Media Training Tips for SMEs and Executives in Technical Publications

In this episode, Morgan Norris, VP of Marketing at TREW, breaks down why PR matters more than ever and how to properly prepare subject matter experts and executives for media opportunities.

One of the biggest shifts driving renewed interest in PR is the evolution of search and AI. Traditional website-first strategies are no longer enough. Today, brand visibility increasingly depends on being featured in trusted third-party sources like technical and trade publications. These outlets not only influence human audiences but also shape how AI models surface and prioritize information.

To take advantage of this, companies need to rethink how they prepare their spokespeople. For SMEs, success starts with thoughtful media training. That includes providing briefing documents with background on the publication, the editor, and likely interview angles. Even a short practice session can help reduce nerves. SMEs should come equipped with real-world examples: customer stories, performance data, or application use cases to bring technical concepts to life.

On the other hand, executive interviews require a different level of preparation. Leaders must align on what information can be shared publicly, especially when it comes to company data. Morgan recommends preparing key facts in advance and developing three core stories executives can consistently return to during interviews. This ensures messaging stays focused, strategic, and impactful.

Across both groups, one theme stands out: consistency. Without clear, aligned messaging, PR efforts aren't as effective.