Oh, the Mistakes Spokespeople Make
Question: What do many new spokespeople at technology companies have in common? Answer: they make similar mistakes and fall into similar traps.
Based on my experience as a media trainer, the most common ones include:

1. Misunderstanding the Media.
Too many spokespeople confuse PR opportunities with free advertising. Ouch! No reporter, editor, or host wants to be a billboard for your products or service; their job is to provide interesting and useful information to their readers or audience. And if you help them do so, you'll maximize your chances of positive coverage.

2. Misunderstanding the Spokesperson Role.
Some spokespeople think that they're on a sales call when they meet the press. So they toss out puffery and hyperbole or try to "close on the objection." Then they become frustrated by the "poor" coverage, if any, that they receive. The key is simple: inform, don't sell.

3. Lacking Message Points.
At first blush, it might seem that telling spokespeople to have message points is as obvious as telling them to wear clothes during an interview. But in fact, many spokespeople do arrive metaphorically naked for interviews - bereft of key message points. Deliver several strong messages well, and you might just see them in print or on the air.
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