How do you prepare technical staff for their role in the media spotlight? We’ve been doing this over the past seven years, as media trainers for the Canadian Coast Guard and the Department of Fisheries and Oceans with the Government of Canada. We help scientists, biologists, captains, conservation officers, spill response experts, engineers, first responders, search-and-rescue and Coast Guard staff calmly deliver information to the public during periods of intense media scrutiny. ZINC coordinates media training workshops, shares background info on how reporters work, coaches spokespeople on interview tactics, and arranges on-air and on-camera practice. We love this work and sharing what we know: three ZINC trainers have backgrounds at CTV, Global News, and CBC radio and TV.