Spokesperson Tips

Module D2

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 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

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 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

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 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

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 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

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 Scientists and experts speak like this!

Main message

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 Get to the point!

Main message
SOCO clarifies
the point you
want to make
Key messages
support it

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 Develop talking points- 3 key messages

The problem

The solution

The (WHO/MoH) response

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 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?
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 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

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 Spokesperson response techniques

• Blocking

}
• Bridging
• Hooking Transition
• Flagging
• Enumerating points

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 Transition techniques...

…to bridge you back to safety

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

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 Speculative questions
Questions Responses
I wouldn’t want to speculate on
What could happen if that. The facts are_
?
It is important that we deal with
the facts as we know them, and
How do you think this they are_
happened?
It’s too early to tell. We will
Can you offer a guess as to have a full evaluation and find
how ? out what happened.

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 Hearsay questions
Questions Responses
Dr X from the Health Education
Bureau told us that This is the information I have
A source from within MoH has I’d like to stick to the facts, and
told us they are_
How do you respond to the WHO
The facts are
country director who said that
?
This is what I know_
Our sources tell us_
I can’t speak for Dr. XYZ, but what
I can address…

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 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)

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 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).

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 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)

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“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

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 Interviews are NOT conversations!

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 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

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 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"

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 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

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 Practice the art of…

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

your key messages…
● “What I think 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 . . .”

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 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

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 10 golden rules

1 2 3 4 5

6 7 8 9 10

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 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

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 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

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 Interviews are not conversations

Think of the Outcome you want to achieve

Single
Overarching
Communication
Outcome
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 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
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 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
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 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

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 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

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 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

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 Transition techniques

Allows you to bridge back to safety

1. Acknowledge the reporter’s question
appropriately

2. Use a bridging phrase, then transition the

answer to the safety of your key messages

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 Clarifying some misconceptions

Questions Responses
“What could happen if…?” I wouldn’t want to speculate on that.
The facts are…
“How do you think this happened?” It’s too early to tell. We will have a full
evaluation and find out what
happened

“Can you offer a guess as to how..?” It is important that we deal with the
facts as we know them, and they are….

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 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
us…” This is the information I have…/
This is
what I know…
“Our sources tell us…”
I’d like to stick to the facts and they
“How do you respond to the WHO are…
country director who said that…?”
The facts are…

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 Negative Repeat Questions
Don’t repeat the negative comment/ word, correct the inaccuracy

Questions Responses
“Tell us about the E-coli outbreak The truth is…
that happened here today?
Could this have been another

disaster? Let me give you the facts as I

“Tell us about the…” have them…
“Why is WHO's surveillance Once again, let me share with
substandard?” you exactly what happened…

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 Presupposition Questions
Reporter gives you false information to put you on the defensive
Tactic/ Question Responses
Isn’t it true that MoH didn’t provide Let me give you the correct
enough training to local health information…
workers because the money was
used for a new building in The truth is…
headquarters
Actually this is what
happened…
Don’t repeat the negative
comment or word!!

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 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!

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 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

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 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 air-
rolling, the reporter is still time
recording

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 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"
4. Be short, get to the point and 2. Speak in soundbites
always think of the audience
3. Prepare talking points in advance
5. Stay calm & confident
6. Use simple language, avoid 4. Practice bridging techniques
jargon
5. Make your story alive
7. Stay in control
8. It's Ok to say "I don't know, 6. Avoid being on the defensive
but I'll
7. Don't repeat negative comments
find out"
9. Don't speculate
10. Beware of reporters' tactics
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