V Skill HF-D2.6-001 job-specific 8 skills

Media relations and spokesmanship

Speaking to journalists on behalf of the organisation, holding key messages under pressure and judging the reputational consequences of statements.

How hrmforce measures this

Simulated work situation, usually digital, with standardised scoring.

Level	Behaviour at this level
N1 Guided	Refers press questions to the spokesperson, records the question and uses only factual information that has been released. works under supervision and follows instruction · routine, one variable at a time · own task
N3 Proficient	Gives an interview about own dossier independently, holds to three key messages and corrects incorrect assumptions immediately. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process
N5 Leading	Acts as lead spokesperson during a crisis, sets the communication line with the board and restores trust with press and public. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession

N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.

These skills inherit the assessment route and the behavioural anchors of this construct.

T	Skill	Definition	Demand outlook 2026 to 2030
V	Writing a press release Press release · Media release	Writes a press release with a newsworthy headline, core facts in the first paragraph and a quote.	stable
V	Spokesmanship during an incident Incident spokesmanship · Crisis media response	Releases factual information during an incident within the limits of investigation and privacy.	stable
V	Holding key messages under pressure Message discipline · Staying on message	Sticks to the agreed key message under critical or leading questions without evading.	stable
V	Giving an interview to a journalist Media interview · Press interview	Gives an interview with a predetermined message, quotable phrasing and agreements on review.	stable
V	Answering press queries by deadline Press enquiries · Media queries	Handles media questions within the journalist's deadline with internal alignment and documentation.	stable
V	Preparing a question and answer document Q and A document · Media briefing pack	Prepares in advance a list of expected questions and agreed answers for spokespeople and management.	stable
V	Executing a crisis communication plan Crisis communication · Crisis playbook	Executes the communication playbook in a crisis with fixed roles, channels and moments of messaging.	stable
V	Performing on camera On camera performance · Media training	Speaks on camera in short sentences with calm posture, steady gaze and a recognisable key message.	stable