Imagine watching a news segment about a breakthrough medical device or reading a feature on a company’s bold new sustainability initiative. Chances are, you’ll see or hear a media spokesperson—a person who speaks with authority, passion and clarity—representing the brand. They’re the ones distilling complex topics into relatable insights, ensuring the company’s story is front and center.
But what makes someone the voice of a company? Why are they chosen and how do they prepare to step into such a visible role?
This blog explores the essential role of a media spokesperson, how media relations support their efforts, what makes someone great at the role, and actionable tips to succeed in this critical position.
What is a Media Spokesperson?
A media spokesperson is the face and voice of a company in its interactions with journalists, whether it’s for an exciting announcement, crisis response or thought leadership piece. Think of them as the bridge between the brand and the public.
For instance, when Nike announced its groundbreaking sustainability goals, Chief Sustainability Officer Noel Kinder stepped forward to share the company’s vision in interviews. He wasn’t just relaying facts; he embodied Nike’s values, delivering messages in a way that inspired action and built trust.
Spokespersons are much more than communicators—they are trusted representatives whose words, tone and presence shape how audiences perceive the brand.
Why is a Media Spokesperson Important?
The right media spokesperson can elevate a brand’s reputation, connect with audiences and ensure consistent messaging. Here’s why this role matters:
Humanizes the Brand:
Spokespersons make companies relatable. Imagine a CEO sharing personal anecdotes about the challenges and triumphs behind launching a new product. This relatability fosters trust and connection.
Builds Credibility and Authority:
Expertise and professionalism reinforce the brand’s reputation. Think of Dr. Anthony Fauci during the pandemic—his calm demeanor and depth of knowledge built widespread credibility.
Takes Control of the Narrative:
A well-prepared spokesperson ensures the brand’s story is told accurately and compellingly, even in tough situations.
How to Excel as a Media Spokesperson
While being the voice of a brand can seem daunting, preparation and strategy make all the difference. Here are some essential Do’s and Don’ts for spokespersons:
Media Spokesperson Do’s
Keep Messages Simple: Focus on the key points you want to share. For example, if you’re announcing a new product, emphasize its unique benefits and why it matters to the audience.
Use the SOB Method (Strategy, Objective, Bridge): When asked a challenging question, bridge back to your core message. For instance:
Reporter: “Does your product pose safety risks?”
Spokesperson: “I’m glad you asked. Safety is our top priority, and we’ve implemented rigorous testing to ensure the highest standards are met.”
Be Yourself: Authenticity builds trust. Share stories or experiences that reflect the brand’s values.
Use Tone and Gestures for Emphasis: Imagine talking about a groundbreaking initiative—your passion should match the importance of the news. A smile, a pause for emphasis or even leaning slightly forward can convey sincerity and enthusiasm.
Pause Before Answering: It’s okay to take a moment to collect your thoughts. This demonstrates poise and ensures a thoughtful response.
Include a Call to Action: Direct the audience toward the next steps, whether it’s encouraging viewers to visit a website or learn more about an initiative.
Media Spokesperson Don’ts
Never Say “No Comment”: Instead, say, “I’ll look into that for you” or “I don’t have that information right now, but I can follow up.”
Avoid Jargon: Overly complex terms alienate audiences even in technical industries. Instead, simplify and explain.
Don’t Go Off the Record: Assume everything you say could be published or aired. Transparency builds trust.
Don’t Argue or Fight: Even if faced with a tough reporter, maintain professionalism and redirect the conversation constructively.
Real-World Examples of Media Spokespersons
The Good
Apple’s Tim Cook regularly demonstrates the power of a well-prepared spokesperson. During product launches, his concise, enthusiastic delivery conveys the brand’s innovation and culture. Whether unveiling a new iPhone or discussing privacy features, Cook stays on message while engaging his audience.
The Bad
Conversely, BP’s handling of the 2010 oil spill revealed the dangers of unpreparedness. When then-CEO Tony Hayward remarked, “I want my life back” during a crisis interview, it appeared tone-deaf, damaging the company’s reputation further.
The Inspiring
In 1982, after Tylenol was tampered with, Johnson & Johnson CEO James Burke addressed the public with honesty and empathy. His transparency and the company’s decisive actions restored trust in the brand—a masterclass in crisis communications.
Bridging Techniques for Media Success
Here are a few bridging phrases to use when guiding the conversation back to your message:
“That’s an important point and it ties into…”
“I’m glad you brought that up because…”
“The key takeaway for your audience is…”
“What I think your viewers/readers need to know is…”
For instance, if a reporter asks about a minor product feature, you can respond:
“I’m glad you brought that up. That feature is part of a larger strategy to make this product more accessible to a wider audience.”
20 Great Bridging Phrases for Media Spokespersons
When managing media interviews, bridging phrases help you redirect challenging or off-topic questions while reinforcing your key messages. Here are 20 effective phrases to ensure you stay in control of the conversation:
“That’s an interesting question, but what’s most important to focus on is…”
“I’m glad you asked that because it highlights…”
“What your readers/viewers need to know is…”
“That’s a great point, and it ties into…”
“What’s critical to understand here is…”
“I think it’s important to clarify that…”
“Let me provide some additional context around…”
“While that’s one perspective, what’s more relevant is…”
“Your audience might be interested to learn that…”
“The key takeaway here is…”
“To put this into perspective…”
“What this really comes down to is…”
“Let me reframe that for you by saying…”
“That’s an important point, but it’s also worth noting…”
“The bigger picture here is…”
“I don’t have a crystal ball, but what I can tell you is…”
“I can’t speculate, but what I do know is…”
“It’s hard to predict, but what I’m certain about is…”
“Rather than guessing, let me share what we know for sure…”
“That’s outside my expertise, but what I can speak to is…”
Bridging phrases are particularly useful when addressing speculative or hypothetical questions, off-topic inquiries, or negative framing. They allow you to steer the conversation back to your key messages while maintaining professionalism and credibility. By practicing these techniques, you can ensure your narrative remains clear and aligned with your objectives.
Staying on Message
When giving a media interview, it’s critical to remember one fundamental truth: YOU control the interview. Too often, spokespeople walk away saying, “Well, the reporter didn’t ask me that question.”
Here’s the reality: the reporter is not your audience. The outlet's readers, viewers or listeners are your true audience. The reporter is merely the intermediary, the bridge between your brand’s story and the audience.
This is why staying on message is so important. Regardless of the question, your job as the media spokesperson is to deliver your core messages clearly and concisely. If the question veers off-topic, don’t panic—use a bridging technique to redirect the conversation back to your key points.
Take, for instance, Kellyanne Conway’s interviews. Whether you agree with her or not, her approach demonstrates a clear example of staying on message. When faced with a question she doesn’t want to answer directly, she bridges back to her core talking points and reinforces them repeatedly.
How to Stay on Message
Understand Your Key Messages:
Before the interview, prepare three to five headline points you want the audience to take away. Make sure these align with your brand’s goals.
Use Bridging Techniques:
When a question diverges, pivot with phrases like:
“That’s an interesting question, but what’s really important here is…”
“Your readers/viewers should also know…”
“The key takeaway is…”
Frame Responses with a Headline and Proofs:
Structure your answers with a strong headline followed by a few supporting facts or stories. For example:
Headline: “Safety is our top priority.”
Proofs: “We’ve invested in cutting-edge technology, implemented rigorous testing and partnered with industry leaders to ensure the highest standards.”
By maintaining control of the narrative, you can ensure the audience walks away with the message you want them to hear, regardless of how the questions are framed.
Partnering with TrizCom PR
Being a great media spokesperson is about more than speaking well—it’s about mastering the art of storytelling, guiding conversations and embodying the brand. At TrizCom PR, we specialize in media training to ensure your spokesperson is prepared for any situation. From key message development to on-camera coaching, we help brands shine in the spotlight.
Let’s Talk: Visit www.TrizCom.com, email TrizCom@TrizCom.com or call 972-247-1369 for a free consultation.
About the Author:
Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology, and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.
Frequently Asked Questions for Media Spokespersons
What should I do if I don’t know the answer to a reporter’s question?
It’s acceptable to say, “I don’t know, but I’ll follow up.” Never guess or speculate. A clear, honest response maintains your credibility. Ensure you follow through promptly with accurate information to build trust with both the reporter and your audience.
How do I handle a reporter asking about confidential or proprietary information
Politely explain you cannot discuss confidential matters and use a bridging phrase like, “What I can share is…” to redirect. This approach ensures transparency while maintaining focus on topics you are prepared to discuss, helping keep the interview productive and on-message.
What if the reporter keeps pushing me to answer a question I’ve already addressed?
Stay calm and confidently restate your key message, highlighting its importance. Use bridging phrases like, “To clarify…” or “As I mentioned earlier…” to refocus the discussion. This ensures your main points are reinforced clearly and effectively without seeming defensive or uncooperative, maintaining control of the conversation.
How can I make sure my key messages are included in the final story?
Repeat your key messages consistently throughout the interview using clear and concise language. Reinforce them with compelling examples, relatable anecdotes or relevant statistics. Repetition improves retention and increases the chances your key points are highlighted in the final story, ensuring your audience takes away the message you want to convey.
Should I ever go “off the record”?
No, always assume everything you say is on the record. If you wouldn’t want it published, don’t say it. Maintaining transparency and professionalism helps you control the narrative, safeguard your credibility and ensure your message aligns with your brand’s values and objectives in all media interactions.
What if the reporter asks a negative or leading question?
Stay calm and maintain a positive tone while pivoting to your key message. Use a bridging phrase like, “That’s one perspective, but what’s important is…” or “I haven’t heard that, but what I can tell you…” Never repeat the negative question, as doing so reinforces it. Instead, redirect with a constructive response emphasizing your key message.
How do I deal with a question I feel is irrelevant or off-topic?
Use a bridging technique to guide the conversation back to your objectives. For example, say, “That’s an interesting point, but what your audience will find most relevant is…” This approach respectfully acknowledges the reporter’s question while ensuring the discussion stays focused on your key messages and intended narrative.
What should I do if a reporter misquotes me or includes inaccurate information?
Contact the reporter or their editor promptly in a professional and polite manner. Provide clear factual evidence to support your request for a correction. Taking timely action ensures the mistake is addressed, helps protect your brand’s reputation and guarantees the public receives accurate and reliable information.
How can I make my responses more engaging and memorable?
Incorporate relatable anecdotes, stories, compelling examples or relevant data to illustrate your points effectively. Speak with energy, clarity and enthusiasm, avoiding jargon to ensure accessibility. Keep your responses conversational and audience-focused, making them easy to understand and leaving a lasting impression reinforcing your key messages and brand values.
Should I comment on hypothetical situations?
Avoid commenting on hypotheticals, which can easily lead to misinterpretation or confusion. Instead, pivot back to the facts using a bridging phrase like, “I can’t speculate, but what I can share is…” This approach ensures your message remains grounded, accurate and aligned with your key objectives and narrative.
What should I wear during a TV interview?
Choose solid, neutral colors that convey professionalism. Avoid wearing white or busy patterns, which can be distracting on camera. Align your attire with your brand’s image, keeping accessories minimal to avoid diverting attention. Your appearance should support your message, ensuring the audience focuses on what you’re saying.
How can I handle a hostile or combative reporter?
Remain calm, professional and focused on your key messages. Avoid arguing or matching the reporter’s tone. Use neutral, thoughtful language to return the conversation to your main points. Remember, you control the interview. Redirect using bridging phrases to guide the narrative and keep the discussion aligned with your objectives, maintaining credibility and authority throughout.
What should I do if the interview goes off-track?
Politely guide the discussion back to your key messages using phrases like, “That’s an interesting perspective, but what’s critical here is…” This approach keeps the conversation aligned with your objectives while respecting the reporter’s efforts. Remember, you control the interview, so redirect confidently to maintain focus on your main points.
How do I ensure my responses align with my company’s brand?
Thoroughly review your company’s key messages and talking points before the interview. Practice incorporating them seamlessly into your responses, ensuring they sound natural and conversational. Consistency is essential to reflecting your organization’s voice, maintaining alignment with its values and achieving its overall communication objectives during the interview.
What’s the most important thing to remember when giving an interview?
Focus on your key messages and remember that the audience—not the reporter—is your priority. Communicate with confidence, clarity and authenticity. Your goal is to connect with the audience, reinforce your brand’s core values and ensure your message resonates effectively, leaving a positive and lasting impression.
