Who’s your spokesperson?

In times of high angst when media calls are stacking up, or perhaps a roving TV reporter with a mobile van is knocking on the front door, who is your spokesperson?

Few businesses or organizations are prepared for this sudden invasion. And if you’re involved in a high profile undertaking, or anticipating one with the potential of attracting media scrutiny, an investment in spokesperson training is a must.

It always amazes us when smart organizations run by professionals with page-long vitaes, trot out a slick with a Madison Avenue visage, or worse yet—an FBI post office wanted listing type out of central casting—for official company announcements, media features, or the latest crisis.

How to avoid this?

Consider a crash (several hour) media training session with someone who knows the business of media relations.

Lessons learned from that experience can include:

Establishing a dialogue with a reporter. Querying them about the story they’re working on. What’s its focus? Your angle? What’s the reason for the story? Are you interviewing others? Sample questions? Deadline?
Tips on working with print and electronic media. Be honest and professional. Avoid going ‘off-the-record.’ Prevaricators are inevitably caught in their evasions by savvy journalists with long memories. Don’t say anything you don’t want printed or broadcast.

Practice in front of a live camera fielding tough questions can be invaluable in building confidence for a real time on-air appearance.

The media are not your mouthpiece, and legitimate journalists loathe attempts to manipulate them. Don’t go there.

Books and Internet postings on media relations abound. The important thing is do your homework before a reporter is on your doorstep. Preparation is everything.