Media Training Tips: Avoid Evasion
In the clip economy, a dodge doesn’t look like a dodge. It looks like a guilty face and a pause long enough to cut. Here’s why “no comment” is never the answer, the four tools I teach spokespeople instead, and what the Palace, Ed Sheeran and Travelodge show about how to decline.
Media Training for the Clip Economy
Media training still prepares people for the interview. Nobody watches the interview. A five-minute answer now becomes ten to fifteen clips, posted by strangers on platforms you don’t control. The question isn’t “what are my key messages?” It’s “which ten seconds of me will they use?”
Communications Strategy: Why Good Arguments Fail (And How Reframing Wins)
A communications strategy lesson: most campaigns lose because they argue with the stated objection, not the structural one. Here’s how reframing wins instead — with a worked example from a live Westminster test.
Trust tightrope
Consumers doubt everything, algorithms distort truth, and one misstep can destroy a brand. This article explains the new trust crisis and outlines MTL’s approach to building credibility, authenticity and commercial resilience in the AI era.