When a journalist calls, your spokesperson becomes the face — and voice — of your company. The right words can build trust and credibility. The wrong words can spark confusion, controversy, or even a crisis.
That’s why media training is essential for anyone who might represent your business in interviews, whether it’s a CEO, a department head, or a subject matter expert. With preparation, your spokesperson can project confidence, deliver key messages, and protect your reputation.
Here are the essentials every company should cover when training a spokesperson.
1. Master the Message
A media interview isn’t a casual conversation — it’s an opportunity to deliver your company’s story. Spokespeople should always know the 2–3 key messages they must communicate, no matter what questions come their way.
🔑 Training Tip: Practice “bridging” — a technique to steer answers back to key messages without sounding evasive.
2. Anticipate Tough Questions
Every story has potential challenges. A trained spokesperson doesn’t get caught off guard — they rehearse answers to difficult questions in advance.
🔑 Training Tip: Run a mock interview where colleagues play the role of journalists, including hardball questions.
3. Keep It Clear and Concise
Journalists need quotes that are short, sharp, and memorable. Long, jargon-filled answers rarely make it into print.
🔑 Training Tip: Encourage spokespeople to use analogies, examples, or statistics that bring clarity.
4. Manage Body Language and Tone
Non-verbal cues can be just as important as words. Nervous gestures, avoiding eye contact, or a defensive tone can undermine credibility.
🔑 Training Tip: Record practice interviews so spokespeople can review and refine their delivery.
5. Practice Under Pressure
Real interviews can be stressful. The best training simulates that environment so spokespeople feel confident when it matters most.
🔑 Training Tip: Time responses and practice with cameras rolling to create real-world pressure.
Conclusion: Preparation Builds Confidence
A confident, well-trained spokesperson is one of your company’s strongest assets. With the right training, they can deliver your message clearly, handle tough questions with poise, and protect your brand reputation.
Free Download: Media Training Cheat Sheet
👉 Give your spokespeople a head start with our quick-reference cheat sheet of do’s, don’ts, and techniques for mastering media interviews.
