As a PR Account Executive, my role is to create opportunities for clients to engage with the media – sparking curiosity, igniting meaningful conversations, and building brand visibility through storytelling. But for many professionals, refining their day-to-day expertise into a snappy comment or sitting down with a journalist can feel daunting.
When a story breaks or an opportunity arises, there are spokespeople I instinctively think of. I’m curious to hear their take, and I know journalists would be too. These are the individuals who deeply understand their company’s messaging and can bring clarity to complex issues. The difference between these spokespeople and others isn’t the depth of their expertise, but their confidence to share it.
This kind of confidence doesn’t have to be innate, it is something that can be built, and engaging with a strategic PR programme can help you develop it. Below are some tips we share in our media training sessions to help professionals feel empowered and prepared when speaking to press.
Own the Agenda
Experienced spokespeople know how to bring a question back to their own agenda – whether in writing or in person.
When an opportunity is shared with you, consider how you can answer in-line with your company messaging, and how you would like to leverage the resulting content in conversations with clients and stakeholders. If you’re heading into an interview, be sure to map out key messages and define any items you want to cover at the beginning of the interview. This allows you to lead the discussion as well as answering questions, which also increases the value for the journalist.
Understand the Dynamics
Any PR professional will tell you, and their clients, that nothing is ever off the record. Even if you say it is, or the recording has stopped, whatever you say can still make it into the media. This doesn’t mean you have to be guarded, but be aware. Don’t speculate, critique competitors, or guess at financials.
At all times, remember you are completely in control of what you do and do not want to say. For example, if you don’t have the answers to hand for a question, it demonstrates thoughtfulness to respond, “I’m happy to look into that further and get back to you with an answer.” A journalist may employ a technique such as a pregnant pause to prompt you to share more information, which you can use as an opportunity to take a breath. You are there to offer expertise that journalists can trust, but you don’t need to share more than you want to.
Be Confident in Your Input
One of the most common barriers in media programmes is hesitation. Spokespeople may delay responses, decline interviews, or second-guess their readiness. In the deadline-driven world of PR, this can mean the difference between securing or missing out on great coverage.
While it can be daunting, if your PR or marketing team is flagging an opportunity to you, it’s because your voice adds value. Similarly, if a journalist wants to speak with you, they trust you to enrich their story. Think of it as when a journalist is crafting a feature or thought leadership piece, they’re painting a picture of their industry – and your insight is adding colour.
As you respond to more opportunities, you may find you are repeating yourself. This is great! By the time you’re bored of your own messaging, it’s just beginning to stick with your audience, and you are building your reputation as a thought leader within your space.
Final Thoughts
The best media spokespeople are confident, clear, know how to drive their agenda, and are quick to jump on opportunities. Direct interaction between spokespeople and the media creates connection and trust with customers, who value the spokesperson’s expertise to help them solve their business problems.
Want to help your team step into the spotlight with confidence? Get in touch with us to explore how strategic PR and media training can unlock the power of your people.