It can sometimes get a little intense when preparing clients to meet with the media, whether via general media training sessions, or coaching for one off interviews.
Clients just want to get their stories across, and may not be used to the tough questions that can come with interviews. They might not like being challenged, or confronted with the reality that the reporter might intentionally try to get a reaction. Or, they may be nervous in anticipation of an interview with a reporter that is known to be an aggressive cross examiner.
The media trainer, on the other hand, just wants to do a good and thorough job in preparing the spokesperson to meet with the press. We are the messengers, and prefer not to be the proverbial ones that get shot or caught in the cross fire.
Yet that is what the NY Times says happened at eBay when Meg Whitman reportedly shoved an employee who was preparing her for an interview. According to the Times
In June 2007, an eBay employee claimed that Ms. Whitman became angry and
forcefully pushed her in an executive conference room at eBay’s
headquarters, according to multiple former eBay employees with knowledge
of the incident… The employee, Young Mi Kim, was preparing Ms. Whitman for a news media
interview that day.
Media relations takes time and patience. Here is an interesting video of a another media relations dispute.
http://wellonscommunications.com/pr-blog/2010/05/26/a-lesson-in-bad-media-relations/