All public relations professionals are familiar with briefing books, as are experienced spokespeople. There are a lot of tools PR pros use to prepare a business executive or government official for a print interview. A few keystrokes on Factiva or Lexis/Nexis and you can quickly create a relevant set of print articles for your spokesperson to use in preparation for their next interview.

Media training for spokespeople is valuable in ensuring that the outcome of a TV interview is as close as possible to the desired result. Many of us have seen unprepared spokespeople bomb on TV or just do a fair but not great job. The desired outcome of a TV interview, beyond getting your message points on air is to be asked back. It's so difficult for new executives to get on TV that you really need to ace the first appearance on any show you're invited to appear on. For that you need to have a great TV appearance, not just an O.K. one.