Spokesperson Briefing Pack for Interviews
Prepare key messages and tough questions.
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Prepare a briefing for a spokesperson. Topic and outlet: [TOPIC_AND_OUTLET]. Interviewer style: [INTERVIEWER_STYLE]. Key facts: [KEY_FACTS]. Sensitive areas: [SENSITIVE_AREAS]. Create: three key messages of one sentence each, with proof points; a one-page fact sheet; twelve likely questions including five difficult ones, each with a truthful answer outline; bridging phrases that return to the message without dodging; and a list of things not to say. Add a 20-minute rehearsal plan with a recorded practice run and feedback criteria. Rules: never lie, never speculate, say I don't know and offer to follow up. Legal or regulated topics require review by counsel before the interview [VERIFY]. Add two practice exercises: a ten-minute mock interview with a colleague playing a sceptical reporter, and a drill on turning a long answer into a 20-second answer. Provide a one-page card the spokesperson can carry with the three messages and the facts, and a post-interview routine: note what was said, check the published article for errors and request corrections if necessary. Remind them that anything said is on the record unless agreed otherwise beforehand. Finish with a 90-second version of the key messages for a hallway question, a template for a follow-up email to the journalist with extra facts and links, and a checklist for the hour before the interview: water, notes, phone silenced, recording rules confirmed, and a named colleague to call if anything goes wrong. Add a short section on remote interviews: camera at eye level, quiet room, stable connection, a backup phone number and a printed copy of the fact sheet within reach. Provide guidance on handling a question about a competitor or an unconfirmed rumour: say you cannot speak for others, return to what you know, and offer to find out. Close with a short debrief form: what was asked, what went well, what needs correcting, and any follow-up promised to the journalist.
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