Media Spokesperson Training

Participating in media interviews may seem daunting. The following are 10 quick tips to help you prepare and successfully navigate through a media interview. Additionally, the following is a link to an in-depth Media Spokesperson Training presentation, which provides additional instruction, insights and techniques (and requires 30-45 minutes to complete).

 

1. Start with AMP: Anticipate, Message, Practice

Prepare for an interview by 1) anticipating possible questions and determining answers. 2) Develop 2-3 key messages to proactively communicate throughout the interview. And, 3) make time to practice answering questions aloud. This should be done in collaboration with your Media Point Person.
 

Even if you only have a few minutes, practice answering questions that someone (in your inner circle) asks as part of a simulated interview.

• Work to get a grasp of the general idea of the answers and messages without memorizing so you sound natural (avoid being canned).

• Do your best to keep it simple. Over rehearsing can be counterproductive.

• Conduct practice interviews behind closed doors (not within sight or earshot of the media).
   

2. Avoid Saying No Comment

The words “No Comment” are very negative and imply someone is guilty, hiding something or being deceptive. Instead use one of the following:

• “I can’t go into detail regarding that, but what I can tell you is…”

• “For confidentiality purpose, that is something we can’t disclose”

• “Because this is part of the ongoing investigation, we have been asked not to discuss, but what I can tell you is…”

• “While I can’t go into specifics, what I can tell you is…”

• “Your questions point out a common misperception, let me explain…”

• “Until we have more information, all I can tell you is...”

  

3. Delegate Questions Outside of Your Purview

If you are asked to speak on behalf of someone else, or if you are asked a question that is more appropriate for another party, delegate the question. For example: if asked a question for law enforcement, kindly tell the reporter that it wouldn’t be appropriate to answer and that they need to ask law enforcement. 

 

4. Delegate the Answer When You Don’t Know

It’s okay not to know the answer to a reporter’s question. Never guess or wing it. If you don’t know or aren’t sure of the answer, tell the reporter that you don’t know and that you will look into it and get back to them with the information.

 

5. Redirect When You Delegate Questions or Answers

When you direct a journalist to talk to a more appropriate source or tell them you will look into the question and get back to them, try to provide something useful that redirects the conversation.

• Use this formula: “While I can’t speak about X, what I can tell you is Y.”

 

6. Don’t State or Repeat the Negative

Negative statements make good quotes and headlines. Work to affirm who and what you are instead of communicating the negative. If asked a negative question, instead of repeating this as part of the answer, use one of the following:

• “That’s not the way we look at it…”

• “We wouldn’t characterize it that way…”

• “That is a common misperception, let me explain…”

• “That is not the case anymore, let me explain when things changed…”

• “Actually…”

 

7. Avoid Answering Hypothetical Questions

The media will likely ask you hypothetical questions about possible outcomes, motives and scenarios. The answers to these can be very damaging and become a distraction. If you are asked a hypothetical question, tell the journalist you can’t speculate and then redirect.  

 

8. Don’t Over Communicate

Reporters will often use silence after asking hard questions to make their subject feel uneasy and say more than they should. Stop talking after you have answered the question and let the reporter be the next one to speak even if there is a long, awkward silence.

 

9. Don’t Speak Off the Record or Say Anything You Don’t Want Reported

It is important to remember that anything you say to a journalist before and after a formal interview, as part of a phone conversation or even during an informal meeting could find its way into a story.

Also, avoid speaking “off the record.” Journalists have different understandings of this term and there are many instances when spokespeople have been burned.
 

If asked to speak off the record, politely decline and reiterate what you can tell the journalist (on the record).

 

10. Relax and Think/Be Positive

Take a few minutes before an interview or press conference to let go and relax. Get a drink of water, practice breathing or power poses. Be confident going into the interview and think and be positive.