Spokesperson Training
Spokesperson training is for executives, individuals or groups who may interact with the media or serve as a public-facing representative of the organization. This training equips individuals to communicate effectively and confidently. As a result, trained spokespeople can positively represent their company’s brand while staying on point.
We Are Partners in Spokesperson Training
The primary focus of AKCG’s spokesperson training is substance — presenting key message points, communicating with authority and positioning oneself as a credible source both verbally and non-verbally, which can include everything from how you use your hands to how you dress.
Spokespeople need to understand their value, their role and their responsibilities within the company. While the training is designed to empower spokespeople for media exchanges, many trainees find that the program builds confidence in small – and large- group interpersonal exchanges, as well.
We work to make each training a positive session so that everyone learns and is more comfortable speaking with both the media and with various key audiences. We also often incorporate a module of more hostile, more intense, more demanding interview exercises to prepare the team to deal with the toughest, least-expected situations.
Our approach to spokesperson training
Our sessions aim to build confidence in spokesperson abilities and lay the groundwork for successful media interactions. While we will provide guidance on demeanor and body language, this training is about defining goals for media interactions and working to achieve them.
Our spokesperson training sessions include:
- An overview of the fundamentals of message delivery and the changing media landscape
- Key considerations and skills for spokespersons
- Mock interviews
- Recorded exercises with playback and critique
Primary areas of focus include:
- Preparation for interviews, both on and off-air
- Understanding the news cycle and media
- Anticipating questions from reporters, editors and journalists
- Developing positive answers for negative questions
- Exercises on effectively using body language, mannerisms and vocal delivery
Through these training sessions, clients come away with the confidence that, as their company’s spokesperson, they are prepared to accurately represent the views and beliefs of the company in any media interaction, as well as being able to handle unexpected situations pertaining to the media, such as responding to a crisis, swiftly and professionally.
Spokesperson Training FAQ
What is spokesperson training?
Spokesperson training is a media relations program designed to help executives, individuals or groups anticipate and respond effectively in any media situation. It provides guidance on how to present key message points, communicate with authority and position oneself as a credible source both verbally and non-verbally.
Are spokesperson training sessions for individuals or groups?
Both. At AKCG, we provide media training for both individuals and groups. Our sessions are tailored to the specific needs of our clients so that each participant can be prepared for any media situation. Through the use of mock interviews, exercise playbacks and detailed critiques, each participant can be confident that they are well-equipped to represent their company and handle Q&A sessions without trepidation, as well as confidently approach interviews with reporters, journalists and other media personnel.
What are the benefits of spokesperson training?
The primary benefit of spokesperson training is that it helps spokespeople to represent their company positively and accurately convey their brand message. It can also help to build confidence in group interpersonal exchanges.
Case studies
Learn About Our Work
AKCG is a regular training partner to public health innovators with the Johns Hopkins University Bloomberg School of Public Health. It works with these researchers and administrators to distill their message for broader, public-facing audiences, taking into account the modern communications environment.
AKCG created and conducted a far-reaching crisis-communications and spokesperson training for the administrators and thought leaders across PCOM’s Philadelphia and Georgia campuses. The model included an introductory session supported by periodic refresher sessions.
AKCG worked with global life sciences leader Lonza to refine its spokesperson training program for company officials across its U.S. business lines. It also regularly works with the company’s site and corporate leadership to sharpen spokesperson skills, with an eye toward crisis preparedness.