Staying On Message Doesn’t Mean Spin

By Susan Tomai, Founder

Are you just answering the reporter’s questions or delivering your message?  You can do both and maintain your integrity.

A good spokesperson should be able to field questions while credibly advancing the organization’s agenda. Of course if you represent a person or organization undeserving of your full confidence and respect, then you probably shouldn’t be in a position to defend it in the first place. Only your integrity should determine what you say, not your paycheck or your name recognition.

Anticipate questions as best you can. Deliver appropriate and honest answers. If the questions aren't taking you where you need to go, move on to your messages.