Silence during a crisis involving spokesperson skills is itself a statement. Credibility in the wider communications and media practice agenda is spent quickly and rebuilt slowly. Post-incident reviews keep identifying weaknesses in this strand of communications and media practice that were visible long before the incident. It is appropriate for those preparing to take on wider responsibility for spokesperson skills. The outcome is a practitioner who can hold a position on the communications and media practice capability and revise it on evidence. The programme uses small-group work so that each participant's treatment of the communications and media practice discipline is examined, not just described. Progress on spokesperson skills is usually lost in the gap between approval and execution. The course gives participants a defensible structure for the practice within communications and media practice and the judgement to adapt it. The final session converts the week's work on this part of communications and media practice into commitments with owners and dates.
Expected Learning Outcomes
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Sequence internal and external communication about spokesperson skills correctly.
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Write materials on spokesperson skills that a journalist can use without rewriting.
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Build relationships with media covering spokesperson skills before you need them.
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Identify the failure points in spokesperson skills most likely to cause loss, and control them first.
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Protect the personal reputation of leaders associated with spokesperson skills.
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Review contracts and agreements for the obligations they create around spokesperson skills.
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Sequence improvements to spokesperson skills so that each step makes the next one easier.
Who Should Attend
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Public sector officials applying spokesperson skills within a regulated framework.
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Digital and social media managers handling spokesperson skills online.
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Internal communications staff explaining spokesperson skills to employees.
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Journalists and editors working on stories involving spokesperson skills.
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Government relations and public affairs officers covering spokesperson skills.
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Procurement and contracting staff whose agreements set obligations around spokesperson skills.
