A practical checklist for getting spokespeople ready, from the first reporter request to the follow-up email.
When thinking about securing coverage, many communications professionals focus on securing the interview itself. In Muck Rack’s State of Journalism 2026 report, which surveyed nearly 900 journalists, 86% said at least some of their stories start with a PR pitch, and access to relevant sources ranked among the things they value most. But landing an interview is only half the job.
Once a reporter agrees to an interview, your spokesperson’s job is to help them tell an accurate, well-informed story. A prepared spokesperson offers clear explanations, useful context and specific examples. However, an unprepared one can leave the reporter with more questions than answers and readers with an incomplete picture.
The key difference is preparation. Below is a practical checklist to get an executive or subject-matter expert ready, step by step.
1. Ask the right questions up front
Before you confirm a time with the reporter, learn as much as you can about the interview. Useful questions include:
- What is the story about, and what angle is the reporter pursuing?
- What is the deadline, and when is the story expected to publish?
- Is the interview live or taped, and will it happen by phone, on video or in person?
- How long will the interview take?
- Who else is the reporter talking to for the story?
Most journalists will share the general topic and their deadline. Few will send questions in advance, and you shouldn’t expect them to. Instead, put yourself in the reporter’s shoes. If you were writing this story, what would you ask? What would your readers want to know?
To prepare your spokesperson, list those questions and prepare clear, direct answers to each. It’s one of the most useful exercises we do with clients before an interview. The goal is to understand the context well enough to prepare for key topics, not to script the conversation.
2. Research the reporter and the outlet
Read the reporter’s recent stories on the topic. Note the angles they favor, the sources they quote and any positions they’ve taken. Then consider the outlet’s audience. For example, a trade publication reader wants technical depth, a business-focused publication reader wants market context, and a local TV viewer wants to know what changes for them. The same expert should tailor their focus in each setting to ensure the information they share is as valuable as possible for the audience.
3. Narrow it to three key messages
Your spokesperson should walk into every interview knowing the three points they most want to land. Write each one in plain language, in a sentence or two and pair it with a proof point, such as a statistic, a customer example or a short story from the field.
This is important because reporters quote specifics, not generalities. For example, a vague claim such as “our platform improves efficiency” rarely makes it into print. However, a measurable result from a named customer often does.
4. Practice the hardest questions
Ask your spokesperson which question they least want to hear, then have them answer it out loud. Build a list of other tough questions — whether they’re about pricing, layoffs, competitors, a recent setback or an industry controversy — and draft honest answers to each. Practice bridging phrases, such as “What’s important to remember is…,” that acknowledge a touch question before returning to a key message.
As we’ve written before, “no comment” rarely helps. If a spokesperson can’t answer, they should say why, whether it’s a pending legal matter or a customer’s confidentiality.
5. Agree on ground rules before the interview starts
Everything a spokesperson says is on the record unless the reporter agrees otherwise in advance. The News Literacy Project notes that both the reporter and the source must agree to ground rules such as “off the record” or “on background” before the interview, not after a comment slips out. Make sure your executives know what each term means, and when in doubt, advise them not to say anything they wouldn’t want to see published.
Additionally, assume the conversation is being recorded and transcribed. Muck Rack found that 40% of journalists use transcription tools, so offhand remarks are easier than ever to capture word for word.
For a detailed explanation of how to use terms like “off the record” or “on background,” see our post “Don’t Print That.”
6. Rehearse in the right format
Run a mock interview that mirrors the real one. For video, test the camera, lighting, audio and background, and have the spokesperson practice looking at the lens rather than the screen. For phone interviews, ensure they choose a quiet room with no interruptions.
During a practice session, it’s also helpful to record it and review it together afterward. Most spokespeople are surprised by how long their answers run. Short, direct answers are easier to quote and harder to take out of context.
Decide in advance whether a communications staff member will join the call, and let the reporter know.
7. Follow up quickly
The interview isn’t over when the call ends. Send any data, background or images you promised as soon as possible, ideally the same day. Journalists in the Muck Rack survey said they value original research and high-resolution images, so have them ready before the interview.
If you spot a factual error in the published story, ask for a correction politely and with documentation. Don’t ask to review the story before it runs. Most news organizations won’t allow it, and the request can strain the relationship.
Finally, debrief with your spokesperson. What key messages landed? What would they say differently? Each interview makes the next one better.
Communiqué PR has prepared executives and subject-matter experts for interviews with business, trade and broadcast media since 2004. To learn how media training can help your spokespeople, contact us.