The situation: An organization was days away from a series of media interviews following a major announcement that put it under public scrutiny. Its senior spokesperson was an experienced leader, but had rarely faced a skeptical reporter. Leadership worried that under pressure, the spokesperson might become defensive, get pulled into speculation, or say something that would create a second story. Reporters were already asking tough questions, and the first interview was coming fast.
What we did: We started by mapping the questions reporters were most likely to ask, including the toughest ones about the decision, its impact on employees and customers, and who was accountable. We then built a small set of clear, honest key messages the spokesperson could deliver in their own words. Over two sessions, we ran mock interviews on camera, with a former journalist playing a persistent reporter. We reviewed the footage together and coached the spokesperson on using plain language, staying composed when pressed, returning to key messages, and avoiding “no comment” and speculation.
The takeaway: The spokesperson went into the interviews calm and prepared. When a reporter pressed on the hardest question, they answered directly, acknowledged the impact on those affected, and explained the reasoning and next steps. The coverage that followed was fair and accurate, and no follow-up story emerged from a misstep. The lesson is simple: the first tough question shouldn’t be the first time a spokesperson hears it. Practicing under real pressure is what makes the real interview feel familiar.
