Question

Which of the following should a spokesperson be taught to avoid?

A.Saying no comment to a question or remark.
B.Being too up front about what the organization is doing to respond to the crisis.
C.Admitting that a mistake was made.

Answer 1

A spokesperson should avoid 'saying no comment', projecting familiarity with the topic by over-apologizing, and being too authoritarian. They should practice uncertainty communication and have prepared issue-specific messages.

Step-by-step explanation:

Spokesperson Communication Strategies

A spokesperson should be taught to avoid saying no comment to a question or remark. This often conveys a lack of transparency and can harm the credibility of the organization. Instead, spokespersons should be trained to fairly represent uncertainty without providing false information or suggesting unfamiliarity with the topic. Phrases like “it seems that,” or “it appears to me that,” help to invite the audience into a constructive conversation without projecting a sense of unwarranted authority. Moreover, a spokesperson should avoid being too apologetic as suggesting they are unsure or unfamiliar with the topic can undermine their credibility and the organization's position.

Utilizing language that couches the message in uncertainty without evasion is crucial. Terms like “potential,” “likely,” and “risk” maintain a tone of credible concern. It's also vital to prepare issue-specific messages that can be conveyed quickly and effectively in various media formats.