Ed Barks, communications consultant and author of Reporters Don't Hate You, explains that "messages need to be clear, concise, and easy for spokespersons to get across. The CDC is not having an enviable time given the pandemic conditions in constantly evolving and complex scientific problems. That makes it all the more vital to hone the message consistently, and to do so with the everyday person on the street in mind."
Friedman notes that "good media training teaches you how toreduce the risk of being misquoted, anticipate questions and learn to combine key messagesin conversations instead of waiting for the interviewer to ask [the] 'right' question. It also helps to put complicated information into simple terms. Facing difficult questions can be daunting for anyone. Practicing mock interviews in advance will help you stick with your message, gain comfort, confidence, and through virtual or in-person video playback, see how you relate to others."
Know how to ask questions."Those who have worked as journalists understand what questions will be asked and how the answers can be used in a story. Often when preparing for media training, companies send us a list of questions they want to be asked, but these aren't always the questions a reporter will actually ask," says Friedman.