When a crisis strikes—be it an oil spill, a fire aboard a ship, or another high-impact event—stepping in front of the media as a spokesperson is one of the most critical and high-stakes roles in the entire response effort. Your words, tone, and demeanour will help shape public perception, reassure stakeholders, and represent your organisation in a moment of intense scrutiny.
Being well-prepared is not just beneficial – it’s essential. At Navigate Response, we work closely with our clients to ensure their spokespeople are fully equipped, confident, and ready to lead with clarity and authority. Here’s what every spokesperson should know and do before facing the press in a crisis.
1. Know Your Role in the Big Picture
Before preparing what to say, it’s crucial to understand where your voice fits within the broader crisis response structure.
If your organisation is the responsible party in an incident governed by the Incident Command System (ICS), your communications must align with those of the Joint Information Centre (JIC). The goal is consistent, accurate and coordinated messaging—particularly if you are working within a Unified Command structure.
As a spokesperson, your job is not only to speak for your company but also to support the integrity of the unified response. Navigate Response ensures our clients are properly integrated into the public information flow, often serving as the PIO or providing liaison support to the JIC to ensure alignment and clarity.
2. Get the Facts
Your credibility hinges on the accuracy of your statements. A key part of preparation is gathering verified, up-to-date information about the incident.
- Coordinate with your internal teams, legal advisors, and the JIS (if one is established) to collect:
- Known impacts (environmental, human, commercial)
- A clear timeline of events
- The nature and scale of the incident
- Current response actions
- Anticipated next steps
Navigate Response supports this process by distilling technical details into accessible talking points that are easy to communicate effectively.
3. Craft Clear and Empathetic Key Messages
Facts alone are not enough—you also need to frame them with empathy. Your audience wants to hear not just what happened, but what you’re doing about it, and why they can trust you to do the right thing.
Key messages should cover the 3P’s:
- Pity – show empathy for the people who have been impacted (or that may feel impacted).
- Praise – take a moment to acknowledge the people who are doing great work. This might be the vessel crew, first responders, bystanders who jumped in to assist or… there is usually a long list of people working hard.
- Promise – make a commitment about something you’re going to do. It might be to conduct an investigation, to establish a claims hotline or to deploy boom. Just make sure that anything you promise is within your power to do.
We recommend preparing three concise key messages and repeating them as appropriate. Navigate Response works closely with clients to tailor these messages to the specific situation and cultural context.
4. Anticipate Difficult Questions
You will be asked tough, possibly aggressive questions. Preparing answers to likely questions helps prevent defensiveness or missteps under pressure. Common topics include:
- Cause of the incident
- Environmental or health risks
- Company responsibility
- Compensation and reparations
- Regulatory or legal implications
Navigate Response will help to develop a set of anticipated questions and prepared responses. In advance of going in front of the microphones, we will provide coaching on some dry runs to help the spokesperson answer truthfully, stay on message, and avoid common traps such as speculation or blame-shifting.
5. Master Your Delivery
It’s not just what you say—it’s how you say it. The public will scrutinise your tone, body language, and facial expressions. The goal is to project calm, control and compassion.
Here are a few key delivery tips:
- Speak slowly and clearly—nerves often make people speed up.
- Avoid jargon or overly technical language —people lose interest
- Acknowledge uncertainty honestly when you don’t yet have all the answers.
6. Coordinate with the Team
No spokesperson stands alone. Make sure you are fully briefed by:
- Your internal response team
- Legal counsel
- Senior leadership
- The JIS or Unified Command structure (if applicable)
We help our clients establish clear communication protocols and ensure all stakeholders are aligned. This avoids last-minute surprises and mixed messaging.
Conclusion
Being a spokesperson in a crisis isn’t about having all the answers—it’s about being a steady, informed and trustworthy voice when it matters most. With proper preparation, grounded in facts and empathy, a well-trained spokesperson can help calm tensions, maintain public confidence and protect the integrity of the broader response.
At Navigate Response, we specialise in helping our clients prepare for these high-pressure moments—from crafting messages and anticipating questions to full media training and JIC support. Because when you step up to the mic, you’re not just speaking for your company—you’re helping shape how the world understands your response.
