Why Spokesperson Preparation Matters
Media interactions create high-stakes opportunities to shape public perception, explain your mission, and build stakeholder trust. Unprepared spokespersons risk delivering unclear messages, appearing defensive, or inadvertently creating communications problems.
Effective spokesperson preparation ensures your representatives communicate with clarity, confidence, and consistency - even under pressure or when facing difficult questions.
Developing Core Messages
Start with clear, concise core messages that support your communications objectives. Typically, you will develop three to five main points that you want audiences to remember and understand.
Good core messages are simple and jargon-free, audience-focused rather than organizationally-focused, supported by evidence or examples, aligned with broader organizational messaging, and memorable and repeatable.
Write messages in plain language, then test them with someone unfamiliar with your work. If they cannot repeat the main point back to you, simplify further.
Creating Supporting Points and Proof
Each core message needs supporting details that provide context, evidence, and credibility. Develop supporting points including relevant facts and data, concrete examples and stories, expert perspectives or quotes, and responses to likely objections or concerns.
Organize these into a message framework that spokespersons can reference, but avoid scripting responses word-for-word. The goal is to internalize key points and communicate them naturally, not recite memorized text.
Anticipating Difficult Questions
The most valuable preparation involves identifying and practicing responses to challenging questions. Consider questions like ones that require you to acknowledge problems or shortcomings, inquiries about controversial topics or criticisms, hypothetical scenarios that ask you to speculate, questions outside your area of expertise, and provocative or leading questions designed to elicit emotional responses.
Develop bridging techniques that acknowledge the question while redirecting to your core messages. Practice phrases like "What is important to understand is..." or "Let me put that in context..." that allow you to address the question while staying on message.
Practicing Delivery
Message development is just the first step. Spokespersons need practice delivering messages in realistic scenarios. Conduct mock interviews that simulate actual media interactions, include tough questions and interruptions, record practice sessions for review, and provide constructive feedback on content and delivery.
Pay attention to both what is said and how it is said. Body language, tone, pacing, and energy all affect how messages are received.
Mastering Different Media Formats
Different media channels require different approaches. Prepare spokespersons for the specific format they will encounter:
Print and online media: Expect thoughtful, detailed answers. You have time to think and provide context. Watch for quotes being taken out of context.
Broadcast television: Keep responses concise (15-30 seconds). Strong opening statements and visual presence matter. Maintain eye contact with interviewer, not camera.
Radio and podcast: Your voice carries everything - pacing, energy, and clarity are critical. Natural conversation style works better than formal delivery.
Live TV or crisis situations: Stay calm under pressure. Have your core messages ready. Do not speculate beyond what you know.
Tailor preparation to the specific medium and anticipated interview style.
Handling Crisis Communications
High-pressure situations demand additional preparation. In crisis communications, spokespersons must acknowledge the situation honestly, express appropriate concern or empathy, explain what you know and what you are doing, avoid speculation about things you do not know, and commit to providing updates as more information becomes available.
Practice staying composed when questions are aggressive or facts are unclear. The spokesperson's demeanor communicates as much as their words.
Post-Interview Review and Learning
After media interactions, conduct a brief review session. What went well? What could improve? Were core messages delivered effectively? Did any questions catch the spokesperson off-guard?
Use these reviews to refine messages, identify gaps in preparation, and improve future performance. Media relations is a skill that develops with practice and feedback.
Building a Spokesperson Roster
Do not rely on a single spokesperson. Develop a roster of prepared individuals who can speak to different topics or represent the organization in various contexts. Provide regular refresher training so skills stay sharp even when not actively engaging with media.
Having multiple prepared spokespersons provides flexibility, reduces burden on any single person, and ensures you can respond quickly when media opportunities or crises arise.