Essential Best Practices for Spokespersons
What the Spokesperson Must Do
- Know company policies: Understand how information is released. You are not the boss; respect the established chain of command.
- Understand permanence: Once information is released, it cannot be retracted.
- Stay on topic: Never answer questions outside the scope of the issue.
- Always tell the truth: It is better to say, "I cannot comment on that," than to lie.
- Provide background: The more context you provide, the fewer follow-up questions you will receive.
- Use visuals: Enhance your message with supporting visual aids.
What the Spokesperson Must Not Do
- Avoid inappropriate emotions: Do not show hostility or excessive friendship. This is business, not personal.
- Do not react with temper: Even if a question is biased or false, remain calm. Pause for three seconds before replying.
- Mind your body language: Your non-verbal cues are just as important as your words.
- Let people speak: Allow journalists to finish their questions without interruption.
- Control the flow: Do not allow never-ending questions. Maintain a one-question, one-answer format to ensure fairness.
- Use appropriate language: Avoid unprofessional or offensive words.
- Modulate your voice: Ensure your message is clear and audible without being overly loud.
- Maintain consistency: Answer all questions at the same level; do not show favoritism toward specific inquiries.
- Avoid technical jargon: Remember that you are speaking to journalists, not industry experts.
- Be careful with humor: Use it sparingly or avoid it to prevent misunderstandings.
- Avoid vague answers: Never use phrases like "I guess yes."
- Keep personal opinions out: Your views are irrelevant; you are speaking on behalf of the company.
- Do not show off: Maintain humility and focus on the message, not yourself.