Media Relations & Training
Placement and preparation from someone who has been on both sides of the microphone — journalist and regulator.
Book a Strategy Call →Senior counsel, not a junior handoff
Effective media relations in financial services and Washington policy circles is not a spray-and-pray pitch list. It is relationships, judgment about which stories deserve oxygen, and executives who can deliver under pressure when the interview finally lands.
Herb Perone spent years as a broadcast journalist at ABC News and CNN before leading public affairs at the SEC and senior communications roles across the investment-adviser and insurance industries. That dual perspective shapes how Perone Consulting approaches both outreach and training: reporters get stories worth their time; executives walk into interviews prepared, not scripted into paralysis.
What this engagement covers
Proactive media outreach & pitching
Targeted outreach to financial, policy, and national outlets built on decades of relationships — focused on stories that advance your objectives, not vanity coverage.
Print, broadcast & podcast placement
Support across the formats that matter for your audience, from trade press and wire to television and long-form audio.
On-camera & interview preparation
Hands-on media training so spokespeople know how to land a message, handle hostile questions, and stay disciplined when the conversation turns.
Reporter relationship strategy
Guidance on which desks to cultivate, how to be a useful source, and when not to chase a story.
Message discipline under pressure
Practical frameworks for bridging, clarifying, and correcting without creating a second story.
Who this is for
- →Executives who will face financial, trade, or national media and want rehearsal that feels like the real interview.
- →Firms seeking earned coverage around a launch, leadership appointment, policy position, or industry moment.
- →Communications teams that need a senior advisor with direct reporter relationships in financial and policy media.
- →Organizations recovering from uneven past coverage and looking to reset how they show up with the press.
How Herb works
Media work starts with whether you have something worth saying — and whether you are ready to say it on the record. Herb helps clients decide when to seek coverage, when to stay quiet, and how to prepare the people who will speak.
Training sessions are practical, not theatrical. Expect realistic Q&A, feedback on delivery and substance, and clear guidance on what good looks like for your specific risk profile.
When outreach is part of the engagement, pitches are selective. The goal is the right placement with the right reporter — not a stack of ignored emails.
When organizations engage media support
Media relations work is most useful when there is a real story to tell and a spokesperson ready to tell it. That often means a product or leadership announcement, a policy position that needs earned amplification, or a window when industry coverage is shaping how clients and regulators perceive your firm.
Training engagements are equally common on their own: a CEO facing a first major interview, a newly elevated public face, or a leadership team that has been burned by an uneven past appearance and wants a disciplined prep process before the next one.
Questions about media relations
What does media relations from Perone Consulting include?
Engagements typically combine proactive outreach to financial, policy, and national media with hands-on training so executives are camera-ready when coverage opportunities arrive. Herb draws on a 30+ year network built as a journalist and as a public-affairs leader inside the SEC and major trade associations.
Do you only do media training, or also pitching and placement?
Both. Some clients engage Herb solely for on-camera and interview preparation. Others need outreach and placement support as well. Many engagements include both — because placement without preparation is a risk, and training without a path to coverage leaves capability unused.
What kinds of media does Herb work with most often?
Primarily financial, policy, trade, and national outlets — the press that covers regulated industries, Capitol Hill, and market-moving institutions. The exact mix depends on the client's objectives and risk profile.
How do I get started with media relations or training?
Book a complimentary 30-minute strategy call through the contact form on this site. Herb responds personally, typically within one business day, and will help you determine whether outreach, training, or both is the right next step.
Ready to talk through your situation?
Book a complimentary 30-minute strategy call with Herb — no obligation, no pitch. He responds personally, typically within one business day.
Book a Free Call →