How have influencers changed the rules on media training?

I recently tuned into a Mamamia Out Loud episode (please fast-forward to 35.57 to 37.30 minutes in), which is a daily habit if you know me. That podcast is life! My ears pricked up when media training was mentioned—a first, I believe! 

It touched on how to be great at social media, whether knowing the right way to answer or not answer questions was still a thing, and whether being media trained would help influencers who maybe don’t work in a conventional workplace and have never had any. It got me thinking…

Influencers have significantly changed the rules of media training in several key ways, primarily by shifting the dynamics of control, authenticity, and audience engagement. 

Here’s how:

1. Control Over the Narrative

Traditional Media Training: Focused on preparing spokespeople for interviews with journalists, where messaging had to be tight, controlled, and often filtered through media outlets.

Influencer Shift: Influencers control their platforms. They are both the speaker and the broadcaster, which changes media training from “preparing for gatekeepers” to “becoming your media.”

New Rule: Train for direct-to-audience communication, not just third-party interviews.

2. Authenticity Trumps Polish

Traditional Approach: Emphasised polished delivery, tightly crafted soundbites, and often a formal demeanour.

Influencer Approach: Prioritises authenticity, relatability, and a conversational tone. Audiences expect realness—even vulnerability and a few bold statements to ‘go viral’.

New Rule: Train for authenticity, not just precision. Being “real” is more powerful than being perfect.

3. Always-On Media Environment

Then: Media exposure was episodic—interviews, press conferences, etc.

Now: Influencers are always “on.” Every post, story, or livestream can go viral or attract scrutiny.

New Rule: Media training now includes content strategy, digital behaviour, and crisis preparedness for a 24/7 digital environment.

4. The Rise of Visual Storytelling

Then: Training focused heavily on verbal messaging—what you say.

Now: Influencers communicate visually—through video, memes, reels, and even how they style their background.

New Rule: Media training must cover visual literacy—how to look, sound, and feel on camera according to one’s personal or brand identity.

5. Two-Way Engagement

Then: Media was a one-way broadcast. Audiences had limited feedback loops.

Now: Influencers engage in real time through comments, DMs, and live streams. They build community, not just visibility.

New Rule: Train for interactive communication. Prepare to respond, not just deliver.

6. Democratisation of Influence

Then: Only certain voices were media-trained—CEOs, politicians, PR spokespeople.

Now: Anyone with a platform—employees, customers, micro-influencers—can be a media voice.

New Rule: Expand media training beyond the C-suite to empower more authentic brand ambassadors.

If having tailored media training for influencers is something we can help with, contact us at amber@amberdaines.com or book in here.