A Savvy Spokesperson
Far
too often the company spokesperson is picked by default. They are available,
they understand the ins and outs of the business or maybe it just comes down to
the fact that they're the boss. But none of the above really makes for a good
spokesperson. Choosing the person that represents your company in the media and
public eye is one of the most important marketing decisions you will make. Set
ego aside and take some time to make the best choice. Here are some tips to
help:
- Look for someone that is a bit of a
ham and will enjoy the attention. As annoying as they can sometimes be, these
people tend to have the outgoing personality needed for a spokesperson.
- Yes they should know the company
inside and out, but the real challenge is can they easily explain what the
company does to someone outside the industry. A person that can easily and
quickly break down complicated issues into layman's terms makes for a great
spokesperson. Often the person that knows the most about the business, tends to
have a hard time getting to the point and describing things simply.
- How do they handle pressure? You
want someone that is passionate, but if they are a hot head and tend to fly off
the handle when agitated, spokesperson is NOT the position for them.
- How do others react to them? Are
they likable? The person that everyone seems to want to chat with at the holiday
party? This could be your spokesperson.
- How well do they follow
directions? Do they seem to want to change things up or add a little something
different when given a task? This may not be your spokesperson. A good
spokesperson needs to be able to follow talking points and stay on
task.
- Finally, if you are the boss, consider that someone
other than yourself may be the better spokesperson. You will always be needed
from time to time, but if you are not the best overall face for your company,
that's okay. You are busy running it!
Be sure to
check out our Blog for more tips on appearing in the media.
All
Our Best,
Jodie
& Jeff HeisnerBottomLine
Media Coaching
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