Spokesperson Prep and Interview Basics

• Prepare concise briefing documents with key messages.
• Use pivot phrases and bridging techniques to control the interview.
• Follow up with post‑interview reviews for continuous improvement.

Media interviews play a huge role in shaping public perceptions of your organization. Whether you're responding to news events or sharing new information, a well-prepared spokesperson can make the difference between success and miscommunication.

The right preparation boosts credibility and ensures key messages come across clearly. Poor preparation can lead to missed opportunities and even damage your reputation.

This guide is for PR professionals, corporate communicators, and anyone involved in media relations who wants to help their spokesperson perform at their best.

1. Briefing Documents and Key Messages

A solid briefing document is your spokesperson’s blueprint. It should include key messages, supporting statistics, and examples.

As noted in multiple sources, including practical guides from Harvey Leach, flagship tip is to craft a 30‑second sound bite that clearly outlines two or three key points. Doing so ensures the spokesperson can effectively start the interview with clarity and confidence. This step is vital because it helps prevent your spokesperson from waiting for the “right” question to bring up their points.

2. Pivot Phrases and Bridging Techniques

Pivot phrases are essential for steering the conversation back to your core messages. The bridging technique follows three steps: Acknowledge the question directly, Bridge using a pivot phrase such as “what’s really important is…” or “let me put that into perspective…”, and Communicate your key messages.

Using this method helps control the conversation even if difficult questions come up. Several experts, including resources from VirtualSpeech, emphasize that bridging is not about evasion; it is about ensuring your message remains the focus. The right pivot phrases allow a spokesperson to steer back towards the prepared messages without sounding scripted.

3. Post‑Interview Follow‑Up

The interview doesn’t end when the camera stops rolling. Post‑interview follow‑ups provide an opportunity to reflect on performance. A review of the interview helps identify what worked well and what could be improved next time.

It’s helpful to get feedback from colleagues or even use recordings to analyze body language and tone. As noted in advanced training guides such as those from Media First, refining your approach based on feedback is crucial for skill improvement.

4. Preparing for Difficult Questions

Even the best spokesperson may face questions that seem challenging or off-topic. Preparation here means anticipating such queries and preparing brief, fact-based responses. For instance, if the topic shifts unexpectedly, the spokesperson should confidently use bridging techniques to return to the key messages.

Familiarity with potential negative questions and practicing responses can help quell nerves and boost confidence. Repeating messages naturally builds credibility and leaves a lasting impression on the audience.

5. Practical Practice Sessions

Practice is essential. Utilize mock interviews either with colleagues, via virtual reality simulations, or with a professional media trainer.

Expert sources emphasize the advantage of real interview simulations—filming sessions can expose nervous habits, and repeated practice helps refine the natural flow of speaking. As highlighted by IdeaGrove, pairing detailed prep calls with live practice sessions significantly improves performance.

• Overloading with Information: Too much detail in briefing documents can be overwhelming. Instead, distill the information into key messages and concise points.
• Lack of Practice: Without sufficient mock interviews, a spokesperson might falter under pressure. Fix this by scheduling regular practice sessions.
• Using Jargon: Ensure all communications use simple language. Remind the spokesperson to speak as if the audience is unfamiliar with technical terms.
• Ignoring Follow-Up: Failing to debrief can mean missed learning opportunities. Always conduct a review session after interviews.
• Not Anticipating Difficult Questions: Prepare for both expected and unexpected questions by brainstorming potential areas of difficulty beforehand.

Begin by reviewing your current spokesperson preparation materials. If you haven’t created a concise briefing document, take time now to draft one centered on three key messages.

Schedule a mock interview session to test pivot phrases and bridging techniques. Remember, effective communication builds credibility and trust.

For more in‑depth training, consider media training courses suggested by reputable sources, which can further empower your spokesperson. For additional resources and guidance, check out VirtualSpeech for practical tips, and IdeaGrove for quick preparation strategies. Taking these proactive steps will ensure your spokesperson is not only prepared but empowered to deliver your organization’s message with clarity, confidence, and impact.

Regular feedback and continuous improvement are the cornerstones of successful media engagement.