Expert guidance to prep your spokesperson—before a crisis hits

It takes more than just memorizing a script. Here’s how to handle tough questions in a thoughtful, genuine and safe manner.

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In the world of media training and media interviews, there are some serious flaws you should avoid at all costs—especially when you must do a media interview during a crisis.

Remember these truths:

Your best bet for your spokesperson? Read from a script. The pre-written news release should be your script for your news conference. Your news release should proactively answer every question you are going to be asked.

“That’s impossible,” you say?

“How can that be done,” you ask?

I bet you are thinking, “No one knows every question you are going to be asked in a news conference.”

Surprise. There are only two types of questions that get asked in a news conference.

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