5 things a crisis communication spokesperson does

Being the face of the organisation in a crisis is a BIG ask.

So a spokesperson must ask a few things in return before doing an interview.

Here are 5 things great spokespeople do in a crisis:

Complete clarity on what they can say publicly at this stage.
Answers on information gaps. Even if the details are not available.
Space to rehearse key messages, and their way of saying them.
Confidence to make the most of the interview, conveying empathy and personal commitment.
A reliable deputy for their usual role so they can focus on the media.

Be brave