A good spokesperson will help their company grow by listening to their communication advisors.
Is a spokesperson necessary for your company? The answer is yes. But is it necessary for that spokesperson to be prepared to engage with your stakeholders: shareholders, customers, the media, and other interest groups? The answer is doubly affirmative.
A spokesperson is a company executive designated to project and contribute to the positive image of the organisation. In this role, the spokesperson often gives statements to the media to make announcements, issue apologies, or simply delve into relevant information that involves or interests the company.
Knowing the company’s values, mission, or vision is not enough; the spokesperson must go further and have a clear understanding of the company’s unique value proposition, be aware of sensitive issues that could affect it, and thoroughly prepare their speech before making any statements. These aspects are fundamental and should be continuously monitored by their communication advisor or Public Relations agency.
If you’re just starting to interact as a spokesperson, follow these tips to better perform your role:
Your company, your home.
We usually know our home well and are aware of what goes on in it. The same applies to a company— as the “face of the company,” you must know all its aspects and have up-to-date information about its daily operations. This way, if a media outlet contacts you, you can provide a version that strengthens your corporate image.
Fall in love with your product or service.
If you’re convinced of the effectiveness of your product or service, it will be easier to talk about it. Highlight its benefits and ask yourself why someone would buy it and how it would benefit them. The audience will feel a connection with a message that suggests your product is essential for making their life easier.
Know your target audience.
Understanding your consumers or users will be very useful, as it will help create a sense of closeness. Speak in the same language as your target audience, clearly and concisely, and structure your speech to offer complete answers that leave no room for doubt.
Manage a Q&A document.
A Q&A document is a valuable resource with information of interest to the media, especially on aspects that might put the spokesperson in an uncomfortable position.
Read the news.
The news is a constant source of opportunities for a spokesperson to position their company. In the case of a current event affecting your industry, there are ways to make your company stand out as a leader in the field. Or, if a situation arises directly related to your company, you can take communication actions before the media start asking questions.
There is no small media outlet.
All media outlets are important, so never dismiss an interview with any media outlet that shows interest in your company. Remember, today’s small media outlet could be tomorrow’s giant.
Take care of your physical appearance.
Depending on the situation, choose your attire wisely. If attending a television interview, wear something formal; for a radio interview, casual attire is more appropriate.
Being a spokesperson is a skill that is mastered with practice, so consult with your communication advisors about any doubts before taking on your role. They can surely provide you with the guidance needed to make the most of your next media appearance.