Most organisations spend hours perfecting a statement but overlook spokesperson preparation.
They then hand that statement to someone who has often not seen it before that morning, and wonder why the interview doesn’t land.
A statement is only as strong as the person delivering it. Which means spokesperson preparation isn’t optional, it’s the most important part of your entire crisis response.
Over the years, I’ve developed a pre-interview brief I give every spokesperson before they face a journalist.
Not a script. Not a list of things to avoid. Rather, a brief that means they walk into that interview knowing exactly where they stand.
This is it.
A strong statement is only effective if the person delivering it is ready for the pressure of a journalist’s questions. If you need to ensure your leaders are fully prepared, find out more about our media training and preparation services.