Keep your spokespersons sharp between media training sessions

Are your spokespersons practicing enough to keep up with reporters?

Reporters hone their interview skills almost daily. They are constantly talking with sources as they seek to develop story after story.  They are professionals who practice their trade daily. How often do your organization’s spokespersons practice their interview skills? You’re kidding yourself if you think your spokespersons can keep up with a good reporter during a media interview without regular practice.

Ideally, spokespersons should receive media training every year or at least every other year. And, in between sessions there are several things you as their media relations guru can do to help them stay sharp. Here are five habits that I always use and highly recommend:

1. Share video clips – send them video clips of both good and bad examples of spokespeople that you see on daily TV news or that you find on YouTube. Most of us are visual learners. It’s so helpful to see someone doing what we need to emulate or avoid. Ask them to review and then share their observations with you.
2. Feedback — offer feedback on their presentations and interviews. Don’t be afraid to point out bad habits or mistakes, but don’t dwell on them. Use the opportunity to help them understand what they can do to improve.
3. Pre-interview prep sessions – help your spokespersons prepare for media interviews by scheduling prep sessions a day or two prior to the interview.
4. Prepare a media briefing document – share a media briefing document for your spokespersons that includes background on the reporter and lists the likely interview questions.  Reach out to me if you want a good template.
   • Be sure to include the key messages you want them to proactively seek to weave into every answer.
   • Develop and add a Q&A that lists the anticipated questions along with answers derived from the key messages.
5. Role playing — use your key messages and Q&A documents to engage your spokespersons in role playing exercises on a frequent basis. Make them part of every prep session prior to a media interview. Play the role of tough reporter. Keep simulated interviews short — about 4-5 minutes. Offer coaching and feedback in between interviews.  

If you consistently practice these five habits, you will help your organization’s spokespersons stay sharp and be ready to deliver great interviews whenever the opportunity arises. They’ll avoid blunders, stay on message, and help you manage your organization’s reputation better than ever.