The Essential Guide to Being a Good Spokesperson

A good spokesperson will help their company grow if they listen to their Communications advisors.

A spokesperson is the executive appointed by the company to project and help build its organization's positive image. As part of this role, it's common for the spokesperson to give statements to the media to make announcements, apologize, or simply go deeper into relevant information involving or of interest to the company.

Knowing the values, mission or vision isn't enough; the spokesperson must go further and have a clear grasp of the company's differentiating value, know the sensitive topics that could affect it, and carefully rehearse what they'll say before making any statement. These aspects are essential and must be continuously monitored by their communications advisor or Public Relations agency.

If you're just starting out as a spokesperson, follow these tips to do the role better:

• Your company, your home. 

  We tend to know our home well and keep up with what happens in it — a company is the same. As the “face of the company,” you need to know every aspect of it, and also stay updated on its day-to-day operations. That way, if a media outlet needs it, you can give an account that strengthens the corporate image.

• Fall in love with your product or service. 

  If you're convinced of your product's or service's effectiveness, it'll 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 sense a genuine message about an offer they simply must get to make their life easier.

• Know your target audience. 

  Knowing your consumers or users will be very useful, because it will help you build closeness. Speak the same language as your target audience, clearly and concisely, and structure your remarks to offer complete answers that leave no room for doubt.

• Keep a Q&A document handy.

  The Q&A document is a valuable resource with information of interest to the media, especially on topics that might make the spokesperson uncomfortable.

• Read the news. 

  The news is a constant source of opportunities for a spokesperson to position their company. Whenever a current topic could touch on your industry, there are ways to make your company shine as a leader in its field. Or if a contingency comes up that's directly related to your company, you can take communication actions before the questions from the media arrive.

• There's no such thing as a small media outlet.

  Every media outlet matters, so never dismiss an interview with any outlet that's interested in your company. Remember that the media outlet that's just starting out today could be tomorrow's giant.

• Watch your appearance. 

  Depending on the situation, choose your outfit accordingly. If you're going to a TV interview, wear something formal; if it's a radio interview, it's best to dress casually.