Trained by the people who used to ask the questions.
Erbut is led by Dan Ilett, a former journalist who has spent the last twenty years on both sides of the chair. The trainers are working journalists, not retired PR consultants, which is why the coaching translates straight into the real interview.
Dan Ilett
Dan started as a business and technology journalist at CNET, then moved through the Daily Telegraph, the Economist Group and the Financial Times, writing daily on the stories executives most needed to handle in the press. He founded Greenbang, an independent intelligence brand cited by the United Nations and the European Commission. He served as founding editor of CoinDesk and shaped the editorial voice of one of the most-read crypto publications in the world. Today he runs The Proposition, a consultancy that works with Fortune and FTSE leaders on how to tell the right story in commercial conversations.
He is an Anthropic Partner, working with AI in the practice of media training and editorial production. He coaches founders, CEOs, public sector leaders and board members through the moments where what they say is on the record, on camera, or on the front page.
The trainers
Every Erbut trainer has worked or still works as a journalist on a major UK or international outlet. That is the bar. We do not hire former in-house comms managers, agency executives, or PR consultants. We hire the people whose questions you are about to face. The training session is the dress rehearsal for the real one.
How we work
We run public group cohorts in central London for individuals and small teams who want to learn alongside peers. We run on-site corporate training for leadership teams who want the whole bench prepared together. We run one-to-one executive coaching for the specific high-stakes interview, board meeting or keynote that is already on the calendar. Every format is built around The Erbut Method.
Where to start
If you have a specific interview, podcast, panel or speech coming up, book a strategy call. If you want to understand how we work first, read The Erbut Method or browse the course catalogue. If you want a single page primer before any meeting, get the free Press Interview Survival Kit.