How do you train and prepare your spokespersons for media interviews in a PR crisis?

On a different note, I am not sure if the executives should be the ones to act as PR people. In my view, they may become defensive, which would limit their perceptual capability of the given situation. I used to teach the PR skills and practice various scenarios with my students.

The main job of the PR person during a crisis is to be the public crisis communication expert for the organization. Every organization should have a crisis communication plan on their shelf ready to be activated if needed, have their PR spokesperson fully informed of all information, and be prepared to respond to all questions when they address their audiences. They must come across as transparent, honest, compassionate, and empathetic. They should be prepared to explain what happened, the current environment, any continuing risks, and what is planned for the future. In addition, they should react quickly, take responsibility, be available and consistent, and insure that there is a unified and concerned message from the organization.

A word of caution here-media training should never be a one-size-fits-all approach. Each organization and spokesperson is unique, so it's important to tailor the training to their specific requirements. Avoid using generic or templated training programs. Start by developing a structured training program. A bespoke training should provide resources to help spokespersons structure their key messages/talking points effectively. It should train them in both verbal/ non-verbal communication; Teach them how to use tone, pace, eye contact, body language, and gestures to convey confidence and credibility. Furthermore, guide them in handling difficult questions, staying on course with key messages, and effectively bridging to important points.

Mock interviews are a valuable tool in media training, however, relying solely on them may not adequately prepare your spokespersons for real-life scenarios. Instead, go for simulations and on-camera training. Simulating realistic scenarios helps spokespersons experience the pressure and dynamics of a real media interview. Being on camera adds another layer of pressure and scrutiny, as spokespersons need to be conscious of their body language, facial expressions, and overall presentation. Utilizing software that puts the spokesperson on the hot seat can further enhance the training experience.

Preparing spokespersons for media interviews during a PR crisis requires proactive measures that go beyond crisis response. They need to be equipped with the skills and confidence to effectively engage with journalists and convey key messages. Regular media training, mock interviews, crisis simulations and role-playing exercises help spokesperson refine their responses and messaging. On-camera training helps them improve their body language and delivery. Companies should prioritize ongoing training and practice sessions to build the necessary skills and confidence well in advance. Effective communication during high-stress situations, where every word carries weight and can impact reputation and stock values, requires consistent practice.