This document provides guidance on how to be an effective spokesperson. It discusses the roles and responsibilities of a spokesperson in representing an organization. A spokesperson should build trust, provide testimony, know key facts and messages, and follow up on issues. They should state key messages, be enthusiastic, and manage interviews. A spokesperson should not guess without knowledge, use "off the record," get defensive, or criticize. The document also provides tips for public speaking, handling radio and television interviews, and constructing an impactful personal story within time limits.

1. How to be a Spokesperson

2. What is a Spokesperson?
• A SpokesPerson is someone who speaks on
behalf of another person, Group of people or
Organization.

3. Task‟s and Responsibilities
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Take your organization from an "it" to a "we".
Build trust and credibility for the organization.
Gain support from communities.
Provide Personal testimony
Know your Facts!! Practice Talking Points.
Do not answer questions that are not within the
scope of your organizational responsibility.
 Tell the truth. Be as up-front as possible.
 Follow up on issues.
 Use visuals when possible.

4. Do‟s & Don‟ts
• Spokesperson Do’s
Spokesperson Don’ts
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1. State Key Messages: Be sure to always
mention your Organizations key three
messages. No matter what questions they ask
you, always come back to your key messages.
This is also a great way to open and/or close
the interview.
2. Be Enthusiastic: Keep your energy
level high for both in-person and phone
interviews.
3. Manage the interview: Be sure to flag
your key points by using phrases such as “My
point is…” or “The bottom line is…” etc.
4. Use Compelling Language: Always be
positive — lead your answers with phrases
such as “we‟re very pleased with…” and
“we‟re very excited about the progress of…”
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1. Don’t Guess: If you do not know the
answer, say so. If it is not in your area of
expertise, say so. Commit to getting the
answerand speaking to that person on a later
note.
2. Never Use “Off the Record” or “No
Comment“
3. Don’t Get Defensive: Always remain
calm, positive and try not to take anything
personally.
4. Don’t Criticize: Never criticize your
competitors or the media — it won‟t help
portray you or your company in a positive
light.

5. Warm up before Speaking
• Shake your body to loosen it up and bring your
energy present
• Make noises to wake up your vocal
chords, jaws, tongue and lips
• Breathe deeply. Expand your stomach on the
inhale and tighten on the exhale
• Hold yourself in good posture
• Have fun and practice, practice, practice
• If you are audience shy you may want to pick
something to look at. Ex. The back at the wall.

6. How to sound when speaking.
• It is not a conversation, but use a conversational
tone
• Speak genuinely, &confidently
• Find the emotions that fit the situation and use
them (but be careful ex: articulate your
anger, don‟t express it!)
• Add personal inflection
• Make sure not to speak too quickly
• Speak at a normal volume, stress key points by
raising your intensity level and pitch, NOT your
voice
• Vary the tone, intonation and word emphasis
• Don‟t try to use Dictionary words be yourself say
what you feel.

7. AVOID:
• Excessive, distracting hand gestures
• Tapping a foot or pen, swaying or jiggling
your body
• Pause words (um, uh, like)
• Reiterating the opposition‟s statements
• Repeating the reporter‟s question
• Letting a hostile question or comment anger or
fluster you.

8. After Speaking
• Thank the Audience
• Debrief with others; how do you feel about the interview?
What did they think?
• Watch/ listen to yourself (request a copy or have someone
record it!) and evaluate how it went: notice which bites
made it, did they ask the questions you were expecting, did
you control the frame, did you stay on message?
• Re-evaluate your talking points and frames based on
results!
• Leverage the interview! What can you do with the
print/audio/video to further your goals?
• Practice some more based on what you learned!!!

9. RADIO Interviews:
• Don‟t answer the interviewer‟s question—respond
with your message
• Speak in sound bites
• Feel free to have notes in front of you to remind
you of your talking points, key facts and
figures, etc BUT don‟t shuffle the papers and
NEVER read off your notes
• Clarity, intensity and emotion make good radio
• Translate statistics and numbers: 1/3 is better
than 33.3%
• For more info, refer listeners to your website, say
it twice, usually better than your phone number

10. RADIO Interviews cont’d:
Taped interview, over the phone:
• Do your phone interviews from a quiet office, turn off your cell phone and other
noisy objects around you
• Confirm in advance whether the questions will be heard by listeners (like a talk
show or news magazine format) or whether they will edit in only your answers
between commentary (like a public radio news piece)
• Don‟t do radio interviews from a cordless or cell phone (if it is a call in from the
field cell is ok, but mention where you are and be descriptive!)
• If you make a mistake, stop and let them know you would like to begin again
• If the reporter doesn‟t ask you at the end if there is anything else you‟d like to
add, feel free to ask if you can make a final comment and then give it one more go
with your sound bite
• Ask For Pre Questions
In-studio interviews:
• Ask for help adjusting the mike, ask how to speak into it properly
• Use the headphones
• Watch your posture, sit still
• Find the „cough‟ button and use it if you need to drink, clear your throat, move
papers

11. RADIO Interviews cont’d
Live interview, over the phone with call-ins:
• Organize supporters to call in during the interview and ask questions
that prompt your points
• Don‟t let a hostile caller anger or fluster you
Live or taped DEBATE format:
• Don‟t be afraid to interrupt the host/other guest, be assertive to
make your points and get equal time, but be civil, it is a delicate
balance
• Make YOUR points, not your opposition‟s and stay on your
message, don‟t get led off track by the direction of the debate, flag
to get back on track
• If the opposition OR the host is hostile, be reasonable and calm in
the face of their meanness. It is the best way to disarm them and
look like you have the moral high ground… as they say…you get
more flies with honey than with vinegar!!!

12. Wear Camera Friendly Fashion
• Choose colors that don‟t distract, but NOT
black or white
• No patterns, plaids, floral, checks, stripes or
dots (solids are Great!)
• Keep hair brushed away from your face
• Take off your glasses (they create a glare)
• Prepare for bright lights, they are very hot!!!

13. Wear Camera Friendly Fashion
Women:
• Solid color suit, white or colorful blouse
• No patterns or seams on nylons
• Conservative shoes, avoid boots and open toes
• Avoid dangling earrings or big necklaces. Pearls or matte types that don‟t
reflect much light are best
• Consider a bit of make up
• Consider clips to keep hair out of face
Men:
• Navy or gray suits, plain or pinstripes, long sleeve shirts give a finished
look
• Try avoiding tie pins that are too flashy unless you want to refer to it (ie:
organization pin)
• Avoid vests, they add 10-15 pounds to your look on TV and make you hot
• Polished shoes

14. Sharing personal Story
• When sharing your personal story there is a
time limit. 3 to 5 minutes will be the limit.
More than likely if your sharing your story
with the Maryland general assembly it would
lean more to 3 minutes. If you are invited to
share your story with community members in
a neighborhood or just in front of an audience
limit it to five minutes.

15. Constructing your personal story.
• There is an beginning middle and end to every
story, including your own personal one . This is an
outline to help you construct your story. Remember
there is limited time to speak so keep your answers
short and sweet.
• Beginning: What was you life like before being arrested
& charged as an adult?
• Middle: What happened during your time of
incarceration, and what do you do now? How are you
changing?
• End: What has resulted from this experience both good
and bad? Where do you see yourself in the future?