How to Involve Local Spokespersons

One key step in involving the media and educating the public is to identify and train representatives to conduct media interviews and appear at speaking engagements. These spokespersons will establish a relationship with local media and help put a face on the issue. Since most people do not have the time to commit themselves full-time to such a role, it is important to train several backup spokespersons so you never miss a chance to spread your message.

When selecting a spokesperson, one of the most important qualities to seek out is knowledge of the issues. Identifying someone who is very familiar with the facts, current stories and issues relating to energy and the environment will ensure that any media coverage will not be wasted.

Other qualities to look for in a spokesperson:

• Be personable and at ease when speaking publicly.
• Have a clear, pleasant speaking voice.
• Be an interesting conversationalist.
• Have some public speaking experience and, preferably, experience talking with members of the media.
• Have a working knowledge about issues related to energy and the environment.
• Be “fast on their feet” and able to handle non-scripted responses.

Preparing Spokespersons
Most Americans have strong feelings about the environment, and everyone appreciates having their own perceptions validated by others. That is why, in almost all cases, stories from personal experience will generate positive emotional responses from audiences. A seasoned environmental advocate can be a wonderful spokesperson. But a neighbor upset about the logging she saw while her family vacationed at Yellowstone can be just as compelling. In either case, making an emotional connection with your audience is key.

Here are some tips to get the best possible results when speaking to an audience or with a media representative.

• Speak from the heart and from personal experience whenever possible.
• Decide what you most want to say and then practice how you will say it. If you agree to an interview, have a friend, family member or staff member ask sample questions so you can rehearse your responses.
• Anticipate difficult questions. It is always OK to say that you do not know the answer to a question, or that you do not want to continue.
• Always assume that anything you say to a representative of the media is “on the record” and might be repeated in a story.
• Be aware that a media story or headline may be portrayed in a more dramatic way than you expect.
• Choose your words carefully and avoid slang, unrelated remarks, and angry responses.
• Do not feel the need to volunteer information just to fill in uncomfortable silences.
• Make helpful suggestions to others about what they can do, and encourage your audience to take action.

Before media interviews or public appearances, your spokesperson should be prepared with:

• General information about energy and environmental policy.
• Ready answers to questions about national reform efforts, and state and local responses to the issue.
• Working knowledge of the information in this packet.
• A local or national phone number people can call for more information, and/or a web site they can visit.
• A press kit that includes a single page of bulleted messages, talking points, and phone numbers and web addresses where audiences can find more information.

When scheduling media interviews and speaking engagements, provide the reporter or organization with a paragraph-long biographical sketch for the spokesperson (not a full resume) that includes the credentials that qualify her or him as an “expert.” The reporter or organization will use the sketch to introduce your speaker.