What Reporters Wish Spokespeople Knew

Having spent years as a television reporter before becoming a spokesperson, I've had the opportunity to see media interviews from both sides of the camera. While every reporter is different, there are a few things I wish more spokespeople understood.

Most reporters aren't trying to "get you."

One of the biggest misconceptions I encounter is that journalists are looking for ways to trick or embarrass interviewees. In reality, most reporters are simply trying to understand an issue and explain it to their audience. Asking difficult questions is part of that job.

Deadlines shape almost every interaction.

Newsrooms move quickly. Whether a reporter has an hour or an entire day to work on a story, time is always a factor. Returning a call, acknowledging an email, or simply letting a reporter know when you'll have more information can make a significant difference.

Clear explanations are more valuable than technical language.

Some of the best interviews I conducted were with people who could explain a complicated issue in plain language. They didn't oversimplify the facts, but they made them accessible. That's a skill every spokesperson should strive to develop.

It's okay not to have every answer.

Reporters understand that information changes, especially during developing situations. It's far better to acknowledge that you're still confirming details than to speculate or provide information that may later prove to be incorrect.

Every interaction matters.

Your relationship with a reporter isn't built only when the camera is rolling. It's shaped by every email, phone call, follow-up, and conversation along the way. Professionalism, honesty, and respect are remembered long after a story has aired or been published.

One of the things I appreciated most as a reporter was working with spokespeople who understood that we had different roles but a shared goal: helping the public understand what was happening.

That perspective has stayed with me throughout my career.

The strongest media relationships aren't built on avoiding difficult questions or expecting favourable coverage. They're built on trust, respect, and a shared commitment to providing the public with accurate, timely information.

When spokespeople understand how journalists work - and journalists trust the people they're speaking with - everyone is better positioned to do their job well.