Media Training Logistics

Panic offers customized media training based on your needs. Programs include full-day trainings, half-day trainings and hourly consultations.

We train you at your office, via phone, or video conferencing. Panic trains individuals, teams and larger groups. On-camera training and performance feedback are available as part of all standard media training packages.  Additional services, as listed below, may be added to the standard media training package.

Clients Include

  • CEOs and Executive Directors

  • C-Suite Teams

  • Spokespeople

  • Cohorts and Fellows

  • Sales and Marketing Teams

  • Events Teams

  • Legal Teams

Panic trains clients throughout the Bay Area, including Oakland, San Francisco, San Jose, Silicon Valley, and Sacramento. With advance notice Panic can train in Los Angeles, Portland, Seattle, DC, New York City and internationally.

Panic’s Standard Media Training

On-Camera Participants:  One to Two
Training Time: Three to Four Hours

  • Baseline Interview: A challenging mock interview by a real reporter in a likely scenario.

  • Feedback From Client: Where did you struggle? What questions were difficult to answer?

  • Feedback From Reporter: What story would she write based on your answers?

  • SWOT (strength, weakness, opportunity, threat) analysis of your interview performance.

  • Getting Your Story Straight: Key messages and strategic sound bites that work for you.

  • Getting Briefed: The importance of understanding the interview you’re walking into.

  • Second Interview: Practice delivering key messages in any interview scenario.

  • Three tricks for controlling any interview.

  • Two things you must never do in an interview.

  • Demeanor Primer: Controlling your likability factor.

  • Final Interview: Putting everything you’ve learned to work.

  • Additional feedback.

Additional Training and Services

  • Messaging: Develop key messages and answers to difficult questions.

  • Public Speaking: Speech writing, editing and speech run-through with coaching.

  • Fundraising: Walk through your pitch deck and presentation, with feedback and suggestions.

  • Crisis Planning: Develop a crisis plan to be prepared for any scenario.

  • Writing Services: Websites, press releases, speeches, op-eds, content marketing and blog posts.

Mock Interviews

Panic's reporter will run you through a full interview, then the panic team will provide on-the-spot analysis of what worked and what didn't work. You specify the type of interview (earnings, new product, change in management, crisis, etc.) and can submit issues or areas of concern, or let Panic's reporter dig up the dirt herself.  

Same-Day Crisis Training

Panic offers same-day crisis and urgent-need consultations and training.  These include dry run training, where our veteran reporter will quickly run you through a typical interview, and crisis training, where you can try out potential answers to anticipated difficult questions with the evaluation of the Panic team. Panic can provide a reputation management assessment, social media guidance and participate in strategic planning involving communications issues related to the crisis. Panic provides on-going consultation as the crisis plays out.


Panic’s spokesperson can make appearances on behalf of your organization.

PR Agencies

Panic works hand in hand with PR agencies electing to out-source media training.  Agencies sometimes use Panic to deliver honest feedback to clients. 


Panic specializes in startups, offering a range of services for founders and CEOs, whether they’re veterans or brand new CEOs with little to no experience working with reporters, producers and bloggers. Startups often need help honing their key and competitive messaging.

Media Training Fees

Panic’s fees are highly competitive and generally lower than traditional media training organizations and in-house public relations agency training fees.  Panic understand that you’re busy, which is why you’ll want a media training customized to your exact needs, with no wasted time or fees.  


Panic extends pricing discounts to nonprofits doing good in their local community or nationally.

Learn More

Questions? Panic has answers. Email