Media Training Tune-Up: Sharpen Your Spokesperson Skills Before Summer

Summer is nearly here—and with it comes more media attention. From parades and festivals to heat waves and fire danger, your agency may find itself front and center. Now’s the time to tune up your media skills before the season heats up.

This quick training refresher is created for public information officers and anyone who speaks on behalf of your agency.

When was the last time you practiced delivering a statement on camera? When did your team previously review key talking points?

Ask yourself:

• Am I confident speaking during a crisis or live briefing?
• Can I clearly explain my agency’s priorities in 30 seconds or less?
• Do I have updated contact sheets and media FAQs ready?

You don’t need a complete workshop—just a focused check-in to get back in shape.

Great media interviews rely on a few core principles:

• Stick to your message. Know your top three points and repeat them.
• Bridge effectively. If asked a tricky or off-topic question, use a transition like: “What’s important to know is…”
• Avoid jargon. Say “heatwave,” not “excessive temperature event.”

Staying calm and confident builds public trust, especially when the cameras roll.

Review seasonal events that might generate interviews or press interest:

• Heat-related illness and cooling centers
• Fourth of July safety or public events
• Wildfire response and readiness
• Water safety or increased road travel

Assign mock roles and rehearse responses. Use real examples from last year’s headlines.

Set up a quick on-camera drill. Record yourself (or a colleague), then play it back:

• Are you speaking clearly and slowly?
• Do you avoid filler words like “um” or “you know”?
• Are your facial expressions and posture confident but natural?

Focus on short, shareable sound bites: 10–30 seconds that hit your key message. These can be reused for social media later.

• Refresh media contact lists.
• Review or rewrite your agency’s talking points.
• Create a few “evergreen” statements for common questions.
• Draft ready-to-go social media captions for emergency messaging.

Ensure your messaging reflects current community concerns, from fentanyl to fire season.

Many interviews now happen live on social platforms. Practice for:

• Facebook or Instagram Live interviews.
• Answering viewer questions in real-time.
• Giving updates through short video clips or voiceover reels.

Spokespeople need to be comfortable communicating where the audience is.

Bring in a trainer—or use someone internally—to run a 1-hour session with your team. Focus on one or two real-world scenarios and rotate spokespeople through short drills.

Bonus: Invite a local journalist or communications peer to provide feedback.

Media training isn’t just for rookies—it’s a muscle that needs occasional use. Taking time to practice now means you’ll be ready when the call comes in on a hot summer day.

Confidence comes from preparation. And your community notices the difference.