Media training programmes often focus on performance: posture, bridging, delivery, 
and rehearsing responses.

Those things matter. But they are rarely the whole problem.

Executives do not struggle only because they are under pressure. They struggle because the thinking underneath the message has not been tested hard enough before it has to perform in public.

We put the argument through the obvious questions, the difficult ones, and the ones a good journalist will keep returning to until the answer is clear.

The result is communication that sounds authoritative because it is built on firmer ground.