I’ve worked with several clients recently to prepare them for their roles as spokespeople, and what I underscore every time is that no matter the sector, audience, or issue, the most successful spokespeople lead with preparation and strategy – not sound bites. 🗣️
Whether it’s a project reaching a pinnacle or some sort of retrenchment or realignment, executives need to be ready to communicate with confidence, control, and credibility. And that doesn’t happen without practice.
Some takeaways for your consideration:
🎯 Message discipline is essential.
It’s not enough to figure out what you want to say. You have to stick to those messages and deliver them in a relatable way, regardless of the situation or the questions asked.
🙋♀️ You are the message.
People don’t just hear your words. They absorb your tone, your body language, your confidence – or lack of it. Especially in high-stakes moments, how you tell your story becomes your story.
📋 Preparation is everything.
You can’t wing a media interview or an employee town hall or a tough conversation with donors or trustees, and expect it to go well. Strong spokespeople have practiced messaging, anticipated tough questions, and know how to bridge back to their core points.
📣 For an anticipated interview or Q&A session:
– Stay on message — and repeat it (yes, again).
– Use simple, visual language that sticks.
– Avoid jargon. You’re a person, not a press release.
🔥 In a crisis:
– Be first, fast, and factual.
– Don’t speculate — stick to what you know and what you’re doing.
– Take accountability and show empathy. It’s not weakness — it’s leadership.
– Speak to people, not just the press. Employees, customers, stakeholders — they’re all listening.
And a few truths that never change:
⏱️ Speed matters, particularly in a crisis.
📱 Social media is instant, so plan for it.
🤝 Trust is hard to earn — and easy to lose.
Spokesperson readiness isn’t about spinning the truth. It’s about helping leaders show up as the best, most genuine version of themselves and their organizations — especially when it counts.
Devine + Partners is a Philadelphia public relations agency . We offer a full range of communications services – from message and content development and media relations to issues management and employee and community engagement.
