3. Appear pleasant on camera by avoiding nervous habits that people interpret as deception. A spokesperson needs to have strong eye contact, limited disfluencies such as “uhms” or “uhs”, and avoid distracting nervous gestures such as fidgeting or pacing. Coombs (2007a) reports on research that documents how people will be perceived as deceptive if they lack eye contact, have a lot of disfluencies,or display obvious nervous gestures.
4. Brief all potential spokespersons on the latest crisis information and the key message points the organization is trying to convey to stakeholders.