How to Prepare a Spokesperson for a Media Interview
Prepare a spokesperson by agreeing the purpose of the interview, the three points they must make, the evidence behind them and answers to difficult questions, then rehearsing aloud.
To prepare a spokesperson for a media interview, agree what the interview should achieve, the few points they need to make, the evidence behind each point and how they will handle difficult questions. Then rehearse aloud, in conditions close to the real format.
For organisations in Ghana appearing on radio, television, podcasts or in print, preparation is the difference between an interview that explains your work and one that simply fills airtime.
Understand the interview before agreeing to it
Find out the programme or publication, the audience, the format and the length. Ask whether it is live or recorded, whether other guests will appear and what topic the journalist wants to cover. A short news radio segment and a long-form podcast conversation need different preparation.
Decide whether the interview serves your objective. If the topic is outside what your spokesperson can discuss with authority, suggest a better-suited person or decline politely.
Choose the right spokesperson
The spokesperson should be able to speak with knowledge and authority on the subject. A founder may be the right voice for the organisation's purpose; a programme lead may be better for operational detail. Confirm that the person has the time to prepare and is comfortable with the format.
Agree three key points
Write the three things the audience should understand after the interview. Keep them short enough to say in a sentence each. Add one fact or example that supports each point.
For an event, the points might be what the event is, who it is for and how to attend. For an organisational announcement, they might be what is changing, why and what it means for the people affected.
Prepare for difficult questions
List the questions you would least like to be asked, then agree honest answers. Include questions about cost, past problems, criticism, competitors and anything currently in the news that the journalist might connect to your organisation.
If something cannot be discussed, prepare a truthful explanation of why. Saying that a detail is still being finalised is better than guessing. Never ask a spokesperson to say something that is not true.
Brief the spokesperson in writing
Give them a one-page briefing note with:
- The programme, journalist, audience, format, date and time
- The purpose of the interview
- The three key points and supporting facts
- Likely questions and agreed answers
- Names, titles and figures that must be stated correctly
- Where to send people for more information
Rehearse aloud
Practise the interview with a colleague playing the journalist. Use realistic follow-up questions and interruptions. For broadcast, practise speaking in short sentences and pausing before answering. For television or video, check clothing, background and how the person looks on camera.
Listen back. Most spokespeople discover they speak too quickly, use internal jargon or bury the main point at the end of a long answer.
On the day
Arrive early or test the connection if the interview is remote. Have the briefing note to hand but avoid reading from it. Answer the question asked, then connect back to a key point where it is relevant. If a mistake is made, correct it during the interview if possible.
After the interview
Thank the journalist and send any promised information quickly. Record the coverage when it appears and note which points came through. Use what you learn to improve the next briefing.
Our Women of Valour work included PR and media outreach with JoyFM, StarrFM, GHOne TV and UTV, where preparation and accurate information supported each appearance.
PR369's Strategic Communications and PR service includes media relations and spokesperson preparation. Email info@pr369.com with the interview, the spokesperson and what you want the audience to take away. We will begin with a strategy conversation.
