Media Relations Training

Eduardo del Buey
Foto: Afp
La Jornada Maya

Martes 12 de marzo, 2019

This commentary is aimed at journalists who believe that spokespersons for an organization work for the media, and that if they do not give journalists what they want, they are somehow not meeting their professional obligations or are exercising censorship.

As a spokesperson for many years at the national level in Canada and, internationally, at the Organization of American States, the Commonwealth, and the United Nations, I would like to offer a point of view as to how effective communications management works, how organizations must train their staff to manage media effectively, and the role of the spokesperson versus the role of a journalist.

“Spokespersonry” is what I call the art of speaking on someone else’s behalf.

And therein lies the focus of this article.

Spokespersons do not work for the media nor for journalists. They work for the organization that they represent.

It is not their role to provide journalists with what they want to hear or publish.

If a spokesperson cannot abide by the communications messages agreed to by management, or if they find them objectionable, their only option is to quit and then, if they choose, to speak out as individuals and not spokespersons for the organization.

The fundamental role of spokespersons, therefore, is to transmit the messages that the organization wants to send to its audiences.

Spokespersons usually work with a team to create messages that are then shared with the public through journalists. All members of this team must be trained to manage the media.

Properly trained spokespersons have learned how to pivot from difficult questions to the messages the organization wants to transmit.

They have learned how to manage those moments when journalists remain silent to try to provoke them to fill in the gaps with more information.

They have learned how to respond to delicate questions without repeating the condemnatory language used to ask that difficult or embarrassing question.

They must know the media, know journalists, know what types of questions may be asked, and have key messages prepared in advance in order to deal with requests expeditiously.

In short, they are trained to manage the media.

That is their job, and their only responsibility.

They also learn the importance of being truthful.

Once a spokesperson is caught in a lie, their word is no longer believed by the media or the public. One has only to see global reactions to President Trump’s spokesperson Sarah Sanders to see what little credibility she has with anyone who is not a die-hard Trump supporter.

Telling the truth in such a way that minimizes the damage to the organization and maximizes advantage is the primary role of the spokesperson.

And one has to be well-trained to be able to accomplish this art.

This is the reason why many companies and organizations engage media relations specialists to train their people and teach them the art of crafting and delivering positive, strong, and concise messages without compromising the truth.

This is why media management manuals exist, and an organization’s staff is expected to understand their role with respect to the media and manage techniques that can ensure that the organization’s communications goals are met.

This said, spokespersons also have responsibilities.


The first is to respond quickly to media requests for information or interviews.

Journalists do not wait a few days to get information – they simply go ahead and publish what they have to the possible detriment of the organization whose views are being sought but not provided in time for publication.

Refusing or postponing interviews conveys an impression that one has something to hide, or that the organization is guilty of the faults that media are describing.

The current political crisis in Canada (which I discussed in an article last week) is indicative.

Prime Minister Justin Trudeau took four weeks to address serious allegations made by two newly-resigned ministers. The fact that he took so long has led to massive media speculation that has proven detrimental to his government’s image both at home and abroad and is weakening his political brand. Had he and his spokespersons responded quickly and decisively, it may well have not been the major media debacle that it has become, and he could have saved himself and his government a lot of grief.

So, hiding from the media or, as the Spanish saying goes, “tapar el sol con un dedo”, (block the sun with your finger) does not work.

Addressing situations quickly and effectively, speaking through trained spokespersons, and delivering strong, concise messages, can always contribute to proper communications management.

While spokespersons do not work for the media, they must learn to work with them if they are to represent effectively the views and interests of their principals.

And this is why proper training, well-drafted manuals, and focused instruction on how to deal with the media is essential for any organization in today’s networked world.

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