Skip to main content
On Demand

Preparing your Spokesperson for a Media Interview

Credit Available - See Credits tab below.

Average Rating:
Not yet rated
Pete Friedmann
40 Minutes
Audio and Video
Original Program Date:
Jul 27, 2018
Never expires.


If you’re in PR/Communications for a medical society, you’ve been there. As member-based organizations, our physician leaders – not professional staff – usually serve as official spokespersons. Some doctors take to this naturally, but most require at least some training. How do you manage all of this, from fragile egos to complex issue briefings? This session, designed for staffers, is presented by a former staffer and focuses on best practices in media training and spokesperson preparation.

Educational Objectives and/or Takeaways:

  • Learn how to prepare yourself before you help prepare your spokesperson     
  • Identify and prioritize your areas of focus during your media training session(s)             
  • Develop strategies for a collaborative learning environment



Credits Offered: 0.75


As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for credits toward your CAE application or renewal professional development requirements.

Note: This program is not endorsed, accredited, or affiliated with ASAE or the CAE program. Applicants may use any program that meets eligibility requirements in the specific time frame towards the exam application or renewal. There are no specific individual courses required as part of the applications – selection of eligible education is up to the applicant based on his/her needs.


Pete Friedmann Related Seminars and Products

Owner and Principal

Friedmann Communications Inc.

Pete Friedmann has been helping individuals and organizations find their voices and deliver their messages for more than three decades. Pete’s experience in corporate and nonprofit environments includes public relations, media relations, journalism, government affairs, marketing and corporate citizenship. As a public speaking and media interview coach, Pete has worked with both groups and individuals, from top executives and official spokespersons to managers and employees facing the challenges of speaking to an audience. A broad-based, independent consultant, he has handled assignments for numerous state, national and medical specialty societies as well as professional associations, insurance companies and financial services organizations.

Prior to opening his own consulting practice in 2009, he served as communications campaign manager for the American Medical Association. Previously, he was Director of Stakeholder Relations at Baxter International, Inc., headquartered in Deerfield, Illinois, and spent nearly two decades in communications, public policy and advocacy roles with leading professional and trade associations including the Illinois State Medical Society and the Alliance of American Insurers (now the Property Casualty Insurers Association of America).

A graduate of Northwestern University, Friedmann started his career in broadcast journalism, spending five years as a radio news reporter and announcer. He remains active as a voiceover artist and narrator for recordings and live events including concerts and sports, and for conferences and formal events of organizations including the American Medical Association.