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Spokespeople: Be authentic-lose the overscripted Q&A doc


When most people deliver words that are not their own, there is a perceptible difference in the way they deliver them. It seems that scripted "key messages" and reliance on written Q&A documents for interviews tend to have a negative impact on credibility, as rated by both journalists and PR assessors on spokesperson assessments. Most spokespeople will be perceived as more open and honest when speaking in their own voice and style, rather than delivering scripted messages. The author is not saying it's always possible to lose the Q&A doc entirely. But where it is possible, and where credibility is key, she believes it's preferable to work with spokespeople to develop their own answers within a framework, rather than providing written answers.

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