The big TV and radio news channels cannot afford to have nervous, incoherent spokespeople who will turn off the viewers and listeners. This is why they so often revert to the same old trusted ‘regulars’ for commentary and analysis. To break into that circle, anyone representing your organisation needs to be able to perform consistently, to reflect well on your brand and stand a chance of being invited back next time. Of course key spokespeople – and you should have backups in case the boss is away or unavailable – should be smart enough to keep their media skills in trim by having ‘refresher’ media training every so often. Otherwise when that big opportunity comes up, they may not be ready. [Taken from the book The M-Factor by Tom Maddocks.]
Tom on X
When does a tough media interview become a bullying issue? And how do you make sure you're not on the receiving end?
We can now offer on-camera and autocue skills coaching for spokespeople who have to present online video material or webinars.
