Media refresher

Make the most of each question in every interview

Your spokespeople should:

• have excellent media awareness;
• maintain good control of an interview in all circumstances;
• convey clear, appropriate messages at every opportunity.

In terms of subject matter, we want them to:

• use simple language so that what they say is readily understood by their audience;
• provide information that is relevant so that their interviews remain focused;
• follow their pre-defined agenda and deliver the agreed lines-to-take;
• deal with any unexpected challenges seamlessly.

We are looking for these positive personal qualities:

• Outward confidence (without being over-confident).
• An engaging manner and positive public appeal.
• A willingness to be open (to provide answers as far as that is possible).
• A reasoned, authoritative, independent approach.
• An ability to remain calm under pressure.