A good spokesperson will make their company grow if they listen to their Communication advisors.
Is a spokesperson necessary for my company? The answer is yes. But is it necessary for that spokesperson to be prepared to talk with its stakeholders: shareholders, customers, media and other interest groups of the company? The answer is doubly yes.
A spokesperson is the executive designated by the company to project and contribute to building a positive image of its organization. In this task it is common for the spokesperson to give statements to the media to make announcements, apologize or simply delve into relevant information involving or of interest to the company.
It is not enough to know the values, mission or vision; the spokesperson must go further and be clear about the company’s differentiating value, know the sensitive topics that could affect it and study their message carefully before giving an opinion. These aspects are essential and must be monitored permanently by your communication advisor or your Public Relations agency.
If you are starting to act as a spokesperson, follow these tips to perform your role better:
- Your company, your home. We usually know our home well and are aware of what happens in it; a company is the same, so the “face of the company” must know all its aspects and also handle up-to-date information about the day-to-day. That way, if a media outlet requires it, you will be able to give a version that strengthens your corporate image.
- Fall in love with your product or service. If you are convinced of the effectiveness of your product or service, it will be easier to talk about it. Highlight the benefits it has and ask yourself why you would buy it and how it would benefit you. The public will feel a close message with a proposition they absolutely must acquire to make their lives easier.
- Know your target audience. Knowing your consumers or users will be very useful because it will help them feel closeness. Speak in the same language as your target audience, clearly and concisely, and build your message to offer complete answers that leave no room for doubt.
- Keep a questions-and-answers document. The Q&A, or questions-and-answers document, is a valuable support with information of interest to the media, especially on aspects that could make the spokesperson uncomfortable.
- Read the news. The news is a permanent source of opportunities for a spokesperson to position their company. When a current issue arises that could touch your industry, there are ways to make your company shine as a leader in its field. Or if a contingency directly related to your company occurs, you will be able to take communication actions before the media’s questions arrive.
- There is no small outlet. All media outlets are important, so never dismiss an interview with any outlet that is interested in your company. Remember that the outlet that is just starting today may be the giant of tomorrow.
- Take care of your appearance. Depending on the situation, decide your attire. If you attend a television interview, wear sober clothing; if, on the other hand, you go to a radio interview, it is best to dress casually.
Being a spokesperson is an exercise mastered with practice; consult your communication advisors about every doubt you have before performing your role. They will surely be able to give you the guidelines to get the most out of your next media appearance.
