How do you train and prepare your media spokesperson for a crisis interview?

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A crisis interview is one of the most challenging situations for any media spokesperson. It requires not only delivering clear and accurate messages, but also managing emotions, expectations, and reputations. How do you train and prepare your media spokesperson for a crisis interview? Here are some tips to help you and your spokesperson handle the media pressure with confidence and credibility.

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Ahlem Mahroua ??

?? CMO and Board Advisor for Impact Startups | ?? ex-Google | ?? 0 to €13M ARR in 4 Years | ?? Public Speaker, Mentor &…

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Federico Alcazar

Ayudo a emprendedores a potenciar su marca personal en Linkedin

1 Assess the situation

Before you agree to a crisis interview, you need to assess the situation and the potential risks and benefits. What is the nature and extent of the crisis? What are the media's objectives and angles? What are the key messages and facts that you want to communicate? How can you protect your brand and stakeholders from further damage? Based on your assessment, you can decide whether to accept, decline, or postpone the interview, and how to prepare your spokesperson accordingly.

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Roberto Isaac

Data-Driven Content Strategist | Building Bridges Between Brands & Diverse Audiences
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If it is public, have someone else look over social media to get a pulse of what is being said and how it is developing. Communication is crucial. Pick up the phone and talk with your trusted advisors, team, group, and develop a plan. To avoid misinterpretation, I recommend communicating through video chat or phone calls during times of crisis.

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Jha Arunima Esq. (CIPP/E)

Specialized Counsel in TMT, IP Governance, Private Equity & M&A | Ex-BookMyShow | Expert in Commercial Law, LLM & MBA (Finance)
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Training and preparing a media spokesperson for a crisis interview involves several key steps. First, provide comprehensive media training to ensure they understand how to effectively communicate messages, maintain composure, and handle tough questions. Next, simulate realistic crisis scenarios in mock interviews to practice response strategies and build confidence. Offer feedback and coaching to refine their communication skills and address any weaknesses. Additionally, equip them with key messaging points and background information on the crisis to ensure they're well-prepared to convey the organization's stance accurately and empathetically.

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Ruturaj Jejurkar

Public Relations Account Manager at The Good Edge with expertise in Digital Journalism
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Preparing a media spokesperson for a crisis interview starts with a thorough situation assessment. Understand the crisis, media objectives, and key messages. Weigh the risks and benefits. Decide to accept, decline, or postpone based on this assessment. Prepare your spokesperson to protect the brand and stakeholders with clear, strategic communication.i

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2 Choose the right spokesperson

The choice of the spokesperson is crucial for a successful crisis interview. You want someone who is knowledgeable, trustworthy, and articulate. They should be able to answer difficult questions, address concerns, and express empathy. They should also be familiar with the media outlet, the interviewer, and the audience. Depending on the situation, you may want to choose a senior leader, a subject matter expert, or a third-party advocate. Whoever you choose, make sure they are aligned with your goals and messages, and that they have the authority and credibility to speak on behalf of your organization.

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Roberto Isaac

Data-Driven Content Strategist | Building Bridges Between Brands & Diverse Audiences
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Companies should ensure that all talent receives media training. Teams should know only approved people can speak to media outlets about the business/company.

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3 Train and rehearse

Training and rehearsing are essential steps to prepare your spokesperson for a crisis interview. You should provide them with a briefing document that outlines the background, context, and objectives of the interview, as well as the key messages, facts, and statistics that support your position. You should also anticipate the most likely and difficult questions that the interviewer may ask, and prepare clear and concise answers that address the main points and avoid speculation, defensiveness, or blame. You should also coach your spokesperson on how to use positive language, body language, and tone of voice to convey confidence and sincerity. Finally, you should conduct mock interviews with your spokesperson, using realistic scenarios and feedback, to help them practice and improve their skills.

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Federico Alcazar

Ayudo a emprendedores a potenciar su marca personal en Linkedin
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Preparar a un portavoz para una entrevista de crisis es esencial. El entrenamiento incluye la comprensión profunda de la situación, la identificación de mensajes clave y la anticipación de preguntas difíciles. Ensayos simulados permiten perfeccionar respuestas y mejorar la confianza. La autenticidad y empatía son cruciales, así como mantener la calma bajo presión. Proporcionar información precisa y transparente contribuye a gestionar la percepción pública. La formación continua asegura que el portavoz esté preparado para manejar escenarios imprevistos. En una crisis, la combinación de preparación sólida y habilidades comunicativas eficaces es fundamental.

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Roberto Isaac

Data-Driven Content Strategist | Building Bridges Between Brands & Diverse Audiences
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Just like school with mock trials, a spokesperson should practice talking about the company in various environments. Practice should include a friendly interview and an aggressive interview. Consistency in messaging is crucial for the spokesperson in all instances.

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4 Monitor and follow up

After the crisis interview, you should monitor and follow up on the media coverage and the public reaction. You should evaluate how well your spokesperson performed, how effectively they delivered your messages, and how they handled the challenges and opportunities. You should also identify any gaps, errors, or misunderstandings that may have occurred, and take corrective actions if needed. You should also thank the interviewer and the media outlet for their time and attention, and provide them with any additional information or resources that may be relevant. Finally, you should communicate with your internal and external stakeholders, and update them on the situation and the outcomes of the interview.

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Roberto Isaac

Data-Driven Content Strategist | Building Bridges Between Brands & Diverse Audiences
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Leverage social media and get a pulse on reactions from people and media. If the topic is sensitive, it may be best to have others check the comments and feedback to summarize the commentary and manage the emotions of those affected by the crisis.

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Ruturaj Jejurkar

Public Relations Account Manager at The Good Edge with expertise in Digital Journalism
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Couple of things to do after a crisis interview: It's crucial to monitor media coverage and public reaction across traditional and digital platforms. Keep your team and stakeholders informed about the situation and interview outcomes. Assess your spokesperson's performance and their handling of challenges, providing prompt feedback for future improvement. Address any mistakes or misunderstandings with the journalist to maintain accuracy and trust.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ahlem Mahroua ??

?? CMO and Board Advisor for Impact Startups | ?? ex-Google | ?? 0 to €13M ARR in 4 Years | ?? Public Speaker, Mentor & Consultant
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Imagine training and preparing your media spokesperson for a crisis interview like Disney does. When Disney faced challenges during park closures, their spokesperson was well-prepared with key messages and anticipated tough questions. They conducted mock interviews, simulating high-pressure scenarios to build confidence. They also used data from past crises to guide responses, ensuring transparency and empathy. An unexpected fact: companies with well-prepared spokespeople can mitigate negative media coverage by up to 30% (source: PR News). By following Disney's example, you can ensure your spokesperson handles crisis interviews with poise and effectiveness.

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How do you train and prepare your media spokesperson for a crisis interview?

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1 Assess the situation

2 Choose the right spokesperson

3 Train and rehearse

4 Monitor and follow up

5 Here’s what else to consider

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