The Spokesperson is the Gatekeeper

A Spokesperson is the gatekeeper of your brand’s reputation as the face and voice of your brand. They are there to assist you in steering the ship throughout a crisis. A good Spokesperson is a unique and uncommon breed. They are corporate and industry experts, media professionals, and the most likeable person in the room all at the same time. Having a competent Spokesperson on your team can help your media relations greatly.

In my opinion, you should choose talented and intelligent spokespersons since they will become the face and voice of your brand’s reputation. They are there to assist you in directing the ship during a crisis. A good Spokesperson is a unique and rare breed. They are at once a company and industry experts. Having a competent Spokesperson on your team can help your media relations tremendously.

Spokespeople assist companies in transitioning from an ‘it’ to a ‘we.’ There will be a psychological barrier between you and your audience if the public does not comprehend what you do and why you do it. Hugo Stienstra, PR/Reputation manager for paints and coatings business AkzoNobel, provided advice on spokesmanship.

“It’s very important for companies to constantly tell people who you are; what you stand for, what products you make, what your morals and values are, what is going well in your organization and what could be improved, and your plan to improve those things. Especially for big companies who are in the spotlight a lot.”

– Hugo Stienstra, AkzoNobel

What is a typical day like for a Spokesperson?

Most spokesmen will tell you that their days are never the same; since the news changes so quickly, they may be forced to clear their schedule and concentrate on a story. Nonetheless, some of their key operations are as follows:

Arranging interviews and events, aligning messaging with their team and organization, creating media releases, planning forthcoming stories, resolving difficulties, responding to media inquiries, and preparing press events are all part of the job.

On top of the above, A Spokesperson is also constantly available since they must respond to stories as quickly and as aggressively as possible.

Dos and don’ts of spokesmanship

Effective spokespersons are not only born but also made. The finest and brightest in the industry follow the following guidelines:

1. Be aware of your target audience:

Always assume your audience will be questionable; if they already trust and like you, being prepared will cost you nothing. You will leave a winner if you come with the tools needed to win them over. You must be knowledgeable about your audiences’ culture, language, values, and whatever information they may already have or require in order to comprehend what they want or need from you. Your ability to connect with your audience swiftly and effectively makes up the majority of what they believe or know about your company. To interact with them, make them the protagonist of your narrative and utilize real-world analogies.

2. Do not use jargon:

You must use your audience’s language in order for them to connect with your story. Jargon alienates people (by removing the sense of “we”) and dilutes your message. You’d be shocked how much of the language you use at work isn’t utilized everywhere else. Your key task as the link between your company and the outside world is to be understood. Make sure your wording is clear, concise, and uncomplicated. If you must utilize concepts or jargon in your tale, be careful to clarify them. Because not all reporters are specialists in the sectors they cover, straightforward English will be appreciated.

3. Express emotion:

Companies hire a spokesperson rather than a corporate bot- humans for a reason: humans are more relatable. Your humanity at work, whether in the form of comedy, sympathy for others who have suffered a tragedy, passion, or excitement, that resonates with people.

You must improve your communication abilities to be a successful spokesman. Body language and delivery are two places where you’ll need to improve. Nonverbal communication accounts for 55% of communication; vocal communication accounts for 38%. It is easier to be understood if you communicate well.

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