Drawing on her experience prepping spokespeople for everything from live global broadcasts to intensive technical site visits, Senior PR Account Manager, Izzy Jenkins breaks down the essential ‘Dos and Don’ts’ for the modern leader. Izzy also outlines why acting as the ‘technical translator’ has become the most important role a spokesperson can play.
The ‘perfect’ media interview used to be defined by a clean soundbite and a well-placed key message. While those remain the foundation, the media landscape of 2026 is far more demanding. We are no longer just managing a quote in a trade magazine; we are managing high-definition video for digital platforms, live global broadcasts, and deep-dive technical ‘tours’ that require hours of sustained focus.
As a Senior PR manager, my role has shifted from a traditional gatekeeper to a ‘technical translator’ on behalf of clients. My task is to help executives who live in a world of complex data and operational jargon, translate that expertise into a narrative that resonates with the public, without losing its authority.
Bridging the expertise gap
I’ve worked extensively in highly regulated sectors where the topics, such as new safety legislation or emerging technology standards, carry significant weight. These conversations are all about industry responsibility and public trust.
In these environments, the goal for a spokesperson is to move the journalist from a position of ‘general interest’ to ‘informed understanding’. You have to bridge the gap between the boardroom and the real world. My view is this: If you can’t explain the human impact, the technical details will quickly be forgotten.
Managing the narrative through preparation
In the briefing packs prepared for our clients, I emphasise that messaging must evolve depending on the channel. On camera, you need to lead with empathy; in a technical journal, you lead with data.
Here is the breakdown of the essential Dos and Don’ts I use to ensure spokespeople show up with confidence:
The Dos: prioritise rapport and control
- Do lead with empathy: Especially when discussing safety or sensitive industry milestones, you must be an advocate first and a spokesperson second. Use factual, calm, and non-commercial tones to build genuine trust with the audience.
- Do your homework on the interviewer: A journalist is a person, not just a recording device. If you know they have a specific professional interest or a personal passion, use it to build rapport during the ‘warm-up’. This makes for a much more collaborative and successful interview.
- Do use bridging techniques: You are the driver of the interview. Use phrases like “What’s important to understand is…” or “The data tells us…” to steer technical or difficult questions back to your core messages.
- Do prepare for the ‘tricky’ questions: Always keep your guard up and anticipate the curveballs. Rehearsing your responses to difficult or sensitive subjects ensures you stay on message and aren’t caught off guard by a sudden shift of tone.
- Do remember you are always ‘on’: From the moment you meet a journalist for a coffee, to the moment they leave the building, you are on the record. Professionalism should be maintained at all times, including during ‘informal’ site tours.
The Don’ts: avoid common visibility pitfalls
- Don’t be a ‘Nodding Dog’: In filmed interviews, we often nod to show we are listening. However, if a journalist makes a controversial premise, a nod on camera can be misinterpreted as agreement. Stay composed and still while they speak.
- Don’t be afraid to say “I don’t know”: It is far better to admit you don’t have an answer than to be caught out guessing. If appropriate, offer to pass the journalist’s information on to a relevant specialist, but avoid making firm guarantees on behalf of others.
- Don’t fear the silence: If asked a challenging question, it is okay to pause. Taking three seconds to gather your thoughts looks like a sign of expertise on screen; rushing into an answer often leads to ‘filler’ words that dilute your message.
- Don’t be bland or rely solely on facts: Avoid reading off data without context. Instead, bring your points to life with compelling stories, real-world examples, or anecdotes that make complex ideas relatable and memorable.
- Don’t drown in jargon: Avoid corporate speak. Bring it back to the ‘Why’. Don’t just explain the tech; explain how it solves a real-world problem for the end-user.
The camera as your direct audience
With the rise of filmed content and remote journalism, your visual presence is a brand asset. I always advise my clients to look directly into the lens, not at the person on their screen. This creates a direct, trustworthy connection with the viewer at home.
Authenticity is the ultimate goal. Whether you are drawing on decades of engineering or operational experience, let your passion show. This ‘third-party endorsement’ from a credible journalist has an outsized impact because it is earned credibility that cannot be bought.
Strategic visuals and battle-tested prep
A successful interview is supported by more than just words. High-quality data visualisations, charts, and infographics do the heavy lifting so the spokesperson doesn’t have to. When we prep a spokesperson, we provide a thorough briefing pack – interviewer profiles, recent coverage themes, and the specific ‘hooks’ that will keep the media engaged.
In an era of automated content, the ‘human’ interview is the last bastion of true credibility. Technology cannot provide empathy, and it cannot provide the lived experience of an expert who has spent years in their field.
Established authority
Ultimately, an interview is a high-stakes encounter with the public that requires more than just technical knowledge; it requires presence and poise.
By mastering the ‘bridge’ and acknowledging the camera as their direct audience, spokespeople can move past the limitations of a short-lived soundbite. Success in this arena is defined by the ability to leave a journalist and their audience with a clear, lasting impression of expertise and trust.
