Module D3

Spokesperson Tips
Module D2
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
2|
‫االتاوو أفواة ايميم‬
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
3|
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
|
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
5|
Get to the point!
Main message
SOCO clarifies
the point you
want to make
Key messages
support it
7|
Develop talking points- 3 key messages
The problem
The solution
The (WHO/MoH) response
|
To each, add 1-3 proof points
Facts,
The problem
figures So
•
what?
• Actions
The solution
• Appealing, easy,
cheap
The
• Health agency/org.
(WHO/MoH)
response action
• What can others do?
|
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
10 |
Spokesperson response techniques
Blocking
Hrodgin‫؛‬
Flagging
} Transition
Enumerating points
11 |
Transition techniques...
…to bridge you back to safety

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

messages
12 |
Speculative questions
Questions Responses
What could happen if___? I wouldn’t want to speculate on
that. The facts are
How do you think this happened?
It is important that we deal with
Can you offer a guess as to how 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.
13 |
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
I can’t speak for Dr. XYZ, but what

Our sources tell us I can address…
14 |
Negative repeat questions
Questions Responses
Tell us about the E-coli outbreak The truth is
that happened here today? Let me give you the facts as I have
Could this have been another them
disaster? Once again, let me share with you
Tell us about the exactly what
happened___________
Why is WHO's surveillance
substandard? (Don’t repeat the negative
comment or word!! Correct the
inaccuracy)
15 |
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).
16 |
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)
17 |
“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

18 |
19 |
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
20 |
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"
21 |
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
22 |
Practice the art of…
When asked a question you don’t want to answer “bridge” back to

your key messages…
• “What ‫ ا‬think 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 . . ."
23 |
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
24 |
‫‪10 golden rules‬‬
‫| ‪25‬‬
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
26 |
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
27 |
Interviews are not conversations
Think of the Outcome you want to achieve
Single
Overarching
Communication
Outcome
28 |
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
29 |
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
30 |
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
31 |
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
32 |
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
33 |
Transition techniques
Allows you to bridge back to safety

Acknowledge the reporter’s question
1.
appropriately
2. Use a bridging phrase, then transition

the answer to the safety of your key
messages
34 |
Clarifying some misconceptions
Questions Responses
“What could happen if…?” I wouldn’t want to speculate on that.
The facts are…
It’s too early to tell. We will have a full
“How do you think this happened?”
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….
35 |
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
This is the information I have…/ This is
us…”
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…
36 |
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? Could The truth is…
this have been another disaster?
“Tell us about the…” Let me give you the facts as I
have them…
“Why is WHO's surveillance
substandard?” Once again, let me share with
you exactly what happened…
37 |
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
Actually this is what happened…
headquarters
Don’t repeat the negative
comment or word!!
38 |
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!
39 |
False Facts and Incorrect Information
Questions Responses
“So you have awarded 75% of your “Perhaps I could clarify that for your
grants budget to study TB to one (viewers, listeners, readers),
organization?” [reporter’s name]”
If a reporter provides incorrect That is not true… the facts are that…
information, it is ok to correct them with …
Correct graciously and go to your
positive point
40 |
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 It’s the reporter’s job to fill the
rolling, the reporter is still airtime
recording
41 |
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
2. Never say “no comment" to see
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
4. Practice bridging techniques
5. Stay calm & confident
6. Use simple language, avoid jargon 5. Make your story alive
7. Stay in control 6. Avoid being on the defensive
8. It's Ok to say "I don't know, but I'll
7. Don't repeat negative comments
find out"
9. Don't speculate
10. Beware of reporters' tactics
42 |

Module D3

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Module D3

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Spokesperson Tips

• Communicate information that the public

What are some of the challenges to

1. Why we communicate: the purpose

The (WHO/MoH) response

…to bridge you back to safety

the answer to the safety of your key

I can’t speak for Dr. XYZ, but what

What can you control?

- A wise media trainer

• The medias’ job get a story

• Your job tell YOUR story, YOUR way

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

• Write for more than one

• Are bombarded with releases, advisories,

• Communicate well and tell their stories compellingly

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

6. Use simple language, avoid jargon

Think of the Outcome you want to achieve

Stick to your SOCO. Summary of 3 key messages

• Don’t over reassure

Allows you to bridge back to safety

2. Use a bridging phrase, then transition

Tactic/ Question Responses

Tactic/ Question Response

Tactic/ Questions Responses

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