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When the media calls for an interview, who do you send? What qualifications are you looking for in a brand spokesperson? Find out how to think like a reporter and choose the best spokesperson for your company.
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How to choose your Brand Spokesperson{
Any volunteers?
Look within your company
to choose a qualified
Spokesperson.
Think like a reporter
Try to think outside your marketing team.
Often, media professionals view marketing professionals as over-coached and unable to provide direct insights.
Instead, look for someone with these qualifications:
Authority
Strong voice, authentic voice
Willing to be coached
Ready for the spotlight
Authority
Choose an authority figure
who is in a high-rankingor titled position (i.e. CEO, VP).
Or even, asubject matter
expertwho has a thorough understanding of the subject and able to answer
detailed questions.
Physical attributes
Strong Voice,Authentic Voice
who can speak clearly coming across as honest, forthright and
not overly scripted.
Physical presencecommands attention
who holds the attention of others, maintains eye contact, does not
shift or fidget, and looks the part.
Coachable
Willing to be coached
who is receptive to media training and practices the skills in order to
better manage conversations.
Spotlight-ready
Comfortable in the spotlight
who is willing to go “on record,”giving interviews or speaking
to large crowds.
Knows the message and sticks to it
who doesn’t easily digress and can stay on message even when an unexpected question pops up.
Remember this
A spokesperson is just a vehicle for conveying your message.
It’s what you do to prepare them
(media training, speech coaching, message development)
that makes all the difference.
www.jacksonmg.com