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Media Training for Founders & Executives

Customized 1:1 media training for CEOs, founders and senior leaders preparing for interviews, podcasts, panels, conferences and other high-stakes conversations.

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Eddie’s clients have appeared in

years of experience

100+

clients

50K+

social media followers

20+

industries of expertise

About me

I’ve spent my career thinking about how people and companies communicate.

I’ve worked in PR and executive communications for more than a decade – at agencies, in-house, and with some of North America’s biggest companies and organizations.

What interests me most is figuring out exactly what someone should say and how you want the audience to feel when they hear it.

There’s usually a lot to consider. What does the audience care about? What does the company need to communicate? What can the person actually say? Where are the risks? What questions are coming next? I love solving that puzzle.

I also spend a lot of time paying attention to media, news and culture – how people consume information, who they trust and what gets their attention.
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Executives are communicating in more places, in more formats and for longer than they used to. A three-minute TV interview, a two-hour podcast, a conference stage and an internal town hall each demand something different.
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I want the people I work with to communicate with authority across all of them.

My services

$449 USD

Full session

45 minute intro session

Book a call

Free

Initial consultation

15 minute consultation

Let's connect

Reach out and I’ll craft a solution that’s right for you.

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My approach

I get up to speed quickly.

I want to understand the business, the person I’m working with and the environment they’re walking into. I’ll review the materials, learn the subject matter, talk with the communications team where it makes sense, and study the format, audience and people involved.

Then we get into the real work. We might simplify a complicated idea, sharpen a message or work through a sensitive answer. A lot of the progress happens through practice - I’ll challenge answers, ask follow-ups and take the conversation in directions we haven’t rehearsed.

And I’ll change course when needed. If something more important comes up during the session, that becomes the priority. Whether I’m working with one executive or a leadership team, I put the same level of thought into the work.

What you'll get

The specifics are different for everyone. These are some of the things I work on most.

Making complicated things easier to understand.

Senior leaders often know far more about a subject than the people listening to them. We work on finding the clearest and most compelling way to explain it without losing the substance.

Getting to the point without losing what matters.

We tighten answers, sharpen the structure and make sure the most important idea isn’t buried under five minutes of context.

Knowing where the conversation could go.

Good preparation goes beyond rehearsing a list of questions. We think through the topics that could come up, the lines of questioning that may emerge, and where difficult follow-ups are likely to be.

Handling difficult questions intelligently.

Sometimes you answer the question directly. Sometimes the framing is wrong. Sometimes accepting the premise creates a problem. We work through those decisions and how to make them in real time.

Navigating the things you have to be careful about.

There may be legal, business or reputational considerations behind an answer. We work through the language until it does what it needs to do.

Communicating with more authority.

We look at what’s getting in the way - pacing, tone, over-explaining, weak endings, defensiveness or something else - and work on helping you take command without turning you into someone you’re not.

You’re trusting me with your executives. I take that seriously.

For communications teams:

I know what it’s like to sit on the communications side of the table. You need someone who can understand the business quickly, earn credibility with senior leaders and give feedback they’ll actually hear.

Give me the context and I’ll do the work - learn the subject matter, understand the objective and shape the training around the people involved.

I’m comfortable challenging senior leaders when something isn’t working, but I’ll also adapt my approach to the person in front of me. Whether it’s one executive or a broader team, the work should feel considered, relevant and worth their time.

Followed by 50,000+ people for practical advice on media, reputation management and executive communication.

Testimonials

What clients say

“Eddie knows the PR space better than anyone I've met. If you get the opportunity to work with him, do it.”

Souren Khetcho

Co-founder, Avo

“Great program to think clearly under pressure, with the right balance of theory and practice, with an experienced trainer who perfectly tailors the content to be relevant to your space.”

Global trade executive

“From the very beginning to now, I feel like miles better... It’s starting to really come together, where I do have more confidence in just talking... It’s definitely been very helpful.”

Entrepreneur

“I don’t feel flustered answering the question... I don’t feel like I’m panicking or like I’m stuttering as much... I’m just getting more confidence in speaking in general about my business... I feel that’s helping a lot.”

Business owner

“Getting better. I watched the simulations and I don't hate myself talking as much as I used to hate myself talking... definitely starting to feel more confident and more comfortable doing this.”

Small business owner

“Eddie has been very helpful, helping me understand exactly how the media works. He was available immediately, talked me through everything, coached me on what to do, and even showed me how to time out my communications.”

Adi Kabazo

CEO, PetParker

“I was able to answer those more confidently... I just find I’m more able to have a better conversation about stuff.”

Health and wellness industry

“I’m starting to feel like a lot better... It’s starting to really come together, where I do have more confidence in just talking... it’s definitely been very helpful... Worth every bit.”

Founder / Operator

“That’s why this media training is helping so much... It makes so much sense when you’re saying stuff back to me in terms of, ‘Hey, then I would have said it this way’... I need to build the muscle where I start thinking in that framework.”

AI and data executive

“It makes the response so much better - it felt natural... It was good.”

Fortune 500 VP

“I did a full media training session with Eddie. Absolutely worth it! He came in with actual equipment to simulate a real interview, which made a real difference.”

Doron Meir

Founder, Brainswitch Labs

“Thinking a lot about what you’ve been saying and it’s been immensely helpful. I do find that I’m a lot more comfortable responding to questions.”

Association Executive Director

“I’ve thoroughly enjoyed what we’re doing... it’s been tremendously productive and helpful...”

Aviation industry executive

“Much better now than before. You gave me confidence.”

Chief Investment Officer

“I do feel better... More confident.”

Professional athlete

“I’ve worked with Eddie for five years now. In that time there is no other human on this planet I would rather go to for advice on all things comms, PR and messaging. There is no one better.”

Ben Ronald

Content Marketing Professional for Startups

“Your notes were really helpful... I feel like I used quite a bit of that in the media the next day.”

Public figure

“I definitely feel better than what I did before I spoke to you last week... And I think with those improvements, it just brings a bit of confidence... definitely in a better spot.”

Capital markets

“It was definitely an improvement from the first time that we spoke, when we had our one to one... I think it’s better.”

Financial services executive

“It feels better for sure... I think it’s just the structure... just going through that structure... brings more clarity.”

Energy markets

“Eddie knows PR and how to get the right media attention, no matter what your industry. Not only that, but as a marketer, he sees the big picture. He's saved me a few times from embarrassing situations with the press that would have threatened my reputation.”

Ben Uzhansky

Realtor

“You’ve been very, very helpful... It really helped me a lot.”

Analyst

“It’s been a pleasure knowing you and training with you. I appreciate all the pointers and everything that you’ve given me... you’ve given me a lot of practice. So thank you.”

Entertainment industry

“Like the stuff you’ve talked about, enunciating, talking slower as the interview goes on, those kind of points that I’m definitely noticing in the simulations... I’m getting better.”

Former professional athlete

“Because you’ve done this many times, a lot of the questions you’re asking are actually in line with some of the casual conversations I’m having as well.”

Logistics industry

“Every time I talk to the press, I always make sure to practice with Eddie to make sure my message is on point. He’s helped me get a ton of positive attention from the media.”

Boris Moshenkov

Artist

“Dude, it’s been so nice working with you.”

Director, international business

“The questions that you are asking could quite conceivably come up. They are very good questions… and I found your email really helpful last week just to remind myself what we had spoken about and what I need to work on.”

Conference speaker

“very grateful for you”

Media commentor

“It’s challenging, but it’s fun in a way as well, because it’s pulling me out of who I am normally.”

Enterprise tech executive