Media training in African markets has changed dramatically since the studio era. The crisis isn't camera-fright; it's the way executives misjudge the velocity and topology of attention.
What changed
- Anchor TV is no longer the highest-leverage surface. Podcast long-form, LinkedIn newsroom video, and direct-to-camera explainers carry as much weight.
- Audiences see and judge multiple takes — and B-roll, and behind-the-scenes — within hours of an interview airing.
- The executive's first 30 seconds set the entire tone of the engagement, regardless of how long the interview runs.
What every executive still gets wrong
- Over-preparing. Memorised lines read like memorised lines.
- Avoiding the second-order question. The interviewer's third follow-up is where the real story lives.
- Speaking in jargon. No African audience cares about 'integrated stakeholder ecosystems'.
Good training rebuilds the muscle for clarity under pressure. The studio is incidental.
Frequently asked
How long does meaningful media training take?
A first-pass programme runs 4-6 sessions over a month, plus a live mock-up before high-stakes engagements. We don't recommend single one-day intensives.
