Know more than just your lines. Learn the facts, likely challenges, and limits of your knowledge. Practice concise answers in your own words. Listen and think before answering. Let colleagues challenge weak answers before a journalist does. The follow-up question often reveals whether you understand your first answer.

“I don’t know” is a good answer. When you do not know an answer, say so and explain how you will check. Promise a follow-up only if you can deliver it. Keep the promise. Refer questions beyond your expertise to someone qualified. Certainty is not a qualification.

Answer first, then bridge. Answer the question, correcting any false premise, then connect your answer to relevant facts or action. “Here is what we do know, and here is what we are doing” can help. Substituting an easier question or a slogan wastes everyone’s time.

The camera sees more than words. Choose a format, setting, and manner that suit the situation. Assume that images and clips may be shown without their original context. Avoid staged emotion, misleading visuals, and unverified evidence.

The delivery must fit the situation. Be attentive and composed. Consider those affected by the crisis. Match your tone to the circumstances. A smile can seem callous; nodding can imply agreement. Avoid distracting movements. Silence notifications.