This Spokesperson Coaching course is an instructor-led discussion making clear what everyone needs to know before talking to the media following a crisis incident.

The training explains how to manage the victim dimension of a crisis, identify important audiences, stablish key messages and manage an interview or news conference. The session also includes a discussion on “Agenda Setting,” how to relay important messages and bridge back to key points to keep the interview on track.

As a practical exercise, the course outlines the elements of a news conference and provides participants with a template for organizing their statements and addressing the media after a critical incident.

Participants will receive custom-tailored scenarios, based on an ongoing, anticipated or crisis-related issue they could discuss with a reporter. These scenarios provide an opportunity for spokespersons to get comfortable creating and using key messages while providing the necessary information to a reporter with clarity, compassion and confidence.