At anytime, but especially if a reporter’s eyes start to glaze over, train your spokespeople to say something like, “Am I making any sense here?” or “Have clear on this point?” You do this because in my experience reporters, especially I been new ones, are reluctant to admit they don’t know what in the world you’re saying. By asking if you have been clear, you put the responsibility for the confusion back on you rather than them. It is much easier for a reporter to say you haven’t been clear than to say he or she isn’t getting it.