A preview of the template
A working reference for whoever speaks for [Company name]: what to prepare before an interview, how to handle hard questions, and what never to say. Read it before every interview and update it every year.
What is inside
- 1. The spokesperson's role
- 2. Before the interview
- 3. During the interview
- 4. Bridging back to your message
- 5. Hard questions and how to handle them
- 6. Television and radio
- 7. In a crisis
- 8. Never say
- 9. After the interview
1. The spokesperson's role
The spokesperson is the company's voice to the media. They never improvise a position that has not been agreed, and never leave a question without an answer that keeps trust. Current spokesperson: [Spokesperson's name], [their title].
- Speaking for the company in interviews, press conferences and statements.
- Staying with the agreed messages and checking with Communications on anything beyond them.
- Building professional relationships with journalists, based on accuracy and speed.
- Telling Communications about every media contact, even informal ones.
2. Before the interview
- Know the journalist and the outlet: what have they written about the company and the sector, and who reads them?
- Set the goal: what must the reader or viewer come away with?
- Write three messages, no more, each with a proof point and a story.
- Check the figures and make sure they are public and may be quoted.
- Write the ten hardest questions you expect and rehearse the answers out loud.
- Ask about the format: live or recorded? How long? Other guests?
- Agree with Communications on what you will not discuss.
| Message | Proof point | Story or example |
|---|
| | |
| | |
| | |