When preparing spokespersons for media, I focus on three key things: Core Messaging Alignment – Ensure they clearly understand the "why" behind the rebrand and can articulate it in simple, relatable terms. Scenario-Based Media Training – Practice handling tough questions, competitor comparisons, and unexpected twists with confidence and clarity. Tone Consistency – Align their communication style with the new brand voice—whether it's bold, empathetic, innovative, or grounded. Consistency across people and platforms builds credibility during a major transition. 🎯

Rebranding is more than a visual change, it’s a strategic reset. It marks a new chapter in our organization’s story, one that requires clarity, confidence, and consistency at every public touchpoint. When preparing spokespersons for media inquiries during a rebranding, we treat them as ambassadors of this new narrative. We ensure they are: Fully immersed in the ‘why’ behind the rebrand—its purpose, direction, and expected impact. Aligned with the brand’s refreshed voice, values, and messaging, so their communication reflects the transformation authentically. Equipped with tailored key messages, Q&A sheets, and scenario-based media training, especially for sensitive or transitional topics.

Rebranding is a powerful transformation, and your spokespersons must reflect that change with confidence and clarity. Start by ensuring they fully understand the essence of the new brand—its values, vision, and voice. They need to live and breathe the message. Hold media training sessions that focus on the key messaging, anticipated questions, and how to handle difficult inquiries. Equip them with stories that humanize the brand’s evolution, and make sure they can speak authentically about the why behind the rebrand. Finally, emphasize consistency—every spokesperson should be aligned in how they represent the brand, from press conferences to social media.

To prepare spokespersons for media inquiries when your company is undergoing a major rebranding, it's crucial to provide them with as much information as possible to ensure maximum preparedness, confidence, and effectiveness when handling the public and the press. Context is key to publicly presenting this rebrand in the most positive, constructive, and customer-centric light possible, so it's essential to provide as much context as possible to your front-line PR representatives.

When a company undergoes a major rebrand, media attention is inevitable and how your spokespeople show up can make or break the narrative. Preparation is everything. Start by aligning on the core message: why the rebrand is happening, what’s changing, & what it signals for the future. Train spokespeople to handle tough ques, bridging back to key points with clarity and confidence. Equip them with a robust media kit—talking points, visuals, FAQs, and brand story essentials. Ensure consistency across the board by aligning all internal teams on messaging. The biggest mistake to avoid? Letting spokespeople “wing it”— it can quickly dilute or derail your brand story. A well-prepared spokesperson doesn’t just communicate change, they embody it.