Media Maven Mike | |||||||||||||
What Makes an Effective Spokesperson? | |||||||||||||
by Mike Janes Director, Media Relations |
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Any successful PR effort must include at least one effective spokesperson. By "spokesperson," I'm referring to a representative of the firm or organization who can speak to reporters on-the-record, preferably with a high degree of expertise, panache, and "quotability" that will have journalists foaming at the mouth and begging for more. While most companies have a communications department to filter media opportunities, the spokesperson is the one who ultimately gives the interview and represents the organization. Many organizations automatically look to the CEO or owner as its primary media spokesperson. Others might employ a public relations director to serve as "chief mouthpiece," while still others may choose to offer interview opportunities to department heads or others with specific areas of expertise. Some organizations, usually the larger ones, have the luxury of using a combination of these methods. Whatever it is, stick
to the plan Speaking of consistency, one of the fundamental principles of effective corporate communications is consistency of the message. There's no better way to confuse your external audiences than by having several different people say several different things in several different ways. Even if you've collectively agreed on an idea or piece of information to communicate, it will likely be conveyed differently by multiple spokespersons. The odds are that a company that allows anyone and everyone to speak for it will appear unprofessional, deceitful, or just plain foolish. On the practical side, a designated spokesperson usually will become more effective and polished as time goes along. He or she will begin to understand the nuances that are part of playing the media game, develop professional relationships with specific reporters that will enhance trust, and craft clever yet to-the-point statements and remarks that the media will appreciate. Training your spokesperson Fortunately, good media training is fairly easy to come by for those organizations that are so inclined. No one should feel embarrassed about needing media training: executives and department heads from top companies all over the world routinely receive media training. They go through mock interviews, discover techniques for staying "on message," and learn how to avoid the pitfalls and traps that interview subjects sometimes encounter. Your PR or marketing director may even be able to put together an in-house media training seminar, depending on his or her own media background. If not, professional media training services are readily available in a variety of price ranges. The bottom line Copyright 2002 The American Institute of Architects. All rights reserved. |
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