Spokesperson Tips

Module D2

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 Module objective
By the end of this module, you should be able to
● Describe the 10 golden rules for being a good spokesperson
● List at least 3 components for being in control of an interview
● Demonstrate at least 2 examples in using bridging techniques

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 The role of a spokesperson

● Communicate information that the public

wants or needs to prevent and reduce illness,
injury, or death
● Build trust and credibility
● Build support for the public health response

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 Good Spokespersons...

Are able to
• communicate well, telling their stories compellingly
• communicate credibly, by preserving a good reputation
• relate to different audiences and engage stakeholders
• interact with the media

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 Some communications challenges

What are some of the challenges to

communicating effectively?

1. Why we communicate: the purpose

2. Getting to the point
3. Identifying your target audience
4. Conveying the message so it’s clear and memorable

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 Scientists and experts speak like this!

Main message

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 Get to the point!

Main message
SOCO clarifies
the point you
want to make
Key messages
support it

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 Develop talking points- 3 key messages

The problem

The solution

The (WHO/MoH) response

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 To each, add 1-3 proof points

• Facts, figures
The problem
• So what?

• Actions
The solution
• Appealing, easy, cheap

The • Health agency/org. action

(WHO/MoH)
response • What can others do?

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 Journalistic tactics

• Speculative questions
• Hearsay questions
• Negative repeat questions
• Putting words in your mouth
• Presupposition questions
• False facts and incorrect
information
• Feeding the mike
Image:
http://newsinfo.inquirer.net/files/2012/07/journalists.jpg

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 Spokesperson response techniques

• Blocking
•
•
•
Bridging
Hooking
Flagging
} Transition

• Enumerating points

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 Transition techniques...

…to bridge you back to safety

1. Acknowledge the reporter’s question
appropriately
2. Use a bridging phrase, then transition
the answer to the safety of your key
messages

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 Speculative questions
Questions
What could happen if___?
How do you think this happened?
Can you offer a guess as to
how________?
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Responses
I wouldn’t want to speculate on
that. The facts are___
It is important that we deal with
the facts as we know them, and
they are_____
It’s too early to tell. We will have
a full evaluation and find out
what happened.
 Hearsay questions
Questions Responses
Dr X from the Health Education This is the information I have___
Bureau told us that_______
I’d like to stick to the facts, and
A source from within MoH has
they are________
told us______
How do you respond to the WHO The facts are_______
country director who said that
_______? This is what I know_______

Our sources tell us_________ I can’t speak for Dr. XYZ, but what
I can address…

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 Negative repeat questions
Questions
Tell us about the E-coli outbreak
that happened here today?
Could this have been another
disaster?
Tell us about the ______
Why is WHO's surveillance
substandard?
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Responses
The truth is_____________
Let me give you the facts as I have
them_____
Once again, let me share with you
exactly what
happened___________
(Don’t repeat the negative
comment or word!! Correct the
inaccuracy)
 Putting words in your mouth

Tactic/Question Response
So, your morale issue is affecting Let’s see what’s at issue here if I
public health, isn’t it? may, …
then make your positive point.

(Recognize that their effort is to

get you to use words you would
not say. Don’t argue).

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 False facts and incorrect information

Tactic/Question Response
So you have awarded 75% of your Perhaps I could clarify that for
grants budget to study TB to one your (viewers, listeners, readers),
organization? [reporter’s name],

If a reporter provides incorrect That is not true… the facts are

information, it is ok to correct that…
them with …
(Correct graciously and go to your
positive point)

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“You have zero control over what reporters (and editors)
write,
so get over it.

What can you control?

You have 100 percent control over what comes out of your
mouth.”

- A wise media trainer

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 Interviews are NOT conversations!

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 The rules of a media interview are simple

● The medias’ job get a story

● Your job tell YOUR story, YOUR way

– You don't have to answer the question asked!

● To improve your media skills you need to prepare, rehearse and

listen to honest feedback

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 Journalists today

● Write for more than one media

– Print
– Radio
– TV
– Web

● Are on 24/7 production cycle

● Are bombarded with releases, advisories,

statements
– and most contains little "news"

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 Good spokespersons are able to

● Communicate well and tell their stories compellingly

● Communicate credibly, by preserving a good reputation
● Relate to different audiences
● Engage stakeholders
● Interact with the media

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 Practice the art of…

When asked a question you don’t want to answer “bridge” back to

your key messages…

● “What I think you are really asking is . . .and our

recommendation is….”

● “The overall issue is . . .which emphasizes the need for the

public to…”

● “What’s important to remember is . . .”

● “It’s our policy to not discuss [topic], but what I can tell you . . .”

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 Television interviews

Body Language
● Make eye contact
● Sit up straight, hands visible
● Lean forward slightly
● Don’t fold arms across the chest
● Don’t fidget or let eyes wander
● Use your hands to emphasise a point

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 10 golden rules

1 2 3 4 5

6 7 8 9 10

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 10 golden rules -1

1. Never lie
2. Never say “no comment"
3. There is never an "off the record"
4. Be short, get to the point and always think
of the audience
5. Stay calm & confident

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 10 golden rules -2

6. Use simple language, avoid jargon

7. Stay in control

8. It's Ok to say "I don't know, but I'll find out"

9. Don't speculate

10. Beware of reporters' tactics

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 Interviews are not conversations

Think of the Outcome you want to achieve

Single
Overarching
Communication
Outcome
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 Talking points

Stick to your SOCO. Summary of 3 key messages

to be used repeatedly in all types of interviews
Explain:
●“So what?”
●“Why is this so compelling?”
●“Why now?”
●Address the reasons or benefits
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 The 3 C's of communications
● Content
– Explicit information
– Accuracy is key

● Context
– Culture, beliefs, and previously received information shape
understanding of messages

● Connection (relationship)
– Respect and caring
– Power
– Relationship about working together
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 Soundbites

Short, focused and clear quotes that are easy-to-repeat

and memorable (radio/TV interviews)
● No jargon
● Simple and clear language
● Positive, active verbs

27-9-3 Rule: 27 words; 9 seconds, 3 messages

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 Messaging to gain trust

● Don’t over reassure

● Acknowledge uncertainty and/or fear
● Express that a process is in place
● Give people things to do
● Ask more of people

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 Make your story alive

● A story
● Personal recollection/ experience
● Social math
● Use the language of the audience
● Explain concepts and jargon
● Explain the implications for individuals affected

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 Transition techniques

Allows you to bridge back to safety

1. Acknowledge the reporter’s question
appropriately

2. Use a bridging phrase, then transition the

answer to the safety of your key messages

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 Clarifying some misconceptions

Questions Responses
“What could happen if…?” I wouldn’t want to speculate on that.
The facts are…

“How do you think this happened?” It’s too early to tell. We will have a full
evaluation and find out what
happened

It is important that we deal with the

“Can you offer a guess as to how..?” facts as we know them, and they are….

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 Hearsay Questions

Questions Responses
“Dr X from the Health Education I can’t speak for Dr. XYZ, but what I
Bureau told us that…” can address…
“A source from within MoH has told
us…” This is the information I have…/ This is
what I know…

“Our sources tell us…” I’d like to stick to the facts and they
are…
“How do you respond to the WHO
country director who said that…?” The facts are…

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 Negative Repeat Questions
Don’t repeat the negative comment/ word, correct the inaccuracy

Questions Responses
“Tell us about the E-coli outbreak
that happened here today? The truth is…
Could this have been another
disaster? Let me give you the facts as I
“Tell us about the…” have them…
“Why is WHO's surveillance Once again, let me share with
substandard?” you exactly what happened…

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 Presupposition Questions
Reporter gives you false information to put you on the defensive

Tactic/ Question Responses

Let me give you the correct
Isn’t it true that MoH didn’t provide information…
enough training to local health
workers because the money was The truth is…
used for a new building in
headquarters Actually this is what happened…

Don’t repeat the negative

comment or word!!

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 Putting words in your mouth

Tactic/ Question Response

“So, your morale issue is affecting “Let’s see what’s at issue here if I
public health, isn’t it? may,”…

Then make your positive point.

Recognize that they are trying to get
you to use words you would not say

Don’t argue!

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 False Facts and Incorrect Information
Questions
“So you have awarded 75% of your
grants budget to study TB to one
organization?”
If a reporter provides incorrect
information, it is ok to correct them
with …
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Responses
“Perhaps I could clarify that for your
(viewers, listeners, readers),
[reporter’s name]”
That is not true… the facts are that…
Correct graciously and go to your
positive point
 Feeding the mike

Tactic/ Questions Responses

You’ve given a good answer to a Stay on your agenda
controversial issue…the reporter
pauses and the camera continues to
roll… Be aware of non-verbal cues

Note: When the camera stops

rolling, the reporter is still It’s the reporter’s job to fill the air-
recording time

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 Reminder
10 golden rules for being a good Components in being in
spokesperson control of an interview
1. Never lie
1. Think of the headline you want to see
2. Never say “no comment"
3. There is never an "off the record" 2. Speak in soundbites
4. Be short, get to the point and 3. Prepare talking points in advance
always think of the audience
5. Stay calm & confident 4. Practice bridging techniques
6. Use simple language, avoid jargon 5. Make your story alive
7. Stay in control
8. It's Ok to say "I don't know, but I'll 6. Avoid being on the defensive
find out" 7. Don't repeat negative comments
9. Don't speculate
10. Beware of reporters' tactics

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