What makes a good spokesperson?
In the world of public relations (PR), you sometimes need to rely on a strong spokesperson to help make your news story fly. In fact, it can make such a impact that it can sometimes mean the difference between whether a journalist runs your story or not, and where the story might be positioned.
Whether delivering key messages in a live interview setting or offering a quote for a press release, a good spokesperson doesn’t just speak, they represent, resonate, and reinforce your business messages and values. So, what makes someone a great spokesperson?
1. Clarity and confidence
Journalists need quotes that are punchy, purposeful, and easy to understand. A good spokesperson avoids jargon and speaks with confidence but never arrogance.
2. Say something different
If all spokespeople said exactly the same it would make a very boring read or watch! So challenge your spokesperson to say something in a different or more unique way, without veering too far away from the general consensus if you are worried about the risk.
The best spokespeople offer quotes that journalists want to use, which are memorable, emotive, or insightful, and tell a bigger story.
3. Be prepared
Know your subject matter inside out as this will help you feel confident. We’ve seen the most charismatic people fumble without proper preparation. Effective spokespeople are generally media trained (have we mentioned that we offer that 😉), meaning they know how to steer the conversation, stay on message, and handle tough questions without being defensive or evasive.
4. Be authentic
Today’s audiences can spot a rehearsed line a mile away, and nobody wants to listen to a robot (politicians take note). A strong spokesperson brings authenticity and communicates like a human should. They believe in what they’re saying, and that sincerity earns trust from their audience. And if appropriate, try not taking yourself too seriously can go a long way and make your spokesperson memorable. It seems to have worked for the likes of Richard Branson, founder and owner of the Virgin Group.
5. Agility under pressure
Live interviews and unexpected questions are the trade-off when putting yourself forward as a spokesperson. Good spokespeople remain calm and adaptable, ready to pivot without derailing the message.
Summary
Investing in the right spokesperson can elevate your business or brand and earn meaningful media attention. After all, in PR, how you say it is just as important as what you say.
Need help preparing your spokesperson? We offer bespoke media training sessions, and you don’t need to be a client to take advantage (whoop, whoop!). Further details are here.