These are White House advice to government spokesmen in Jordan

White House spokeswoman Jen Psaki gave professional advice to government spokespeople in Jordan, as part of the training course for Jordanian government spokespeople at the Jordan Media Institute, in the capital, Amman, according to the state-run Al-Mamlaka channel.

Psaki said, via video link to Jordanian spokesmen, that press rental and communication with the press must be continuous.

She advised them to know the journalists and reporters and the nature of the media outlets in which they work.

She said: "The spokesman should know who his audience is and with whom he is speaking," pointing out that specialists can sometimes be sought during the briefing and press conference, especially when dealing with crises and natural and health disasters, because it helps provide facts and reliable information to the public.

In essence, the White House spokeswoman explained that the nature of the spokesperson's work is "an effective communication link between the official and the public."

And she stressed the need for the official spokesperson to have knowledge, honesty and familiarity with all the details before providing them, in addition to "knowing the information and the content of the messages that are supposed to be conveyed to the public in an attractive manner far from confrontation or verbal violence, even when any rumor or incorrect information is denied."

Psaki said a spokesperson should also have the courage to admit that he did not know information about an event or issue, while making a promise to obtain the information and present it to the public.

It is noteworthy that the training course for government spokespersons was held within the project "Supporting Media Capabilities and Strategic Communication for the Jordanian Government", which is implemented by the Jordan Media Institute in partnership with the Office of the Minister of State for Information Affairs in the Prime Ministry and in cooperation with the United Nations Development Program.

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