Making the Shift from Coach to Spokesperson

Many of us in public relations spend years coaching executives and colleagues on how to shine as spokespeople. But stepping into that role ourselves? It is often far more challenging than we expect. Teaching and delivering are two very different skill sets.

If you are about to make the transition, here are five ways to succeed as the media’s go-to contact for your organization:

Immerse Yourself in the Content
Move beyond training materials. Become deeply familiar with your industry, your organization’s subject matter, and the latest programs or products. Know the key research and data points cold, even if you will lean on internal experts.

Rehearse Like It’s Live
Do not wait for the first real interview. Arrange mock sessions with your media team or hire a coach. Practice across formats—TV, radio, podcasts—until your delivery feels smooth, natural, and on-message.

Build Relationships with Journalists
It is a two-way street: they need stories, and you need to share your message. Research their beat and angles, tailor your talking points to their interests, and demonstrate that you are a reliable source.

Be a Resource, Not Just a Soundbite
If you cannot answer a question, point them to someone who can, even outside of your organization. Help them get what they need for the editor/producer to green light the story.

Make Complex Topics Clear
Reporters are often generalists. Take time to explain issues without condescension. Offer data, reports, and internal expert access to give them a full picture.

Finally, always ask for the interview angle in advance and build in prep time. Anticipate possible scenarios, craft key messages you can weave into answers and stick the landing on your close.

💡 Ready to step confidently into the spokesperson role? I coach executives and teams on mastering media interviews and high visibility communications.

👉 Contact me here to book a session or learn more.