We’ve all seen it: a confident executive steps into the spotlight for a media interview, only to freeze under pressure or ramble off message.

Being a great spokesperson may look easy, but most people underestimate just how much preparation it takes to show up poised, clear, and on message. Because the truth is, good spokespeople aren’t born. They’re built—and building them takes more than just media buy-in and a quick prep call.

So, what makes a great spokesperson?


The Most Common Misconception: “They’ll Be Fine”

Some of the smartest, most articulate people you know can turn into a deer in headlights when faced with a tricky question or a flashing red recording light. Why? Because media interviews are a unique beast. You have a short window to communicate your message, you’re being recorded (sometimes live), and your words can be edited or lifted out of context.

Still, we often hear things like:

  • “They’re great in meetings—they’ll crush this.”
  • “They already know the message—we don’t need training.”
  • “We’ll just see how it goes.”

Pro tip: don’t just see how it goes.

Even a basic question can trip up an unprepared spokesperson. Case in point: Sarah Palin’s 2008 interview with Katie Couric, where a simple “What newspapers do you read?” led to a viral, credibility-damaging moment thanks to a vague response that didn’t land with the audience. The lesson? Media training isn’t just for crises—it’s for composure in the everyday.


What Makes a Strong Spokesperson

Here at Abel, we’ve supported spokespeople across every type of industry and stage—from CEOs on national broadcasts to local leaders giving their first interview. The most successful ones share a few key traits:

  • Message discipline: They stay focused on what matters without sounding canned.
  • Authenticity: They bring warmth and empathy that helps humanize a company or brand.
  • Clarity: They know how to explain complex ideas in simple, relatable ways.
  • Composure: They’re able to navigate tough questions without getting flustered.
  • Soundbite savvy: They know what’s going to get pulled into a headline and deliver it intentionally.

These are learned skills, and they don’t happen overnight. Here’s an example of a great spokesperson in action: Candace Dickens from our client and friends at Baltimore School for the Arts (BSA), talking about the school’s TWIGS program during a local Giving Tuesday segment. And here’s another: Dr. Estelle Jean from MedStar Montgomery Medical Center (MMMP) highlighting the importance of heart health during American Heart Month after the pandemic.

Both interviews show what’s possible when a spokesperson is grounded in their message and confident in their delivery.


Start With the Right Foundation: Messaging That Matters

Before we dive into interview prep or media training, let’s rewind. Because a strong spokesperson needs more than just confidence—they need clarity. That’s where a strategic communications guide comes in.

A communications guide is the backbone of any PR campaign. It outlines key things like:

  • Core messages
  • Supporting proof points (or validators)
  • Mission, vision, and values
  • Key audiences
  • Tone and voice
  • Topics to avoid

When spokespeople understand what they’re saying, why it matters, and who they’re talking to, they’re far more likely to show up confident, clear, and on-message.

Think of it like building a house. Messaging lays the foundation. Media training gives it structure.


Practice Makes Polished: Why Media Training Isn’t Optional

Even the best messaging in the world won’t land if it’s delivered with shaky hands or a blank stare.

Media training gives spokespeople the chance to practice interviews in a controlled setting with virtually no pressure. It helps them understand the difference between a casual conversation and a recorded quote. It builds muscle memory for bridging techniques, body language, tone, and pacing. And it teaches them what to do when things go off-script.

We’ve led clients through mock interviews where they thought they were ready, only to realize how hard it is to keep their cool under pressure or ensure they’re weaving the right key messages into the conversation without sounding too canned. It builds respect for the craft, and gives them the reps they need to get better.


What Reporters Wish You Knew

Journalists don’t want a walking press release. They want a real human who can help bring a story to life. The best spokespeople are the ones who:

  • Speak plainly, not in jargon
  • Know their stuff, but don’t try to dominate
  • Answer questions, and know how to pivot gracefully
  • Offer soundbites that are quote-worthy and insightful

Whether you’re prepping someone else or stepping into the role yourself, a well-prepared spokesperson—paired with strong messaging—is one of the most valuable assets a brand can have.


The Bottom Line

Your spokesperson is often the face of your brand. Whether it’s a founder on a podcast or a program director speaking to local media, how they show up and represent really matters.

Investing in a solid foundation through clear messaging and smart training helps ensure they’re not just “good enough,” but great. That preparation can be the difference between a headline that builds trust and one you wish you could take back.

At Abel, we help clients become confident, compelling spokespeople—starting with the right message and sharpening delivery through hands-on media training. If your team could use a little polish before the next big interview, we’d love to help!