Preparing to face the media in times of crisis : training spokespersons’ verbal and nonverbal cues

Seventeen in-depth interviews with professional media trainers from Belgium were carried out to examine which recommendations are offered during media training of organizational spokespersons. The interviews reveal the recommendations of media trainers concerning verbal, visual, and vocal cues of spokespersons, with special focus on addressing the media in times of organizational crisis. The findings offer a structured overview of practical recommendations given by media trainers to organizational spokespersons. In addition, the findings put the scarce academic literature about the optimal verbal and nonverbal delivery of crisis responses into perspective, by showing if and how those theoretical aspects are addressed in practice. Based on these insights a research agenda for crisis communication delivery is set.

Publication year:2020

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