| 1. Your primary job as a spokesperson is to: |
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Help reporters get their story
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Create win-win outcomes with reporters wherever possible
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Stay on message
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Control the interview and/or reporters
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| 2. You get to control one aspect of exchanges with reporters, which is: |
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Your message
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The interview if you're properly trained
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What you say
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The final story
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| 3. If you are able to say "yes" or "no" and stop talking, particularly during interviews with print reporters, you will: |
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Increase the context and reduce the risk
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Reduce the context and increase the risk
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Reduce the context and reduce the risk
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Increase the context and increase the risk
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| 4. When you're engaged in a live broadcast interview, you should: |
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Frequently mention your product, service and organization
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Ignore the journalist's questions if you don't like them
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Carry on a conversation with the audience regardless of what the journalist asks
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Carry on a conversation with the journalist, with an eye toward influencing specific audiences important to your organization's success
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| 5. To think strategically after you've negotiated the interview, you should: |
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| Understand who the
journalist is trying to reach, and determine how these specific
audiences are important to your organization's success |
| Think of all the possible questions the reporter could ask |
| Develop specific messages and stick to them |
| Help the journalist do his or her job |
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| 6. Your most important priority as a spokesperson is to: |
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Protect yourself
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| Convey messages |
| Protect the organization |
| Answer questions |
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| 7. There are three opinions about any issue, which are: |
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| Our opinion, their opinion and those who don't care |
| Positive, negative and none |
| The right opinion, the wrong opinion and everyone else's opinion |
| Positive, neutral and none |
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| 8. When working with reporters, it is most important that you: |
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| Change the subject if the reporter asks a question that causes you discomfort |
| "Dance" around areas of weakness in your organization |
| Be honest and straight forward wherever and whenever possible |
Spin the story
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| 9. According to public relations and marketing research, the two most significant ways to analyze audiences are: |
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| Age and gender |
| Ethno-cultural origin and income |
| Whether or not they're taxpayers |
| Demographic characteristics and shared opinions |
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| 10. Professor Mehrabian's body language research around the numbers 55%, 38% and 7% tells us that: |
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| We need to smile to create the right first impression |
| We should be sincere and honest when communicating, so that words and gestures work together naturally |
| We should create the right gestures to take advantage of the 55% |
| We should take voice training to improve the 38% |
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