornerstone of being prepared for the spotlight. Whether you’re a CEO, a spokesperson, or a brand ambassador, the ability to communicate effectively with the media can be the difference between a crisis and a comeback.

It’s just not enough to answer the questions; you need to know how to stay on message, control the narrative, and project confidence—even when the world is scrutinizing your every word.

You need to be able to deal calmly with the  interviewer’s occasional ‘bum notes’, so you’re not caught out.

Journalists are often looking for soundbites, stories, and angles that will captivate their audience and if you’re not prepared, you might get swept up in the rush for attention, ending up with a headline you didn’t intend.

This is a trap which it’s easy to fall into, no matter how many times you’ve appeared on the tv or radio.

The fundamentals of media training revolve around understanding how the media operates and that’s what you’ll learn in our workshops.

Communications Crisis :Turning the Tide

Mick Ord Media training workshops teach you how to handle different types of interviews, anticipate tricky questions, and maintain control of the conversation.

And more than anything how to prepare your messaging properly.

In an era where every word can be dissected and shared across the globe in seconds, how you present yourself is just as important as what you’re saying. Through our crisis comms training, you’ll learn how to project authority, sincerity, and empathy— invaluable when the going gets tough.

When a crisis hits, the stakes are even higher. Here, media training transforms into crisis communications – a specialized branch of PR designed to help organisations manage a difficult situation while maintaining their reputation. Whether it’s a product recall, a workplace scandal, or a natural disaster, how you handle the message can determine whether your brand survives or thrives in the aftermath.

The first rule of crisis communications?

Don’t panic.

It’s easy to get overwhelmed by the flood of information, disinformation, pressure from stakeholders and the looming threat of public backlash. However, the most effective response comes from staying calm and having a clear strategy.

This is where training in crisis communication becomes invaluable.

A crisis communications plan typically includes key elements like:

• Prepared Statements: A set of pre-drafted, adaptable statements that address potential scenarios.
• Spokesperson Training: Identifying a key spokesperson who can remain poised and authoritative in interviews.
• Monitoring and Response: A real-time process for tracking media coverage and online sentiment, allowing for quick adjustments to messaging.
• Transparency and Empathy: Acknowledging the problem, showing genuine concern for those affected, and offering clear solutions.

The key to turning poison into medicine in a crisis is finding a way to respond that not only resolves the immediate issue but also builds trust in the long term.

This is where the right tone becomes critical.

A defensive or combative approach might escalate the crisis, while an open, responsible, and solution-focused response can help restore credibility.

Turning Poison into Medicine: The Art of the Comeback

In the midst of a crisis, it’s easy to view the situation as a poison that’s destroying your reputation. However, crisis communications training teaches you how to reframe the situation.

It won’t result in an immediate reversal of your fortunes but it’s a big step in the right direction.

When handled properly, a crisis can be an opportunity to showcase your leadership, your values, and your commitment to resolving difficult issues.

Think of it as an opportunity to heal wounds.

For instance, in the aftermath of a product failure, offering immediate refunds, an apology and improvements shows accountability – and you will need to do this a few times, not just once and then hope to “move on”.

When a public figure is involved in a scandal, an empathetic, transparent apology can pave the way for redemption.

The goal is not just to survive the crisis but to emerge stronger, having demonstrated the ability to adapt, learn, and grow from the experience.

Conclusion: crisis-proof your brand

Crisis communications and media training aren’t just reactive tools—they’re proactive strategies that can safeguard your reputation in the long run. With the right preparation, you can turn a potentially disastrous situation into an opportunity to build credibility, trust, and lasting relationships with your audience.

In a world where every mistake can become a viral sensation, media training and crisis communications aren’t just nice-to-haves—they’re essential as so many of my clients have discovered over the years.

By learning to control the narrative, remain calm under pressure and respond with sincerity, you can truly turn poison into medicine.