Prior to an interview between one of our clients
and the media, I was presented with a ‘Spokesperson Briefing book’ to review
before the interview. This document ensures the spokesperson is prepared for the
media’s questioning, and ensures answers will be diverted back to the
well-being of the spokesperson’s establishment.
I have previously engaged in similar media preparation
tasks for assignments at university, where we were told to “think like a
journalist” – what would they ask the spokesperson?
This document contains four sections: interview
details, media profile, anticipated media questions, followed by dos and don’ts.
As I began to scan through the first few pages,
I began to question the ethical procedures involved with this spokesperson
brief...
Does this interfere with the transparency and authenticity of the
spokesperson? Does this mean a person cannot organically present themselves because
public relations has twisted and tweaked the spokespersons dialogue and
expression?
Alternatively, I considered the opposite side of
the coin. The media has an established reputation of twisting statements and
conversations made through every day conversation. They can utilize an unintentional
statement and revert it against the spokesperson, for the purpose of their
story.
This means spokespeople preferably need to be
educated on their representation towards the media, in order to protect their
reputation in the spotlight. Beneficially, this enhances their chance of
positive publicity as media professionals (public relations) have studied how
to effectively communicate with the media, to ensure honest and positive
publicity.
Section four of the brief: Do’s and Don’ts. This
was intriguing – I contemplated my previous impression of the brief as I now realized perhaps the spokesperson brief is ethical and necessary. Public Relations
simply educates the spokesperson on being consistent in their messages,
answering all questions, being clear and calm. The spokesperson is advised
against memorizing answers provided by public relations. This ensures the
spokesperson isn't spoon fed answers to the media, and still has the
opportunity to naturally communicate with personal dialect.
