How can you keep a spokesperson from sounding stiff and rehearsed during a media interview?

We have all heard a media interview, a public statement, or a press release being read to an audience where the spokesperson sounds stiff and rehearsed. At times, they may even just be reading off their script, lacking eye contact with the audience and lacking heartfelt emotion when appropriate. Do you recommend that a spokesperson gets media trained to avoid this situation? What if a media training only leads to more of a “rehearsed” sounding performance?

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