This Spokesperson Coaching course is designed for public information officers, spokespersons, executives, and subject matter experts who may be called upon to deliver a news conference or address the media’s urgent questions in the aftermath of or during the resolution of a crisis incident.

This training clarifies what everyone needs to know before speaking to the media following a crisis incident. Instructors provide an overview of the elements of a Crisis Communication Plan. Participants will work together to discuss and develop a First Hour Response Checklist and receive instruction on the importance of and how to manage the victim dimension of a crisis. The lecture includes a discussion of the importance of identifying and engaging key audiences early in the crisis cycle, language that can be incorporated to establish key messages, and managing an interview or news conference. The session also includes a discussion on “Agenda Setting,” how to avoid saying “no comment,” and respond in a meaningful way that does not jeopardize investigations, privacy concerns, or business operations. The lecture includes bridging techniques and an explicit formula for preparing for a crisis-driven news conference.

To receive this certificate, participants will respond to a mock crisis scenario and then prepare to deliver a post-crisis mock interview or news conference, providing an opportunity for spokespersons to get comfortable creating and using key messages while providing the necessary information to a reporter with clarity, compassion, and confidence.