Former TV journalist shares media industry secrets in new online media training course

After 12 years as a TV and radio journalist for the Seven Network and Nine Network, Jessica Ridley, founder of By The Way Media, is launching the ON AIR Media Training Short Course, promising to reveal newsroom secrets and industry know-how to help businesses gain media coverage and share their stories confidently.

Over the last four years, Ridley and her team have coached leaders from major corporations such as ANZ, Medibank, Lendlease, and various government agencies. But her true passion is working with small businesses and startups, having spent years telling their stories on national news bulletins.

“Time and cost are common barriers to media and presentation training for small businesses,” says Ridley. “90% of our clients are CEOS and top executives – but they’re not always the best spokesperson for media, as they can be too removed from the customer. That’s why we designed this course for both larger leadership teams and small business owners.”

In today’s content-driven world, camera and presentation skills are no longer optional—they’re essential. More than ever, authenticity and empathy play a crucial role in how a message is received. “We are seeing too many leaders come unstuck in interviews or ambush situations where they’re confronted by someone with a camera, and that footage goes viral,” Ridley explains. “That’s why we’re training leaders not only for media interviews, but for all situations—including how to communicate directly with their customers and understand their audience’s perspective better.”

The ON AIR Media Training Short Course is a collaboration with former TV producer Allex Conley, who has worked across Channels 7, 9 and 10 for shows including Sunrise, Today Show and The Project, before transitioning into PR. The course combines their collective experience and offers practical tools that help participants tell engaging, compelling stories.

“I used to produce Jessica’s live TV crosses when she was on the road with Sunrise. Now we’ve joined forces on this exciting project,” Conley says. “We’ve bottled our skills and insider TV knowledge to make it more widely available. We’re of the firm belief that if you can speak to a camera or a journalist, you can blitz any other speaking opportunity.”

Having worked 15-hour days, chasing stories and tight deadlines, Ridley knows firsthand the intense demands on journalists. “Most people don’t realise how stretched journalists are. These days you’re lucky if a reporter even shows up in person for an interview—many times it’s done over the phone. This presents a unique chance for businesses to take control of an interview and deliver their message clearly,” Ridley explains.

Newsrooms are understaffed, and the fast pace of modern journalism means that reporters are looking for concise, engaging stories that can cut through the noise. Ridley’s course teaches participants how to tell the short version of their story, use descriptive language, and bring data to life with relatable examples—skills that make a journalist’s job that bit easier.

Public speaking remains one of the greatest fears for many people—ranking higher than the fear of heights or even death. “We see everyday how nervous people get before speaking opportunities,” Ridley shares. “Our course is designed to put them at ease, whether they’re preparing for a media interview or an important presentation.”

With decades of combined experience, the By The Way Media team helps participants build confidence and manage nerves by providing practical tips, such as picturing a familiar person in the audience to make the process less intimidating.

The ON AIR Media Training Short Course stands out from traditional training methods with its engaging format, featuring news headlines, over 400 illustrations, and animation that make it feel like a broadcast television show. “We can’t be teaching people how to be engaging if our content isn’t,” Ridley says. “After speaking with corporate clients about their online learning programs, it was clear that many of them were boring and uninspiring. We wanted to create something easy to watch, informative, and fun.”

The course also teaches participants how to command an interview or speaking opportunity, and how to present themselves as a go-to expert. From managing tough questions to handling media pressure, participants are empowered to take control and communicate with clarity.

For more information on the course, go to: https://btwmedia.com.au/online-programs/