A good spokesperson is not simply confident on camera. The person must understand the issue, the audience and the limits of what can be said. Preparation should begin with a short decision-focused brief.
Write the three points the audience must remember, the evidence supporting each point and the questions most likely to expose uncertainty. Include difficult questions about cost, delay, accountability and affected people. Practise answers aloud, then shorten them. An answer should respond directly before adding context.
Teach bridging without evasion. “What we can confirm is…” can be useful when followed by a real fact and a commitment to update. It becomes damaging when used to avoid every question. Agree who will correct an error and how quickly the organisation will publish missing information.
Run mock interviews for radio, television and phone, because each format creates different pressure. Review pace, jargon and empathy as well as factual accuracy. After the interview, capture follow-up requests and keep the spokesperson informed of developments.
Editorial note: Pair this guide with a downloadable briefing template at launch.
A practical spokesperson preparation routine
