A step-by-step guide to preparing police, council or public sector spokespeople for difficult media interviews, written from the journalist's side of the table.

Most people working in communications are trying to do the right thing. They want to steady the situation, reduce harm, and keep trust intact. But "strategic comms" can slide into defensiveness easily, and the response can end up sounding more like protecting credibility than listening.

This article explores seven of the most common communication mistakes local authorities make and offers practical solutions that communications teams can implement immediately.